In the wake of We Are Social’s appointment of Suzie Shaw as its new Australian MD, B&T can now reveal that David Fairfull, whom Shaw was set to replace has reversed his decision to move to IPG Mediabrands’ Society.
Fairfull told B&T that We Are Social had made him “an offer too good to refuse”.
B&T has been told that Fairfull will focus on developing the company’s Social CRM platform. Fairfull was instrumental in the product’s development 18 months ago, but believes it has global scale and the potential to grow that was too compelling. Social CRM is a proprietary customer relationship management tool that links social media channels with CRM data and website traffic and powers many of the agency’s clients websites including B&T.
IPG Mediabrands said that Society would remain under the stewardship of Dan Johns, IPG’s chief operating officer.
“We confirm David Fairfull will not join Society. Going forward the business will continue to report to Group Commercial Director Dan Johns, as it has done in the past,” IPG Mediabrands said in a statement.
Fairfull said he was regretful about the late change of heart with Society, but that “We Are Social has basically offered me everything I could have wanted.”
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