IPG Mediabrands has launched a new social media agency, which will see its Rally brand’s clients – including Johnson & Johnson and KidsStop – absorbed into the agency.

Society Singapore will focus on content strategy and planning, ideation and content creation, community management, social CRM, analysis and reporting, and paid social.

“The launch of Society Singapore is a direct response to the market demand for impactful connections with end to end simplicity. It’s great to see this capability brought to life in the Singapore market following the traction and success in Australia, Kuala Lumpur, Hong Kong and the USA,” said David Haddad, managing director, IPG Mediabrands Singapore.

Society’s Singapore arm will be led by Xing Long Tan – who will report to Jacob Teo, head of digital for IPG Mediabrands Singapore. The new offering has already won the account of Singapore’s Harbourfront Centre shopping mall and will lead its content development and the community management of its social media assets.

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.”