Global socially-led creative agency We Are Social has appointed Rachel Rakowski as Global Head of Gaming, leading the We Are Social Gaming division that was launched in 2021.
In the newly-created role, Rakowski will work closely with the agency’s local markets, ensuring they are equipped to deliver first-class gaming-focused work, ultimately driving global growth for We Are Social in the gaming space.
She will report to Stefano Maggi, regional lead for the EU Area.
Rakowski is an esports leadership specialist, having worked with brands active in the gaming space like Red Bull and McLaren, as well as developers, Blizzard and Jagex.
She has more than 10 years’ experience spanning esports tournament operations, production, strategy, marketing, brand, monetisation, partnerships, business development and game design.
Most recently she was at Logitech G, where she was Senior Global Brand Manager, Simulation.
Here, she helped create Logitech McLaren G Challenge, increase brand visibility and market share in the simulation space for Logitech G; she also launched the brand’s new PRO Racing Wheel and PRO Racing Pedals – the first direct drive wheel system Logitech ever produced, with groundbreaking TRUEFORCE feedback technology.
We Are Social Gaming is an offering that delivers creative gaming solutions for brands through decoding gaming culture and crafting meaningful experiences in gaming and esports environments.
In the last two years, the global unit has gone from strength to strength, delivering creative, award winning campaigns, like Lavazza Arena, Riot’s League of Legends: Wild Rift 2nd Anniversary Celebration and Botaniquest with Klorane.
“With We Are Social, I’m joining an agency that already has some incredible momentum in the gaming space”, Rakowski said.
“With a dream client roster, knowledgeable gaming squad and a lot of future potential, I couldn’t have asked for a better opportunity.
“I’m looking forward to expanding our offering in the ever-changing world of games – adding new capabilities such as game development, experiential metaverse services, esports tournament operations, partnerships and much more.
“I want to create an environment where ideas are not only heard, they’re brought to life with the energy and passion they deserve.
“I’m looking forward to helping our teams push the boundaries of the work we provide to our clients and provide next-level gaming campaigns and experiences.”
Stefano Maggi, EU Regional Lead at We Are Social, said: “Rachel has an extraordinary background in gaming and a deep understanding of gaming culture.
“She has an unconventional approach to briefs and huge experience in building teams both agency- and client- side.
“With her support, our global Gaming Squad Leaders and our local teams all over the world are set to enhance the impact that gaming drives for brands.
“That means driving connections between people, communities, and brands, all while crafting messages meaningful to our clients’ audiences.
“We look forward to Rachel supporting our continuous evolution and enabling us to generate even more ideas worth talking about through gaming.”
We Are Social has been shortlisted for and won multiple awards for gaming projects with The One Show, the Clio, Webby and Epica Awards.