Sweatshop Named Global Social Agency of Record for Scoot

Independent creative agency Sweatshop has been appointed Scoot's global social agency of record, Marketing Interactive reported on August 26, 2026.

The mandate covers social strategy, creative development, content creation, community management, and social-first campaigns across international markets, excluding China.

Under the new remit, Sweatshop takes over the budget carrier's social presence in every market outside China, handling work from platform strategy through day-to-day execution. That includes social-first Scoot advertising campaign work expected to roll out across Southeast Asia, Australia, and other international markets Scoot serves.

Scoot is the low-cost arm of Singapore Airlines, operating routes across Asia-Pacific and beyond. The China market is carved out of the new agreement, a structure increasingly common among brands that manage in-market social operations there through local specialists rather than global AORs.

Marketing Interactive's report did not disclose financial terms of the appointment, the length of the contract, or which agencies were in the running before Sweatshop was named. The announcement did not specify whether Sweatshop will also handle paid social or if the scope is limited to organic strategy and content.

The appointment adds to a running list of global social AOR mandates moving to independent shops rather than holding company networks, a pattern Marketing Interactive and other trade outlets have tracked across airline and travel brands in the past year.

No start date for the new mandate was included in the announcement. Scoot's existing social channels remain active under the incoming agency of record as the transition proceeds.