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IPG Mediabrands launches Society in Singapore marking end of Rally

IPG Mediabrands has rebranded its social media and digital arm Rally Worldwide to Society in Singapore, signalling the end of the agency in Asia.

From left: Jacob Teo, Xing Long Tan and David Haddad

The Singapore branch of Rally follows its Asian counterparts in Malaysia and Hong Kong, which have also been rebranded over the last six months.

This will see the absorption of Rally’s current clients including Johnson & Johnson, National Council of Social Service and KidsSTOP, plus the agency’s team.

Society Singapore will be led by Xing Long Tan, formerly an account manager for social media agency We Are Social Singapore.

He will report to Jacob Teo, who previously led Rally Singapore in his capacity of head of digital for IPG Mediabrands Singapore.

Teo said: “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”

The rebrand coincides with the agency winning the social media business for Singapore’s Harbourfront Centre.

The launch follows a wave of digital expansion by Mediabrands 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.

Mediabrands Singapore managing director David Haddad said: “The launch of Society Singapore is a direct response to the market demand for impactful connections with end to end simplicity.”

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