IPG rebrands Rally to Society

(Marketingmagazine.com.my) – IPG Mediabrands announced today the rebrand of its social media agency Rally Worldwide, to Society, in Malaysia.

With digital content consumption at a 20% growth year-on- year in Malaysia, the rebrand sees the agency’s offerings evolve from social community management services towards holistic, data-driven content-marketing on digital; embedding real-time targeted content that drives commerce and builds brand affinity.

Society Malaysia provides an extensive range of specialist digital services including creative, strategy, media, content performance and analytics, word-of- mouth marketing, technology and enterprise solutions.

The agency’s client list includes Nestle, Malaysia Airlines, U Mobile, Watsons, Johnson & Johnson, KFC, Zurich and Sime Darby, amongst others.

Stanley Clement, Managing Director of Society Malaysia says that the exponential growth of Malaysia’s content marketing landscape has seen more brands focusing on creating authentic, original and immersive conversations online.

“With the sheer volume of conversations happening daily in Malaysia alone, it is not just about creating content; but about creating the right kind of content. At Society Malaysia, data is the backbone on which we trigger conversations that inspire brand affinity. This is what drives business results for our clients.”

Video is projected to comprise 70% of all online content by 2017, making it paramount that all forms of digital content are engaging, relevant and deployed in real-time. This sees the introduction of Society 48, an agile and cost-effective content development initiative that allows brands to create, manage and build upon trending conversations amongst netizens within 48 hours.

With the growth of global social advertising revenue geared to surpass USD$30 billion by 2021, Society Malaysia intends to tap into this market opportunity by growing its 75-strong specialist team a further 15%.

“It is no longer just about content amplification. Meaningful and engaging content drives brand affinity which then translates to commerce,” says Stanley. “With Society Malaysia’s data –driven insights, we are in good stead to take our client’s brand stories towards even greater heights.”

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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

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