Born Social Bolsters Strategy Team Following a String of New Business Wins

Born Social, the social-first full service agency, is proud to announce three new joiners as it further expands its strategy team. The agency's strategy department, now comprising 17 talented individuals, is under the leadership of Essi Nurminen, head of strategy, reporting to Callum McCahon, chief strategy officer.

The appointments follow Born Social winning over 10 major accounts, including: Ford Europe, Peloton, Talisker (Diageo), Ubisoft, and Value Retail in just the last six months. The agency has also been shortlisted for the upcoming Agency of the Year Awards, in the Digital Innovation category, in recognition of its recent successes.

Each joiner brings a wealth of experience and industry expertise to strengthen Born Social's capabilities:

Katie Drew, senior strategist

Katie joins from ScienceMagic, where she held a lead role in brand strategy, working with renowned brands such as Bottega Veneta, Harvey Nichols, and The Evening Standard. Notably, she chaired and founded the ScienceMagic pro bono committee, supporting emerging Black-led businesses. Katie was also a founding member of the Sustainability Task Force, contributing to the company's annual impact report and B-Corp certification.

Karen Ftouni, strategist

Karen brings a creative brand strategy background from her previous role at LADbible, and she has held positions as a brand strategist at venturethree and a creative strategist at VaynerMedia. Her extensive experience spans various categories, including work on brands such as NOW TV, Tinder, Durex, and Heinz.

Keith Muir, strategist

Keith, with a background as a Planning Manager at The Midnight Club, specialises in culture and community across the fashion and lifestyle sectors. His portfolio includes managing clients like adidas Originals and Netflix.

Essi Nurminen, head of strategy at Born Social, commented, "2024 is the year of social-first brand strategy. Applying the rigour of traditional brand building to social environments, communities, and culture will unlock huge gains for ambitious brands. I'm looking forward to working with the brilliant brains of Katie, Karen, and Keith to bring that vision to life."

Born Social is part of the industry-leading Croud Group, which also includes global full-service digital agency, Croud, and luxury performance specialists, VERB Brands.