Social done ‘differently’: We Are Different launches new division
Earned-first creative agency We Are Different is the latest to expand its offerings, Mumbrella can exclusively reveal, with the launch of a social, influencer, and content division.
In response to growing industry frustration around brand social engagement, agency integration, and ROI, ‘Different Social’ will combine creative expertise with a fresh take on social and influencer content.
The model is described to deliver more meaningful brand engagement, to ultimately drive increased salience, buzz, and connection online.
The average Aussie spends almost two hours on social media every day, according to Stuart Terry, founder and director of the agency, yet the majority of brand ads get skipped in less than two seconds.
“Agencies try to sell superficial metrics like a two-second view as success, but smart marketers know better and expect more,” he told Mumbrella.
“Our model looks beyond vanity metrics, combining the creative firepower of Different with a more robust measurement framework focused on social connection and brand engagement.
“With earned creativity at its heart, branded social content is more watchable, likeable and shareable – increasing brand health metrics and paid media effectiveness.”
The agency’s current client roster with social remit includes Fujifilm Australia, Impossible Foods, and Edgewell Personal Care.
Terry described the uptake from existing clients as “energising”, adding: “There’s a real appetite for change in the market – clients have been impressed by the team’s ability to deliver social differently.”
The launch kicks off what is expected to be another big year for We Are Different.
Last year, it received award recognition at the Mumbrella CommsCon Awards among others, where it took home Best Use of Owned Media.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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