We Are Social, the worldwide independent agency which boasts over 800 staff and clients including Adidas, Google, HSBC, Vodafone and Audi, has appointed its first global head of culture and insights.
Former journalist Lore Oxford joins the agency from Karmarama where she has been cultural strategist for the past eight months; a role she also held at AMV BBDO. Prior to that, Oxford was at behavioural insights practice Canvas8 for over five years, having worked as a freelance writer for four years.
In her new role, Oxford will be responsible for diversifying the agency’s research and insight function; “bringing with her a qualitative specialism which will enable the agency to more effectively respond to questions around society and culture”.
She will also be leading a series of workstreams across the business, aimed at encouraging greater collaboration between markets, to build on the agency’s global insights.
Lore will report directly to We Are Social’s chief strategy officer, Mobbie Nazir, who oversees the agency’s strategy and research and insight teams at a global level, with a focus on championing the role of social thinking to drive business value.
Nazir said: “Lore brings an important set of skills and experience to the group and it’s very exciting to have her on board. Cultural insights and understanding are core to our agency offering and Lore will help us to scale and operationalise our expertise in this area at a global level.”
Oxford added: “”There’s never been a better time to work in cultural insights. At a time when attention is more fragmented than ever, and declining trust in social platforms is seeing people turn to more private digital spaces, genuinely understanding how people think, feel and behave is the only way brands and marketers can guarantee cutting through the noise.
Set up in 2008 in London, We Are Social now has offices in New York, Madrid, London, Paris, Milan, Munich, Berlin, Dubai, Singapore, Hong Kong, Shanghai, Beijing, Tokyo and Sydney.
Back in May the agency was appointed to handle the social media account for both Virgin Atlantic and Virgin Holidays following a three-way pitch.
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