IPG's Rally rebrands as Society in Hong Kong

IPG Mediabrands has rebranded its social media agency Rally Worldwide to Mediabrands Society in Hong Kong and named Penny Chow its head.The agency will focus on content marketing, such as 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.Penny Chow (pictured) will be joined by Jay Lee who has been appointed creative director, Mediabrands Society Hong Kong, effective immediately.Jay Lee joins Society from previous position as creative director at DDB Worldwide Hong Kong where he was responsible for account such as the Studio City Macau grand opening campaign, and LINKS Reit 10th anniversary branding campaign.With 25 staffers in its Hong Kong office, the agency expects to double the number within the next 12-18 months.Some clients on its roster include Coco-Cola, Wellcome, KFC, Carlsberg and Pizza Hut.Penny Chow said Society will offer "a game-changing proposition" for today’s market, also "a genuine partner of choice in this industry".“The launch of Mediabrands Society in Hong Kong is reflective of the influential social media powerhouse we have grown and nurtured in direct response to our client’s needs, and their progressive shift from traditional to online media spend,” Kasper Aakerlund, CEO IPG Mediabrands Hong Kong said.“With a market straining under enormous financial pressures, now is the time to push forward with digital transformation,” added Aakerlund.