IPG Mediabrands' Rally rebranded as Society in Singapore

IPG Mediabrands has rebranded its social media arm Rally to Society in Singapore. This will see the absorption of Rally’s current clients including Johnson & Johnson, National Council of Social Service and KidsSTOP.It also coincides with the new offering’s account win of Harbourfront Centre, effective immediately. Society was handed its social media business and will lead content development and community management for Harbourfront Centre’s social media assets.Meanwhile, Society Singapore will be driven by Xing Long Tan who will report to Jacob Teo, head of digital for IPG Mediabrands Singapore.According to IPG Mediabrands, the launch of Society further fuels the wave of IPG Mediabrands’ digital expansion in Singapore, following the launch of Cadreon, its specialist programmatic agency in March, and Ansible, the mobile media and technology solutions business in April this year.It added that Society will encompass all of the core disciplines of social media under one roof including content strategy and planning, ideation and content creation, community management, social CRM, analysis and reporting, and paid social; amplified by a host of proprietary emotional listening and measurement tools.“The launch of Society Singapore is a direct response to the market demand for impactful connections with end to end simplicity. It’s great to see this capability brought to life in the Singapore market following the traction and success in Australia, Kuala Lumpur, Hong Kong and the USA,” David Haddad (pictured), managing director IPG Mediabrands Singapore added.“Society Singapore has the power to inhabit a dynamic space in the market. Consumerism is grooved by millennials, and Society is a fresh young agency driven by an agile, entrepreneurial outlook” Teo said.“Our relationship with the Society team has grown from strength to strength, in which the team not only showed an aptitude for creating great content but also a keen understanding on how Social can contribute to our overall marketing activities,” Marilyn Tan, marketing director of Johnson & Johnson said.The move follows the rebrand of Rally to Society in Malaysia in January this year, which saw the movement of clients such as Nestle, Malaysia Airlines, U Mobile, Watsons, Johnson & Johnson, KFC, Zurich and Sime Darby, amongst others. Meanwhile in April, IPG Mediabrands rolled out the rebrand in Hong Kong, naming Penny Chow its head.