Lenovo selects We Are Social as global social-media AOR

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.