Singapore – Grayling has been appointed to handle public relations for Lazada in Singapore, as the ecommerce giant doubles down on brand trust and consumer engagement in one of Southeast Asia’s most competitive digital retail markets.
The mandate places Grayling in charge of strategic communications counsel, campaign storytelling, media engagement, and support for key brand and platform moments, beginning with Lazada’s upcoming 6.6 mega-sales campaign.
Over the next 12 months, the focus will be on reinforcing Lazada’s position as a leading ecommerce destination for both shoppers and sellers, with an emphasis on authenticity, product quality, and sustained consumer engagement, the agency told MARKETECH APAC.
A key priority will be strengthening Lazada’s reputation as a trusted platform for high-quality goods, while deepening engagement through integrated communications initiatives across Singapore’s highly connected digital audience.
“Our remit will include strategic communications counsel, campaign communications, media engagement, and support for key brand and platform moments, beginning with Lazada’s upcoming 6.6 mega-sales campaign,” said Danny Tan, Managing Director, Grayling.
Grayling Singapore will work on reputation-led communications and integrated storytelling designed to cut through a fast-moving ecommerce landscape where attention is fragmented and consumer loyalty is increasingly hard-won.
“Grayling brings a strong understanding of reputation-led communications, consumer engagement, and integrated storytelling across sectors and markets,” the agency said.
“For a brand like Lazada, which operates in a highly competitive and fast-moving ecommerce environment, we aim to combine strategic rigour with culturally relevant communications that resonate with local audiences,” it added.
The agency said it would focus on building campaigns that are not only visible, but also credible and aligned with long-term business priorities, particularly in a market like Singapore where consumers are highly informed and quick to switch platforms.
At this stage, the partnership will focus on campaign delivery and reputation-building, with channel and technology decisions to be guided by audience behaviour and campaign needs over time.
The first major activation under the partnership will be Lazada’s 6.6 mega-sales campaign, with further details expected closer to launch.
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