Dentsu Creative Isobar has introduced New-Age Social, a strategic shift that redefines how the agency approaches social media marketing in an increasingly creator-driven and content-heavy digital landscape.
Rolled out in the latter half of 2025, the initiative reflects a move away from static, brand-led messaging toward culture-led, creator-inspired storytelling tailored to how modern audiences interact online. Rather than operating as a separate function, New-Age Social is positioned as a guiding philosophy across the agency’s social practice.
Under this approach, social platforms are treated as dynamic cultural spaces rather than simple distribution channels. The focus is on enabling brands to participate in conversations with speed, authenticity, and relevance—behaving more like creators than traditional advertisers.
To support this transformation, Dentsu Creative Isobar has restructured its social teams by integrating creators, editors, directors, producers, and platform-native storytellers alongside traditional creative roles. This hybrid talent model is designed to deliver culturally attuned content that balances brand building with performance outcomes.
The framework emphasizes platform behavior, creator formats, and algorithmic trends in shaping ideas, ensuring brands can engage meaningfully with internet culture. An in-house creator studio and an expanded creator ecosystem further enable rapid, scalable content production.
Creative development is now closely aligned with media and performance planning to drive measurable results across the marketing funnel—from awareness and engagement to conversion. This integration also supports dentsu’s Media++ vision by strengthening collaboration between creative and performance teams.
Leveraging dentsu’s media capabilities, audience insights and performance data are fed directly into creative development, allowing campaigns to be designed for scale, speed, and effectiveness from the outset.
With this evolution, Dentsu Creative Isobar positions itself as a partner for brands seeking to move beyond conventional social strategies and embrace culture-led creativity and growth.
Sahil Shah, CEO, Dentsu Creative Isobar, said, “Social media has firmly come of age, so why haven’t expectations from most brands evolved with it? Audiences today respond to authenticity, relevance, and participation, not over-polished, sales-led messaging. New-age social is about rethinking how brands show up, speak, respond, sell, and build communities in a creator-first world. The idea is simple. We are telling brands to behave like creators on social media to drive influence. At Dentsu Creative Isobar, this way of working is now deeply embedded across our teams, enabling us to help brands move with culture and lead with meaning in the spaces that matter most.”
Zubin Jauhari, Group Executive Creative Director, Dentsu Creative Isobar, added, “In today’s post-attention-span era, audiences don’t read content, they absorb it visually. Brands that succeed are the ones that understand how culture, platforms, and creativity intersect in real time. At Dentsu Creative Isobar, our teams are deeply rooted in internet culture, thinking platform-first and creating with a creator’s mindset, helping brands show up more naturally, move with the speed of culture, and speak like humans, not corporations.”
Read more: Dentsu Creative Isobar Appoints Dhruv Tiwari and Zubin Jauhari as Group Executive Creative Directors
