Gale immerses clients into social beyond just media buys — will it pay off?

Mindful of the impact of social virality, but by no means demure in its aggressive embrace of it — see what I did there? — Stagwell agency Gale has quietly built out a 50 person team to lead clients into the turbulent but potent waters of culture-riding across the social spectrum. 

Gale, which has historically been known for CRM specialization, data-crunching and use of channels others have forgotten about (email, for example) to find business opportunities for its clients, assembled this new immersive social culture unit to leverage all social elements in rapid turnaround fashion to launch clients’ new brands or expand them into new markets, explained Brad Simms, Gale’s president and CEO. 

Simms brainstormed with several team leaders at Gale, asking them to consider how they would launch a new brand today. The answer was clear: “No one’s thinking TV, no one’s thinking out of home,” said Simms. “Everyone’s thinking social first. And that doesn’t necessarily mean social platforms all the time, but it means finding a community, understanding what’s going on in that community, tapping into it, [and] have them create content.”

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