Far East Malls hands social mandate to Iris Singapore

Far East Malls has appointed Iris Singapore to handle its social media mandate for its key brands such as Orchard Central, the upcoming One Holland Village, and the corporate account for Far East Malls. Far East Malls comprises a portfolio of over 20 malls, such as Clarke Quay Central, Orchard Central, Katong V, Far East Square and more.

Iris Singapore was awarded the one-year mandate following a pitch process that included multiple agencies. Iris Singapore demonstrated creative ideas for elevating the social media presence of some of the most well-loved malls in Singapore. The remit includes content strategy and creation as well as media planning and buying on Far East Malls’ Facebook, Instagram, and TikTok.

Rebecca Nadilo, managing director, Iris Singapore, said, “Iris was created exactly for briefs, brands, and clients such as Far East Malls, where we have such vibrant communities to tap into to create content with us, and where we are focused on creating ideas that will earn their engagement, not just pay for it”.

Priya Kalidas, head of growth, Iris Singapore, added, “We are thrilled that our philosophy of participation resonated with Far East Malls. We can’t wait to unleash our work and partner with Far East Malls to launch their new experiences as well as support their already iconic ones”.

Since September, Iris Singapore has started rolling out shopper-focused social media content that aids the discovery of new unique spaces in Far East Malls. The social content also showcases the benefits of ShopFarEast, the Far East Malls reward programme.

In June this year, Nadilo joined the iris team to help develop the agency so that it can best serve its clients through its rapid evolution across creative industries, global economics and consumer expectations. 

A seasoned strategist, Nadilo has worked across Singapore, Australia and the U.S. and has gained extensive experience in both local and global roles across an impressive portfolio of local and multinational brands such as HSBC, Visa, Smirnoff, Tiger, Unilever, AT&T and Johnson & Johnson.

As well as overseeing the agency’s client base and ensuring that they are progressive and forward-thinking, Nadilo is responsible for strengthening Iris’ social capabilities. She oversees the launch of a new cultural content proposition designed to plug the gap between social specialists and traditional agency models.

Built on the knowledge that the creator economy is gaining ground, the ‘Iris Inc’ proposition - which stands for Igniting New Creators’ - will combine the agency’s in-house talent and a global network of creators to harness the power of the creator economy for clients and will sit at the forefront of Iris’ offering to encourage both agencies and brands to embrace this cultural shift, it said. 

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