Toby Southgate Takes the Helm as We Are Social’s Global CEO

Global creative agency We Are Social has named Toby Southgate as its new global group CEO, stepping into the role previously held by co-founder Nathan McDonald, who departed in October 2024. Brett Marchand, CEO of parent company Plus Company, temporarily led the agency during the transition.

With a workforce of 1,200 spanning Europe, North America, Asia, and Australia, Southgate is set to refine the agency’s operations, ensuring a more connected and collaborative creative network. His leadership will focus on evolving the agency’s approach to its people, projects, and clients while driving innovation in partnership with major brands, including Samsung, Amazon Music, Starbucks, Adidas, Activision, Netflix, and Booking.com.

Southgate, formerly the global CEO of Forsman & Bodenfors, played a key role in unifying the agency’s international offices post-merger, championing gender pay equity, and strengthening cross-border collaborations. His tenure saw the agency collaborate with high-profile clients such as Volvo, Google, Procter & Gamble, and Diageo.

Bringing extensive experience from North America, Europe, the Middle East, and Asia, Southgate previously held senior positions at McCann WorldGroup, where he oversaw growth strategy and client relations across Europe and the UK. Earlier in his career, he spent a decade at WPP’s Brand Union, where he contributed to its success at Cannes and the Effies.

Reflecting on his new role, Southgate expressed admiration for We Are Social, noting its pioneering role in leveraging social and digital platforms for brands on a global scale. He emphasized his excitement about working with the agency’s talented team and strong client roster, adding that the agency’s potential for growth made accepting the position an easy decision.

Marchand also shared his confidence in Southgate’s leadership, acknowledging We Are Social’s impressive global presence and strong creative reputation. He highlighted Southgate’s expertise in steering multinational agencies toward growth and his commitment to fostering a thriving workplace culture as key factors in driving the agency forward.

Meanwhile, We Are Social has continued to strengthen its leadership team. In October 2024, Rodrigo Mitma joined as creative director, working alongside Daniel Foo to lead the agency’s creative efforts. Additionally, Anton Reyniers was appointed head of strategy for Singapore, taking over from James Honda-Pinder, who transitioned into a new role as head of growth for APAC in Tokyo. Reyniers is now responsible for shaping strategic planning in Singapore to help clients achieve their business goals.

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