Nicola Swankie to run IPG Mediabrands’s new social media business Society

Nicola Swankie

Nicola Swankie

Nicola Swankie has been appointed the managing director of the IPG Mediabrands Australia group’s new social media marketing business Society.

Swankie joins Society from Leo Burnett where she had worked as the agency’s social media planning director for the past three years.

Prior to this Swankie was content and social director at TCO and before that she had worked for five years in creative agency roles with Host and McCann Worldgroup.

The new business will see Reprise Media, which has previously handled the group’s search and social media, focus exclusively on expanding its development in search-related marketing.

IPG Mediabrands Australia executive chairman Henry Tajer said in a statement: ” Society will be a national, full-service social marketing business that will provide a full range of expert social services. I am delighted that Nicola Swankie is joining us to lead its expansion.

“Nicola has the perfect background and experience to deliver our ambition of creating a uniquely positioned, strategically led social proposition; one that helps brands find their role within culture and create social content and conversations around that. Its repertoire will also include social media investment, community management, analytics and advocacy programmes. Society will operate seamlessly alongside our other 11 businesses and will be incorporated into our client portfolios.”

Ian Laurie will also be joining Society as head of social investment, joining the company after a year-and-a-half with Ikon Communications as its social performance director.

Prior to working with Ikon, Laurie spent six months as a senior client services manager with TBG Digital APAC and before that he had worked for two-and-a-half years as TBG Digital’s Facebook manager.

“Both Nicola and Ian are top class professionals,” said Tajer. “We are forecasting Society to be one of the fastest expanding businesses in the IPG Mediabrands Australia group this year. Nicola and Ian will also guide the group around social media investment and its ROI for clients. It’s an exciting new phase for our businesses overall.”


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