ADGEEK
How social changes the agency’s role and business model
We Are Social CEO Toby Southgate examines creator communities, client value and the economics of social work as brands move beyond campaign-led communication.
The conversation
Toby Southgate examines how social platforms and communities are changing the agency model. The conversation considers the move from influencers to makers, the implications for agency income and costs, and the case for investing in communities whose value is difficult to measure directly.
Southgate also discusses what clients can and cannot bring in house, how agencies remain useful as social becomes central to brand communication, and partnership models outside traditional holding-company structures.
Key Takeaways
- Southgate discusses the shift from influencer campaigns toward makers and what that means for agency income and costs.
- He considers how agencies can justify investment in communities whose value is difficult to measure directly.
- The conversation asks which agency capabilities clients cannot easily build in house.
- Southgate compares partnership models with traditional holding-company structures.