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IPG Mediabrands starts its Rally

Seeing the demand for social media marketing strategies from its clients IPG Mediabrands has launched its social marketing division across Asia. Called as Rally, IPG Mediabrands’ social offering, provides services in the areas of social marketing strategy, P2P communications, advocacy management, conversation planning and social commerce. Social marketing is already a big part of IPG Mediabrands’ offering across Asia. The services, which exists in Malaysia since 2009, is being launched across hubs in Hong Kong, Malaysia, Singapore and Thailand.

Giving the reason behind this launch, Prashant Kumar, president IPG Mediabrands, World Markets Asia noted, “All marketing ultimately will be social. So, the challenge is not how to add some social on the marketing fringes, but how to redefine marketing and commerce around peer-to-peer networks. Rally is not just about community and crisis management; it’s everything about mainstream marketing – product innovation, communication, content, media and commerce. Its role pervades the entire demand chain and we hope to design campaigns around affinity networks and end-to-end crowd sourcing.” In the past few years, the region has seen a dramatic growth of social media and viral content, providing a perfect landscape to launch the new service.

The services provided by Rally are expected to strengthen a brand’s social strategy in the digital world. Rally’s social marketing strategy provides brands and businesses a chance to maximize the opportunities as well as minimize the threats; whilethe P2P communications offering leverages the notion there is a lot of power in people’s hands and it’s important to manage a brands reputation.  Besides these Rally also provides an advocacy management service, nurturing influencers and deepening the relationship with them. Conversation planning offers clients a well development, strategically led plan to manage the online conversation and the social commerce arm of Rally aims to offer genuine monetization and sales attribution opportunities.

Prashant Kumar, IPG Mediabrands

Kumar hopes Rally to be the first ‘earned media’ offering in an industry replete with ‘paid media’ agencies. Rally’s ambition is to deliver at least two-thirds of an integrated campaign’s media value via earned media. So far the majority of Rally’s campaigns are able to achieve that. “Having validated our approach time and again, now the time is ripe for our clients across the region to benefit from this blue ocean opportunity. It’s time media agencies become truly socially-infused,” he further added.

In Malaysia, Rally has worked with more than a dozen clients from various industry sectors, including Microsoft, J&J, F&N, Telekom Malaysia and Yum Restaurants. Rally Malaysia is credited with some of the most successful social campaigns and communities in the market. Last year, Rally’s Virtual Ramadan Social gaming campaign engaged 5 million plus Malaysians, with 60,000 open houses held inside the game while their connect-o-meter Facebook app for Microsoft generated 216 million impressions. “If brand-building is about trust and love, there is no other place, where Trust and love is being expressed and shared more beautifully and more often than Social media. We believe Asia has an opportunity to leapfrog traditional thinking and design marketing around Social. I am really excited about the launch of Rally and how it could help our clients in Asia create competitive advantage via us.” said, Mauricio Sabogal, global CEO, World Markets, IPG Mediabrands.

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