Dyson Singapore picks new social AOR

Dyson Singapore has appointed creative agency ballsy as its social agency-of-record (AOR) following a pitch.

According to the agency, appointment is on a one-year retainer and began with KOL work and will roll out monthly social assets from end-May.

In conversation with MARKETING-INTERACTIVE, VJ Anand, co-founder and chief creative officer at ballsy said, "At ballsy, social is our strength. While we’re a creative consultancy, we understand how to work with algorithms and make organic content land. When the Dyson brief came in, we were up against a major network agency, but our social expertise and passion made the difference. 

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Dyson marks the agency’s first retainer client in Singapore, after traditionally focusing on project-based work. That said, ballsy remains open to long-term partnerships with brands it genuinely admires, with Dyson being one of them, Anand explained.

"Dyson’s products and innovation are on another level, and while we may be small in size, our team brings deep knowledge and passion across the UK, Singapore, Malaysia and Indonesia, putting us in a strong position to do justice to a brand of this calibre," he added. 

As part of the new scope, Dyson has rolled out a social-first campaign featuring local influencer Munah Bagharib. The short video opens with her struggling with visibly frizzy hair before snapping into a “Singapore-proofed” transformation, achieved using Dyson’s hair care tools.

The film showcases the Dyson Airstrait and Dyson Omega hydrating hair oil, positioning the duo as a humidity-ready routine. It closes with the line “now you’re ready for Singapore”, leaning into the city’s trademark frizz-inducing weather conditions.

MARKETING-INTERACTIVE has reached out to Dyson for more information.

The appointment comes amid wider changes to Dyson’s global media operations. Earlier this year, Dyson appointed Omnicom Media Group to handle its global media planning and buying duties following a competitive pitch last year.

The account is being managed through a cross-agency model, drawing on capabilities across multiple Omnicom media brands with a focus on data, identity solutions and advanced analytics. The collaboration aims to support Dyson’s broader global media transformation strategy by strengthening technology integration, improving audience targeting, and speeding up time-to-market.

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