EXCLUSIVE: M&C Saatchi has lured an experienced social media strategist to lead the agency’s social media work and “take it to a whole new level”.
Heading up M&C’s social media team and sitting within the agency’s strategy team, Tip Gloria has been appointed to the newly-created role of social strategy director.
She joins after a brief spell client-side, with BT Financial Group. Prior to that, Gloria was at GPY&R and its VML and Ideaworks divisions.
Gloria told B&T: “I am absolutely thrilled to be here and be a part of M&C. It’s important for social to be at the beginning of the creative process. With so many campaigns, social is tacked on as an afterthought, but it should be written into the creative brief. Being at the start of the creative process when briefs come into the agency is a great opportunity.”
Gloria’s role will be to highlight the role of social media – and to celebrate it. She said: “M&C has already been doing huge amounts of social, but it probably hasn’t been highlighted enough. My role is about celebrating the past successes as well as looking towards the future and how to bring social by design to the core of the creative.
“My role is also formalising the structure of the social media team and offering leadership around how social can be more integrated throughout the offering.”
She added that she is looking forward to working all the agencies within the M&C Saatchi group.
“We have access to a huge amount of talent in specialist areas,” she said. “That, for me, is a huge opportunity.”
Jaimes Leggett, M&C Saatchi CEO, added: “Tip brings unrivalled expertise, experience and insights to a role that is of increasingly vital importance to our clients as they look to maximise the enormous potential to leverage contagious ideas.
“Although social has been a part of our offer for a while now, Tip’s appointment will take it to a whole new level for our clients.”