Indie creative comms agency Poem has appointed former M+C Saatchi APAC CEO Justin Graham as a strategic growth advisor.
The agency said Graham will help the agency assist brands navigating an era where traditional marketing platforms and silos are increasingly failing to reach and engage audiences.
As people wrestle with their own feeds and traditional media continues to be challenged, brands are facing a legitimate “attention crisis,” the agency said, adding that its “culture-led, earn-first” approach empowers brands with a more impactful way to drive salience and improve brand reputation by earning attention rather than simply paying for it.
Graham will work closely with Poem’s leadership team, to refine the agency’s commercial roadmap and scale its unique offering. In his new role, Graham will leverage his extensive industry experience and contacts to educate the industry and introduce Poem’s channel-agnostic model to new brands.
Rob Lowe, co-founder of Poem, said, “Poem has always been the ‘David’ in a world of ‘Goliaths.’ We’ve proven that cultural potency and earned attention can build brand reputation and help drive more cost-efficient business results. Justin understands that the media landscape has shifted and that brands are now competing for a finite amount of attention. He also understands the challenges marketing leaders face in driving business outcomes through this period of change. We aim to give marketing leads the tools and know-how to unify their internal teams and create culturally relevant and effective advertising that doesn’t look like advertising.”
Graham added: “Poem’s ability to find the sweet spot between Audience, Brand, and Culture is exactly what’s needed to solve the engagement gap that traditional silos have created. I’m excited to support Rob and the team as they continue their impressive growth with iconic brands, producing globally-recognised , culturally relevant ideas”
