IPG Mediabrands rebrands Rally Worldwide in Malaysia

IPG Mediabrands has rebranded its social media arm Rally Worldwide, to Society, in Malaysia.The rebrand sees the evolving shift of social community management services towards a more holistic, data-driven content marketing approach on digital. It also looks to embed real-time targeted content which drives commerce and builds brand affinity.Society Malaysia will look to providing an extensive range of specialist digital services including creative, strategy, media, content performance and analytics, word-of-mouth marketing, technology and enterprise solutions.Some clients on its roster include Nestle, Malaysia Airlines, U Mobile, Watsons, Johnson & Johnson, KFC, Zurich and Sime Darby, amongst others.The new brand will also introduce Society 48, an initiative which boasts agile and cost-effective content development that allows brands to create, manage and build upon trending conversations amongst netizens within 48 hours.According to the network, with the growth of global social advertising revenue geared to surpass US$30 billion by 2021, Society Malaysia intends to tap into this market opportunity by growing its 75-strong specialist team a further 15%.According to Stanley Clement, managing director of Society Malaysia, the exponential growth of Malaysia’s content marketing landscape has seen more brands focusing on creating authentic, original and immersive conversations online.“With the sheer volume of conversations happening daily in Malaysia alone, it is not just about creating content; but about creating the right kind of content,” Clement added, explaining that it is no longer just about content amplification.“Meaningful and engaging content drives brand affinity which then translates to commerce,” Clement said.