Previously, Mudah handled its social marketing in-house. Mudah approached Rally to lead its social commerce and marketplace integration as it seeks an integrated social market CRM. The agency will be responsible for all social content, digital campaign design and analytics.
Rally claims to manage five of the top 15 Facebook pages in Malaysia, citing KFC, Pizza Hut, DiGi, Malaysia Airlines and Mudah.
IPG launched Rally in Malaysia, Thailand, Singapore and Hong Kong in April 2012. Rally’s services include social-marketing strategy, peer-to-peer communications and social commerce. The unit works closely with UM. Neeraj Gulati, director of UM’s Malaysia digital initiatives, and Derek Tan, head of community and strategy, jointly lead Rally.
At the time of the launch, Prashant Kumar, IPG’s president, World Markets, said that Rally’s performance had seen marketers invest increasing resources and was becoming increasingly important in the marketing ecosystem.