Shake Shack Singapore names media agency to drive social and events

WILD Group has been appointed as the media agency for Shake Shack Singapore. The agency confirmed the win to MARKETING-INTERACTIVE, noting that it will handle social media account management, media production, and KOL management for the brand.

The appointment, which follows a pitch held in Q1 2025, will cover both retainer work and event projects. Details on the duration and value of the account were not disclosed. Work is expected to roll out from October onwards.

Currently, the scope is limited to the Singapore market. WILD Group had previously managed the account through its agency division.

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In conversation with MARKETING-INTERACTIVE, Leonard Lim, CEO of WILD Group, said the appointment is a meaningful step in the WILD (agency) division's journey.

“WILD has been fortunate to grow quickly in recent years, thanks to the trust of our partners. This collaboration with Shake Shack is an exciting opportunity for us to continue building on that momentum with impactful media strategies,” he added. 

MARKETING-INTERACTIVE has reached out to Shake Shack Singapore for more information. 

Other brands have also seen media agency appointments recently. Global health club chain Virgin Active, for instance, appointed Omnicom Media Group’s PHD as its media agency for Singapore and Thailand after a competitive pitch against three other agencies.

PHD will manage full-funnel media strategy, planning, buying, and performance management across all channels, including digital, social, search, offline media, and data analytics, and support market-specific activations and audience planning in close collaboration with Virgin Active’s in-house teams. Duties began on 1 July.

Meanwhile, some brands are still on the hunt. Mandai Wildlife Group recently called a pitch for its media account, which is being managed by R3. The appointment timeline and scope have yet to be disclosed. Spark Foundry under Publicis Media is the incumbent agency, having first won the business in September 2021 on a two-plus-two-year contract.

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