IPG Mediabrands has rebranded its social media and digital arm Rally Worldwide to Society, in Hong Kong, in a bid to boostthe agency’s full-service capabilities. The agency had previously focused on online content marketing, but will now broaden its offering to include strategy and planning, ideation and social media planning and buying.
The new agency will be led by Penny Chow, who joined Mediabrands from Ogilvy Hong Kong in January of this year. The agency has also appointed Jay Lee as creative director. He was previously in the same role at DDB Worldwide Hong Kong.
Rally was previously led by Rachel Wong, who left Mediabrands in December after nine years to join content and social media platform 9GAG as head of growth. She followed Lilian Leong, the former managing director of IPG Mediabrands Hong Kong, who is now 9GAG’s global chief operating officer.
The holding company claimed Society had the largest full service social media agency team in Hong Kong with 25 people. The agency said it intends to double the office headcount within the next 12 to 18 months.
Mediabrands chief executive in Hong Kong Kasper Aakerlund said: “The launch 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.”
Rally Hong Kong’s rebrand follows that of the Malaysian office in January this year.