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Social Soup launches content arm, Creator, and hires two industry leaders

Influencer and social agency Social Soup has launched a new content division Creator and secured two industry leaders to lead the new arm of the business.

As part of the new division’s launch, Social Soup has hired Ikon’s head of content and media Maria Casas, and The Remarkables Group’s senior strategist Ashleigh Bruton.

Social Soup’s Sharyn Smith, Ashleigh Bruton and Maria Casas

Bruton, who exited The Remarkables Group this month, has already joined Social Soup as its partnership director.

Meanwhile Casas exited Ikon Communications in August to lead Creator as its group business director.

Sharyn Smith, founder and CEO of Social Soup, told Mumbrella Creator will follow more of an agency model, compared to the heritage of the company.

“Because ‘Creator’ style of work is over half of our business now it needed to be split up and it is operating much more as an agency model so it is very much so having the right specialists that can deliver to those strategies and have the experts that really know this space and can really grow integration across areas with social and content.”

Creator will be made up of 14 employees including strategists, partnership managers, producers, community managers, designers, video specialists, events management, paid social specialists and social analysts.

The new content arm has launched off the back of a raft of new wins for the agency including Aldi, Samsung and Phillips.

“I have been planning for the past six months to really leverage what is happening in the market with how quickly things are moving, platforms like Instagram and Facebook are changing rapidly, everyday, in terms of what access we can get, so Creator is very much set up to be quite flexible in how we deliver those services, it’s supported by our operations and technology team.

“It really is there to lead the market in terms of the client and the creator relationships and fostering those long-term partnerships,” Smith added.

Alongside the two new appointments, Social Soup has also promoted Jo Dear Bowie-Johnson from her role as an insights and analytics manager to leading the operations and analytics business unit.

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