Lazada Singapore picks new PR agency

Lazada Singapore has appointed Grayling as its new public relations agency, tasking the firm with strengthening the eCommerce platform’s brand positioning in the local market.

In a statement to MARKETING-INTERACTIVE, the agency said the appointment is for an initial one-year term, with an option to extend for a further 12 months.

Grayling will support Lazada in reinforcing its position as a leading eCommerce platform for shoppers, brands, and sellers in Singapore. The agency will also focus on building its reputation as a destination for authentic, high-quality products.

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Over the next 12 months, communications efforts will centre on strengthening brand leadership in Singapore, increasing awareness of Lazada’s differentiated offerings and trusted marketplace ecosystem. The remit also includes deepening engagement with consumers and sellers through integrated communications initiatives.

Grayling said the appointment comes as Lazada looks to sharpen its brand narrative and drive stronger market visibility across key audiences.

The first major campaign under the remit will be Lazada’s upcoming "6.6 Mega-sales" campaign, with further details expected to be announced closer to launch.

"Lazada is one of the region's most recognisable eCommerce brands, and we are delighted to be partnering with the team in Singapore on this important assignment," said Danny Tan, managing director, Grayling Singapore.

He added, "As competition in the ecommerce space continues to intensify, there is a tremendous opportunity to further strengthen Lazada's reputation as a trusted platform for authentic, high-quality products and meaningful consumer experiences. We look forward to supporting the brand's continued growth and leadership in Singapore.”

The appointment follows recent leadership changes within Lazada Group’s marketing function. Marcus Chew, group chief marketing officer at Lazada Group, has stepped down from his role. Chew joined Lazada in 2021 as group CMO, where he oversaw the eCommerce platform’s end-to-end marketing strategy across Southeast Asia and South Asia, including its Daraz business. In the role, he led brand strategy, creative development, media execution and go-to-market planning across 11 markets.

During his tenure, Chew drove efforts to centralise marketing operations and in-house key capabilities, including media strategy and execution. He also focused on building scalable, insight-led marketing processes, with an emphasis on measurement frameworks tied to both business impact and creative effectiveness.

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