Scoot taps new agency to steer global social

Low-cost subsidiary of Singapore Airlines, Scoot, has appointed independent creative agency Sweatshop as its global social agency of record, following a closed-door pitch.

The agency will be responsible for Scoot’s global social strategy, creative development, content creation, community management and social-first campaigns across the airline’s international markets, excluding China.

The appointment took effect in mid-July 2026, with Sweatshop supporting Scoot across Facebook, Instagram, TikTok, YouTube and X.

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Speaking on the appointment, Lau Hui Ling, director of marketing, public relations and loyalty at Scoot, said Sweatshop was selected for its strategic thinking and agility.

“Sweatshop stood out to us, not just with their bold and culturally relevant ideas, but also that deep understanding of the social media landscape and how Scoot can show up meaningfully to the right audiences. We trust that they can contribute significantly to our marketing strategy,” said Lau.

Meanwhile, James Chua, co-founder and chief executive officer of Sweatshop, said being entrusted with Scoot’s global social account was “both exciting and humbling”.

“We’re grateful for the trust the Scoot team has placed in us. As we grow the team to support the partnership, we’ll continue bringing the same senior involvement, care and fierce commitment that have shaped Sweatshop from the start,” said Chua.

Adrian Yeap, co-founder and chief creative officer at Sweatshop, said the appointment marked a significant milestone for the agency.

“When Chua and I started Sweatshop, we set out to build a senior, hands-on independent agency that could be a strong partner to ambitious brands. Being appointed by Scoot is a significant milestone, and the team’s trust in our thinking and capability means a great deal to us,” said Yeap.

“Our focus now is to do great social work for Scoot in the only way we know how - getting all sweaty with our sleeves rolled up,” he added.

Following the appointment, Sweatshop has made several new hires as it expands its team to support the account.

The win represents a significant milestone for the two-year-old agency and is its biggest business win to date. Since launching in 2024, Sweatshop has rapidly expanded its client roster, most recently delivering work for Lau Pa Sat and Samaritans of Singapore.

In April 2025, the agency was appointed by KFC Singapore to lead the creative development of its breakfast platform and key breakfast campaigns. The partnership kicked off with the launch of the fast-food chain’s “Break the morning” campaign, which encouraged consumers to step away from their routines and try the brand’s breakfast menu. 

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