Independent full-service agency Apparent has hired Carmela Soares as its new head of social, content and creative systems.
Soares has worked at M+C Saatchi Group, Special Australia, Clemenger BBDO and Meta – where she was head of Creative Shop.
At Apparent, Soares will lead the agency’s social and content capability while developing systems that connect ideas, technology, platforms, data and production.
Her remit will include helping clients and teams understand the increasingly complex relationship between creativity and algorithms, developing platform-native ideas designed for how people discover, consume and share content, and connecting emerging AI technologies to agency workflows.
For Apparent’s clients, that means moving beyond AI as a novelty or production tool and embedding it across the creative process, from briefing and research through to content creation, optimisation and distribution, using it to unlock greater speed, scale and effectiveness and driving stronger creative and business results.
Commenting on her new role, Soares said: “Apparent is already pushing into the future, working with partners like Google and putting technology at the heart of how it creates for clients. I’m excited to build on that momentum, connecting craft, culture and tech in ways that make human ideas flourish.”
Apparent managing director Suzy Smiley added : “Carmela understands that social and content are evolving faster than ever, and that the agencies leading the way are the ones that connect creativity, culture, technology and smarter ways of working.
“She knows how to build systems that make great ideas more agile, more scalable and more effective, without losing the human insight at the heart of them. She brings a genuinely progressive approach to how social and content can shape brands and drive growth. We’re incredibly excited to have Carmela join us and bring that thinking and ambition to the agency.”
