Susie Sell
Dec 7, 2012

Lenovo selects We Are Social as global social-media AOR

SINGAPORE - PC manufacturer Lenovo has appointed We Are Social as its global social media agency of record, following a four-way competitive pitch.

We Are Social picks up Lenovo's global account
We Are Social picks up Lenovo's global account

We Are Social will manage Lenovo’s social media activities at a global level, with the strategic partnership being led from the agency’s Singapore office [updated].

It marks another big win for the agency, which also recently picked up the global account for Tiger Beer. It also comes on the back of strong expansion for the agency.

We Are Social will provide strategic support and advice to the Lenovo’s in-house social-media team,  partnering with the company to develop a long-term strategy across all social-media channels that drives the brand’s business objectives.

It will also collaborate with internal teams to create a calendar of relevant content for Lenovo, recommend and implement suitable metrics and measurement tools, support global product launches using social media and provide a full crisis-management consultancy service.

All social-media activity will integrate with Lenovo’s wider marketing strategies, with coordination between the company’s above-the-line, PR and retail/experiential agencies.

Rod Strother, director, digital and social centre of excellence for Lenovo, said We Are Social understood the importance of weaving social media into the centre of an integrated marketing approach.

He added that he is confident the partnership will enable the company’s vision to become the “most talked about personal technology brand” to become a reality.

“Lenovo is a company of Doers and we make Do Machines for those who are impatient to make their dreams a reality,” he said. “It makes sense that we choose to work with agencies which also represent that kind of attitude and shared values.”

We were particularly drawn to We Are Social's dedicated social-media offering,” he added. “Its insights and strategic approach will be hugely valuable to us as we move forward with our vision for Social Media within Lenovo.”

Simon Kemp, managing director of We Are Social Singapore, added, “Lenovo is a pioneering technology brand, and the scope of its social-media brief reflects this. This really is a full-scale social-media programme—everything from campaigns to research; content creation to crisis management.”

 

Update, 18 December: Based on information from We Are Social, this story initially said the account would be led by the agency's Singapore and New York offices. It was amended after contact from a Lenovo spokesperson.

Related Articles

Just Published

2 hours ago

Accenture to acquire Japanese digital firm Yumemi

The deal will bring Yumemi’s 400-strong team into Accenture Song.

5 hours ago

Creative Minds: Vũ Đăng Khoa is fuelled by chaos ...

Dentsu Creative Vietnam’s Vũ Đăng Khoa on his journey from scrawling graffiti on textbooks to the more controlled chaos of advertising.

7 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

8 hours ago

Agency Report Card 2024: Assembly

Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.