M&C Saatchi Sydney has named former Telstra social media boss Emma-Kate Dobbin as its head of social content as it eyes an increase in brand journalism for its clients.
As social content director, Dobbin will lead the agency’s content and brand journalism efforts.
She had previously run her own agency, Social Heart Media, handling social for brands including Commonwealth Bank and News Digital Media as well as running social content teams for a number of publishers and agencies.
Dobbin is also a regular media commentator on Seven Network, The Morning Show and The Daily Edition and is a former journalist, blogger, author and commentator. She was formerly trends, travel and entertainment writer on the Sydney Morning Herald and Australian launch editor for News Limited's AskMen.Com portal.
M&C Saatchi CEO Jaimes Leggett said: “Ensuring we leverage the opportunities for brands to have cut through in real-time media is a vital part of our business. Emma-Kate’s skills, experience, energy and contacts make her the perfect person for this role.”
She will work alongside M&C Saatchi group innovation director Ben Cooper, who said: “Brand journalism is vital in the maturing world of social media. Emma-Kate gives us that skill set and more. Equipping us with insight-led storytelling that flows with the media behaviour of users.“
M&C has been raiding rival shops for talent in recent months and has also appointed Justin Graham from Droga5 as chief strategy officer and group operations director Amir Mireskandari from Leo Burnett.
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