We Are Social managing partner David Fairfull moves to Society as MD



We Are Social managing partner David Fairfull is moving across to IPG Mediabrand’s social media agency Society to take on the managing director role, Mumbrella can reveal.

Fairfull has been with We Are Social for just over four years, first as chief operating officer before being promoted to managing partner in March 2013. Current Society MD Nicola Swankie to take on the new role of head of content strategy

IPG Mediabrands Australia executive chairman Henry Tajer said in a statement: “We expect social media in Australia to accelerate from its current 11 per cent of digital spend to 26 per cent over the next five years and by then our industry will be investing $2.3 billion a year in social media.

“With such explosive growth in social media approaching, Society will be a vital conduit in people’s relationships with our clients’ brands. We have chosen David to lead Society into this evolving era.”

Commenting on his new role Fairfull said: “It is very clear that social will be central to how all brands guide their reputations and relevance. The opportunity to understand genuine consumer insight, while improving conversion, makes it a compelling channel to engage customers.

“However, the constant change and complexity make it necessary to have a capable partner that understands the context. Society has proved to be a creative, nimble and very effective partner for clients. The business also has a clear competitive advantage in the resources available from the IPG Mediabrands group and I am looking forward to leading Society to its potential.”

Fairfull joins Society in June, with Swankie to move to her new role at the same time.

We Are Social has been approached for comment.

Miranda Ward


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