SINGAPORE--PC giant Lenovo has selected We Are Social as its global social media AOR, following a competitive review in Singapore.

We Are Social will lead the business from its offices in Singapore and New York, supported by its other worldwide offices.

The Holmes Report understands that the mandate is worth approximately $500K. The agency will provide strategic support and advice to Lenovo’s in-house social media team, developing a long-term strategy that includes content, measurement, product launch support and crisis management.

“We were particularly drawn to We Are Social's dedicated social media offering," said Rod Strother, director of Lenovo's digital and social centre of excellence.

"Their team lives and breathes conversational marketing, and at the same time they understand the importance of weaving social media into the heart of an integrated marketing approach. Their insights and strategic approach will be hugely valuable to us as we move forward with our vision for social media within Lenovo."

Lenovo's marketing approach has shifted considerably under the leadership of global CMO Dave Roman, who has focused on developing a more edgy, youth-oriented positioning.

The win comes as We Are Social continues its global expansion, which has included netting multi-market social media duties for Tiger Beer recently, in London and Singapore.

Earlier this week, meanwhile, the Holmes Report revealed that the firm is seeking third-party investment to back its international growth.