Absolut Vodka has appointed AnalogFolk to support its global social media following a competitive pitch process.
This appointment underlines Absolut's commitment to its new ‘storytelling’ brand strategy.
In addition to creating social-first content, creative agency AnalogFolk will be responsible for bringing the existing Absolut brand experiences to life through social media channels, and specifically via branded content and editorial publishing.
When launching an editorial unit in October, managing director of the Sydney arm of the agency Matt Robinson told AdNews that AnalogFolk creating the unit was a deliberate shift away from moderation and community management to creating strong communications and editorial strategy for brands.
“At the end of the day it's about better quality content and making sure we can translate the vision we set for brands into a proper editorial vision as well. It's almost thinking of every brand like it's a magazine or a web property and thinking about who the audience is and translating that into great editorial as well.”
Bill Brock, co-founder and CEO at AnalogFolk, said: "We are thrilled to be working with a brand that is so renowned for creativity and innovation. The appointment is a welcome recognition that our approach to social media, branded content and editorial publishing is compelling to progressive clients."
For more news:
AnalogFolk wins a2 Milk
AnalogFolk hires an editor-in-chief: launches editorial unit
AnalogFolk bolsters its strategy team with new hires
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