IPG Mediabrands has today named David Fairfull as the new managing director of the social marketing agency Society. Fairfull, regarded as one of Australia’s foremost social marketing leaders, up to now has been managing partner of We Are Social Australia.

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

Fairfull has been managing partner at We Are Social since March 2013 and before that he was the agency’s chief operating officer for two years. He has deep experience in all forms of social media communications, developed within his career in digital communications that spans more than 15 years.

Society was launched as a start up within IPG Mediabrands Australia in November 2013 and since then has grown to hold a roster of more than 50 clients supported by 30 people based in Sydney and Melbourne. When Fairfull joins Society in June, the agency’s current managing director Nicola Swankie will take on a new position, head of content strategy for Society, a pivotal role for the business into the future.

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.”