Social Soup has scooped up MEC's digital director Thomas Lyngsfeldt to run its digital and new business operations. At MEC, Marcus Layman, formerly of MediaCom Singapore's digital team, will take on the digital director role heading up brands ranging from Campbell Arnotts, GE, and Blackmores.
Lyngsfeldt, who has been at MEC since 2012, will head up the agency sales side of Social Soup business, which currently accounts for 20% of revenue, and is aiming to grow that proportion.
The way Social Soup links “real consumer experiences and product recommendations in the real world with earned media the digital world” is what attracted Lyngsfeldt to the boutique social agency. It currently has around 40 people and is part of the Influence Group.
“Agencies haven’t used Social Soup much the last couple of years as this hasn’t been the primary focus for Social Soup and many agencies," he said.
"More than 80% of the campaigns are directly with advertisers currently, but there is a great opportunity for agencies to manage many of these campaigns and create value for the client with the holistic approach to the campaigns. It is very different from buying TV or digital display campaigns,” he told AdNews.
Lyngsfeldt will also be behind the launch of several new products at Social Soup in the coming months, and developing the digital offering and extending its digital ecosystems for clients, with mobile likely to be a focus to tap into the high consumption of media on mobile devices.
Social Soup works with brands including Arnotts and PayPal.
Social Soup CEO, Sharyn Smith, said: “We are very excited to have Thomas joining Social Soup as he brings world class digital experience and will enhance our proposition across agency teams. Thomas will focus on digital innovation and amplifying real consumer experiences across the digital ecosystem giving new scale to our campaigns. We have a some exciting digital products to launch in the coming months and Thomas is coming on board at the right time to drive them forward.”
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.