We Are Social partner takes up MD role at IPG's Society

James McGrath
By James McGrath | 29 April 2015

David Fairfull has switched from We Are Social to IPG Mediabrands' social media agency Society.

He had been managing partner with We Are Social before making the switch, and will become the new managing director of the IPG outfit.

IPG Mediabrands Australia executive chairman Henry Tajer said it was vital to have the right agency structure in place ahead of what he tips to be a boom in social media spending.

“We expect social media in Australia to accelerate from its current 11% of digital spend to 26% over the next five years, and by then our industry will be investing $2.3 billion a year in social media,” Tajer said.

“With such explosive growth in social media approaching, Society will be a vital conduit in people’s relationships with our clients’ brands. We have chosen David [Fairfull] to lead Society into this evolving era.”

Society was launched as a startup within IPG Mediabrands Australia in November 2013 and since then has grown to hold a roster of more than 50 clients supported by 30 people based in Sydney and Melbourne.

When Fairfull joins Society in June, the agency’s current managing director Nicola Swankie will take on a new position, head of content strategy for Society, a pivotal role for the business into the future.

Fairfull said that he joined Society partially because it had the backing of IPG.

“Society has proved to be a creative, nimble and very effective partner for clients. The business also has a clear competitive advantage in the resources available from the IPG Mediabrands group and I am looking forward to leading Society to its potential,” Fairfull said.

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