IPG Mediabrands revamps Rally Worldwide in Hong Kong

IPG Mediabrands has announced the launch of Mediabrands Society, the new-look rebranded social-media agency that was Rally Worldwide.

Known for its social media and content marketing services, Rally Worldwide’s new positioning as Mediabrands Society is a global initiative. The move sees the agency take on an extended mandate including content strategy and creation, community management, planning, social CRM and paid social.

Penny Chow, who joined IPG Mediabrands in February from Ogilvy, will lead Mediabrands Society in Hong Kong. “We are a true social and content partner that works closely to define your needs, create genuine connections with your consumers, and produce content worth amplifying,” she said.

The team currently has 25 people, made up of the existing Rally staff together with some additional hires prior to the launch today. This includes Jay Lee, formerly creative director at DDB Group Hong Kong, who joins with the same title. 

Jay Lee

The company stated that despite already being one of the largest social-media agencies in Hong Kong, Mediabrands Society intends to double its size within 12 to 18 months.

Kasper Aakerlund, CEO of IPG Mediabrands Hong Kong, said 60 percent of IPG Mediabrands’ clients are already spending with the agency on social media, including brands such as KFC, Wellcome and Coca-Cola. The agency has already won dedicated social media clients such as Carlsberg and Pizza Hut.