Hyland appoints Maria Casas as head of social

Maria Casas has joined independent media agency Hyland as head of social after almost two years at Social Soup.

The announcement follows the agency expanding its remit on the Church & Dwight account earlier this month, which covers the Nair and Batiste brands, among others.

Casas joins from Social Soup

Virginia Hyland, the business’ founder, said that she has “known Maria for some time and always felt her attitude matched the culture of Hyland”.

“She is a problem solver, has an entrepreneurial spirit and a team player,” Hyland explained.

“Her experience is both broad across clients and variety of agencies, previously working at Social Soup as group and social media business director, head of content at Ikon, and head of social media at Saatchi & Saatchi.

“We welcome Maria with open arms and it’s so great to be hiring in an industry that been challenged by COVID this year. As our agency now integrates all communication disciplines Maria will play an integral role with our clients.”

Casas predicts that vanity metrics will disappear and community management will finally be viewed as worthy of hiring an expert to manage. In addition, she said brands will be continually forced to reckon with, and communicate, their values, as consumers analyse companies’ internal culture and diversity, and responses to social movements like Black Lives Matter.

Applying these trends to a new role at Hyland felt right, and she’s “thrilled to join”.

“At a time like this, I believe brands need to consolidate their investments and find ways to make their efforts work harder,” Casas said.

“I can’t think of a better placed agency to deliver this for their clients. An integrated approach that is genuinely customer centric is only achievable in an agency that has no bias towards channel and execution. That is Hyland in a nutshell. It’s an absolute privilege to be part of Virg’s team.”

At the end of last year, Hyland picked up the Kitchenaid and Deliveroo accounts, in addition to Church & Dwight, which it won in November.


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