New digital agency Nucleus: We don’t buy the social media bullshit

Nucleus agencyA new strategy-only digital agency will launch in Melbourne this week claiming one of its jobs will be “breaking down the bullshit barrier with social media”.  

Nucleus Digital Strategy has been founded by MD Anthony Baker, who most recently was GM at Melbourne digital agency Immersive, and director of strategy Chris Fiteni, previously an account director at Clemenger BBDO Melbourne.

The agency officially launches on Friday “providing nothing more than candid strategic advice”.

Baker said that he sees both clients and brands as potential clients. He said: “At the moment we’re helping Telstra, mainly by playing around with public policy stuff.”

He said that social media would be a small part of what the agency did. He said: “There’s a fair bit of breaking down the bullshit barrier with social media. There’s too much bullshit about social media. Not much of it is commercial anyway – it’s a very small portion of the marketing mix.”

He added: “We dont want to do execution at all. There are enough agencies around doing that and they are becoming commoditised.”


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