Socially-led creative agency We Are Social has appointed Caitlin Hislop head of strategy and Sarah Macrae editorial director.
They join the 55-member Sydney team.
Hislop joins from Tribal DDB, where she worked with key agency clients including Kmart, Westpac and Volkswagen.
Previously, she was group strategy director at Mindshare, where she led strategic thinking for IAG, IKEA and HSBC. She will lead a team of 6 strategists, research and paid media specialists.
Sarah Macrae was appointed to the editorial director role after five years at Are Media (previously Bauer Media), where she was head of commercial content, working with brands such as CommBank, Dyson, Diageo and Google on digitally-led content solutions.
She also directed the digital output for the publishing company’s purpose-driven content campaigns on financial literacy, gender parity and coercive control, which collectively earned four awards, including Australian Marketing Institute’s Best Change Social Marketing.
Previously, she was a beauty editor in the UK and Australia, working on titles including Cosmopolitan, Woman, OK! Magazine and POPSUGAR.
She will direct the editorial team, consisting of 10 culturally-connected content editors and social media managers, constantly ideating and creating planned and reactive branded content and establishing effective creative partnerships with influencers.
Caitlin Hislop: “I’m thrilled to join the agency, having watched the formation of their leadership team with jealousy from afar. Suzie has an unbelievable reputation for developing talent and our client roster is impeccable so I can’t wait to get stuck in.
"I’ve always had a passion for understanding how and why people make decisions and that is at the heart of
what the agency does. After all, social isn’t about platforms, it’s about people.”
Sarah Macrae, editorial director at We Are Social: “The appetite for branded editorial continues to grow at pace. I’m so excited to join We Are Social and lead a team of editors and experts that are as immersed in culture as they are in the platforms.
"The work they’ve created in recent years has been best-in-class and I look forward to building on that to
ensure our clients are always at the forefront of cultural conversations.”
Suzie Shaw, managing director at We Are Social, says “We've enjoyed strong growth this year, which has seen us bring in some exceptional new talent, like Caitlin and Sarah. Their skills and experience are outstanding, and are already helping us go from strength to
strength.”
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 us a line at adnews@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.