We Are Social Appoints Global CEO Toby Southgate to Lead Expansion

We Are Social Names Global CEO to Drive Expansion

We Are Social, a leading global social marketing agency, has announced the appointment of Toby Southgate as its new Global CEO. This strategic leadership change marks a significant milestone in the agency’s evolution, signaling its commitment to global growth, innovation, and creative excellence in social and digital marketing. As a respected leader with a proven track record across the advertising and marketing industry, Southgate's appointment reinforces We Are Social’s vision to scale its global presence and drive value across its diverse client base.

Who Is the New CEO of We Are Social?

Toby Southgate has officially been appointed as the Global CEO of We Are Social. A prominent figure in the advertising and branding world, Southgate succeeds co-founder Nathan McDonald, who stepped down in October 2024. Before taking the helm at We Are Social, Southgate served as Global CEO of Forsman & Bodenfors, where he led ambitious restructuring initiatives that enhanced collaboration, implemented gender pay equity, and positioned the agency as a creative force across markets.

Southgate’s Previous Roles and Achievements

Southgate brings with him an impressive résumé. At Forsman & Bodenfors, he played a critical role in unifying operations post-merger, overseeing campaigns for global brands like Volvo, Google, Diageo, and Procter & Gamble. His global perspective is reinforced by previous senior roles at McCann Worldgroup and a decade-long tenure at WPP’s Brand Union. Across these roles, Southgate not only orchestrated global growth strategies but also championed inclusive workplace values that aligned talent performance with brand innovation.

What Will Toby Southgate’s Role at We Are Social Involve?

As Global CEO, Southgate will lead over 1,200 employees spread across four continents. One of his primary objectives is to evolve We Are Social’s creative offering, scale innovations in cross-border collaboration, and help drive the growth of their brand clients. His appointment shows the agency doubling down on its mission to remain the world’s most creative social agency at scale.

Vision for Global Expansion

Southgate is expected to build on We Are Social’s reputation by introducing strategies that optimize its global operations. Commenting on his appointment, he stated that the appeal of working with a client roster featuring brands like Samsung, Starbucks, Activision, and adidas was too compelling to ignore. He also emphasized expanding the agency's capabilities across core service areas—from creative integration to digital and data strategy.

Commitment to Creativity and People-first Culture

As a creative agency that thrives on innovation, We Are Social is known for transforming how brands engage with audiences online. Southgate’s leadership is expected to reinforce this creative edge while embedding a people-first culture across all teams. Brett Marchand, CEO of parent company Plus Company, praised Southgate as a leader who fosters environments where talent can flourish and organizational creativity is prioritized.

How Is We Are Social Expanding Under New Leadership?

With marketing evolving rapidly and brands seeking specialist partners in social media strategy, Southgate’s leadership signals a bold effort to scale globally while staying creatively nimble. We Are Social, already positioned as a top marketing agency for social media, is preparing to expand its services into new markets and develop deeper strategic partnerships with multinational clients.

Enhanced Client Portfolio

Under Southgate's tenure, the client portfolio is expected to grow significantly. Existing brand clients include Amazon Music, Netflix, Booking.com, and more—adding to an already impressive roster. This broad mix of tech, entertainment, retail, and lifestyle brands offers fertile ground for innovation in digital storytelling and consumer engagement at scale.

Alignment of Global Teams

Southgate’s experiences across North America, the Middle East, Europe, and Asia prepare him to lead a unified global team. By introducing streamlined operations and strategic alignment across markets, Southgate aims to ensure We Are Social continues as a truly global agency with local expertise.

Why Is This Appointment Important to the Industry?

The executive appointment of Toby Southgate is more than just a leadership shift—it reflects a broader evolution in how creative agencies are positioning for the future. In an industry where the stakes of brand storytelling are higher than ever on social platforms, the decision to bring in an experienced marketing leader underlines the need for scale, innovation, and dynamic thinking.

A Stronger Global Presence in Social Media Marketing

We Are Social operates at the intersection of creativity and community. Southgate’s appointment as global CEO will likely strengthen its leadership in the marketplace as a pioneering agency for social media, known for crafting meaningful, insight-driven campaigns that resonate across cultures.

Industry Trends Aligning With Creative Leadership Changes

The rise of digital-first and social-native campaigns has made the role of a social marketing agency even more critical in driving brand success. Southgate’s alignment with this trend presents an opportunity for We Are Social to redefine how global creative agencies structure, scale, and serve modern brands.

Frequently Asked Questions (FAQ)

What is Toby Southgate’s role at We Are Social?

Southgate is the newly appointed Global CEO of We Are Social. He is responsible for leading global operations, driving growth, and expanding the agency’s client offerings while fostering a culture of collaboration and creativity.

What experience does Toby Southgate bring to We Are Social?

Southgate brings extensive experience in global agency leadership from Forsman & Bodenfors, McCann Worldgroup, and WPP’s Brand Union. He is known for leading post-merger integrations, promoting diversity and inclusion, and driving brand success stories at the highest level.

How will We Are Social evolve under Toby Southgate?

Under Southgate, We Are Social will intensify its focus on global expansion, enhance its digital and creative offerings, and pursue deeper client partnerships. The aim is to grow the agency as a connected, global brand driven by culture, creativity, and results.

Who did Toby Southgate replace?

Toby Southgate replaces Nathan McDonald, co-founder of We Are Social, who stepped down in October 2024. Brett Marchand, CEO of Plus Company, served as the interim head prior to Southgate’s appointment.

What clients does We Are Social currently work with?

We Are Social's brand clients include tech and consumer giants like Samsung, Starbucks, adidas, Activision, Amazon Music, Netflix, Booking.com, and more.

Conclusion:

The appointment of Toby Southgate as Global CEO signals the beginning of a new chapter for We Are Social. As a top-tier digital agency operating in a landscape where creativity meets commerce, the agency is poised for transformative growth under Southgate’s leadership. With his extensive track record, collaborative ethos, and strategic mindset, Southgate is ideally positioned to lead We Are Social through its next phase of global expansion—enhancing its role as the best-in-class social marketing agency for brands worldwide.

From executive appointment storytelling to scalable content campaigns, our team supports marketers and agencies looking to expand their presence with the same clarity and creativity seen at top firms like We Are Social.

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