Kent Pearson. Credit: Banter
Banter has appointed Kent Pearson head of content, connections and social.
Pearson joins the engagement marketing agency from Connecting Plots, where he led integrated social, influencer and content programs for major brands and helped scale specialist agency a.glo into a full-service offering.
His work included award-winning campaigns such as Helga's Brat Sandwich and Changi Airport's Week Long Layover. Before that, he was Head of Social and Content at TBWA\Eleven.
Paul Den, co-founder of Banter, said the hire reflects growing client demand for social that goes beyond channel management.
"Brands are crying out for a social partner that understands how moments are created, amplified and sustained. Kent gives us the credibility to build social as a specialist solution, deeply integrated with the work we're already doing, from day one," Den said.
At Banter, Pearson's role is to position social, content, creators and partnerships as a lead capability rather than a downstream channel.
Pearson said too much social work lacks real-world grounding.
"Brands are producing huge volumes of content without a clear connection to what they are actually doing in the real world," he said.
“The most effective social platforms I've built have always been anchored in moments people genuinely care about, whether that is experiences, partnerships, PR stories or cultural triggers."
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