We Are Social has announced the appointment of Toby Southgate as its new Global Group Chief Executive Officer (CEO). Southgate succeeds co-founder Nathan McDonald and will lead the agency’s global operations across Europe, North America, Asia, and Australia. His appointment marks a pivotal step in the agency’s evolution, reinforcing its commitment to innovation, growth, and world-class client partnerships.
Southgate brings a wealth of experience to We Are Social, having previously served as Global CEO at Forsman & Bodenfors, where he spearheaded strategic initiatives, strengthened collaboration across offices, and championed gender pay equity. Prior to that, he held key leadership positions at McCann Worldgroup, serving as Global Chief Growth Officer and leading operations across Europe, the UK, and North America. His decade-long tenure at WPP’s Brand Union saw him drive the agency’s first major successes at Cannes and the Effies.
In his new role, Southgate will focus on expanding We Are Social’s core offerings, enhancing its global reach, and driving innovation in collaboration with the agency’s diverse client portfolio, which includes industry giants such as Samsung, Amazon Music, Starbucks, adidas, Activision, Netflix, and Booking.com. His leadership will be instrumental in positioning We Are Social as the most creative and forward-thinking social agency in the industry.
Commenting on his appointment, Southgate stated:
“I’ve long admired We Are Social for its pioneering role in leveraging social and digital platforms at scale. It stands as the only truly global agency in its space, with an incredible future ahead. The opportunity to lead a team of 1,200 talented professionals and collaborate with an exceptional client portfolio was one I couldn’t pass up. The energy, ambition, and appetite for innovation within the network are truly inspiring. My goal is to build a globally connected creative business that continues to set new benchmarks for success.”
Brett Marchand, CEO of Plus Company, We Are Social’s parent company, expressed confidence in Southgate’s leadership:
“We Are Social has become the world’s foremost social agency, with a significant global footprint, a talented team, and a stellar client base. Toby’s extensive experience in leading multinational agencies to success, combined with We Are Social’s outstanding leadership team, presents an exciting opportunity to unlock the agency’s full potential. His commitment to fostering a people-first culture that drives innovation and excellence stood out from the start. We are thrilled to have him on board to guide We Are Social into its next phase of growth.”
Alongside Southgate’s appointment, We Are Social has made key leadership hires to strengthen its global creative and strategic capabilities. In October 2024, Rodrigo Mitma was named Creative Director to co-lead the creative team with Daniel Foo, ensuring the delivery of innovative and social-first campaigns. Additionally, Anton Reyniers was appointed Head of Strategy for Singapore, succeeding James Honda-Pinder, who now leads growth initiatives for APAC from Tokyo.
With Southgate at the helm, We Are Social is poised for an exciting chapter of expansion, innovation, and creative excellence. The agency remains dedicated to driving meaningful brand engagement and shaping the future of social-led marketing on a global scale.
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