We Are Social adds 2 new recruits
Social creative agency We Are Social has appointed Caitlin Hislop as head of strategy and Sarah Macrae as editorial director. They join the 55-strong Sydney team as the company continues to bolster its strategic and creative capability in support of a growing client base.
Hislop joins from Tribal DDB, where she worked with key agency clients including Kmart, Westpac and Volkswagen.
Prior to that she was group strategy director at Mindshare, where she led strategic thinking for IAG, Ikea and HSBC. In her new role she will lead a team of six strategists, research and paid media specialists.
Caitlin Hislop and Sarah Macrae
Macrae joins after five years at Are Media (previously Bauer Media), where she was head of commercial content, working with brands such as CommBank, Dyson, Diageo and Google on digitally-led content solutions. She also directed the digital output for the publishing company’s purpose-driven content campaigns on financial literacy, gender parity and coercive control, which collectively earned four awards, including Australian Marketing Institute’s Best Change Social Marketing.
Previously, she was also a beauty editor in the UK and Australia, working on titles including Cosmopolitan, Woman, OK! Magazine and PopSugar.
Macrae will direct the editorial team, consisting of ten content editors and social media managers, constantly ideating and creating planned and reactive branded content and establishing effective creative partnerships with influencers.
Hislop said: “I’m thrilled to join the agency, having watched the formation of their leadership team with jealousy from afar. Suzie has an unbelievable reputation for developing talent and our client roster is impeccable so I can’t wait to get stuck in. I’ve always had a passion for understanding how and why people make decisions and that is at the heart of what the agency does. After all, social isn’t about platforms, it’s about people.”
Macrae said: “The appetite for branded editorial continues to grow at pace. I’m so excited to join We Are Social and lead a team of editors and experts that are as immersed in culture as they are in the platforms. The work they’ve created in recent years has been best-in-class and I look forward to building on that to ensure our clients are always at the forefront of cultural conversations.”
In 2021, the We Are Social team has expanded with new hires across client services, strategy, creative, production and operations, following new business and organic growth.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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