We Are Social appoints first Global Head of Culture and Insights
London-based, socially-led creative agency We Are Social has appointed Lore Oxford as its first global head of culture and insights.
In the newly created role, Lore will be responsible for diversifying the agency’s research & insight function; bringing with her a qualitative specialism which will enable the agency to more effectively respond to questions around society and culture.
She will also be leading a series of work-streams across the business, aimed at encouraging greater collaboration between markets, to build on the agency’s already expansive body of global insights.
Lore will report directly to We Are Social's chief strategy officer, Mobbie Nazir, who oversees the agency’s strategy and research & insight teams at a global level, with a focus on championing the role of social thinking to drive business value.
Before joining We Are Social, Lore worked with global brands across a variety of industries to support their creative communications by unearthing cultural insights and consumer behaviours to inform their businesses more broadly.
Most recently, she has worked within the strategy teams at AMV BBDO - providing audience understanding for Bacardi and Samsung - and Karmarama, where she delivered cutting edge youth insights for Nando’s and the National Citizen Service (NCS).
Prior to her time in creative agencies, Lore built her career at global research agency Canvas8, where she worked across multiple markets to help Google understand how teens use their phones globally, and support MTV in understanding the science of boredom and how it manifests across different cultures.
Mobbie Nazir, chief strategy officer, We Are Social, said: "Lore brings an important set of skills and experience to the group and it’s very exciting to have her on board.
“Cultural insights and understanding are core to our agency offering and Lore will help us to scale and operationalise our expertise in this area at a global level."
Commenting on her new role, Lore Oxford said: “There’s never been a better time to work in cultural insights. At a time when attention is more fragmented than ever, and declining trust in social platforms is seeing people turn to more private digital spaces, genuinely understanding how people think, feel and behave is the only way brands and marketers can guarantee cutting through the noise.
“It’s a pleasure to be joining an agency that already does so much work in this space, and I’m excited to work with the existing research & insight functions globally to build out our qualitative research offering.
“The opportunity to work amid a team of like-minded internet nerds to ensure our clients participate in internet culture in a meaningful way is a total dream.”
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