Socially-led creative agency S:E Creative Studio, part of Sony Music Entertainment, has appointed Ben Robbins to the new role of Head of Strategy.
The role is not new for the agency, but Robbins’ unique skill set and fresh perspective will bolster the business’s strategic direction.
Robbins’ entrepreneurial background and vast experience in supporting creators and digital platforms to build audiences and monetise their content, is underpinned by his in-depth understanding of unlocking data and insights.
In a social-first world, where brand behaviour frequently mimics that of creators, Robbins’ experience will optimise the impact of branded entertainment for S:E Creative Studio clients.
Robbins, who will report to Managing Director Ben Kerr, will work across the agency’s existing client roster and as part of the new business team.
He will form a special partnership with the Sony Music, Insights & Analytics division, tasked with using the same data and knowledge they use to launch and power music artists to support the launch and growth of new entertainment formats and franchises for brands.
Robbins was previously a consultant strategist working with a range of clients, including TikTok and YouTube influencers.
Before that, he worked in business development at Sky, as part of the team that acquired the multi-channel network Diagonal View to bolster Sky Sports’ offering across all social platforms.
Robbins began his career at Drum Omnicom Media Group, working on the agency’s early influencer and social content for clients including 02, Mondelez, Canon and McDonalds.
Commenting on the appointment, Robbins said: “I’m thrilled to join the SE team at a time when the business is focusing on the impact that branded entertainment has on brands, particularly through their Dish podcast for Waitrose.
“I’m eager to lead the strategic direction of the agency in this role, and transform ideas into reality to enable brands to captivate their target audiences through culturally impactful content, rather than relying solely on advertising.”
S:E Creative Studio Managing Director, Ben Kerr, said: “Our mission is to give clients cultural firepower by building their fan bases and creating content that uses algorithms as fuel injection for travel.
The means of achieving success for brands, broadcasters and talent has changed, and navigating that change needs mind’s like Ben’s, who analyse the social economy, rather than just advertising case studies.
“And it’s even better he’s called Ben, it’s a great name that.”