Wickerson will focus on creating culturally relevant content, paid media and distribution strategies for We Are Social’s global client base. She will be looking to help brands create a paid approach that reflects the variety of audiences on social media who use different channels and their features in creatively diverse ways. She will work with clients to navigate social and gaming platforms and communities, established social media platforms and emerging platforms with limited or ad-free offerings.
In addition to her client-focused responsibilities, Wickerson will bring the agency’s media offering into closer alignment with its strategy, research & insight and innovation teams across its 15 global offices.
For the past two years, Wickerson has led the media team at Socialize in Dubai, part of the We Are Social network, and will continue to do so in her new role. During this period she has overseen notable work including the successful Bugles (General Mills) Saudi Arabia #crunchit campaign. She will continue to be based in Dubai, and will report to We Are Social’s global board, working closely with chief strategy officer Mobbie Nazir.
The majority of her 12-year career in marketing has been spent client-side in tech companies from Stockholm to Vancouver, including SMART Technologies and Hootsuite, where she led the global media team for three years. Wickerson has a master’s degree in business analytics from NYU.
Nathan McDonald, co-founder and group chief executive at We Are Social said: “With so much change in paid media and the way the pandemic has pushed forward digital uptake, it makes sense for us to create this role now. Brittany’s experience and international perspective make her ideal to take on this role and ensure that We Are Social achieves our goal of elevating our media offering globally.”
Wickerson said: “Both the social media and advertising spaces are undergoing huge change right now. Re-fragmentation increases the complexity of social media for brands and agencies, and requires fundamentally different strategies when it comes to content, paid media and distribution. Brands need partners to help them navigate and understand the social platforms and communities where they play – not just run ads on them. I’m really looking forward to working with our media teams all over the world to ensure that together we integrate this offer into closer alignment with other teams. Our clients will benefit from culturally relevant strategies that leverage all forms of paid, earned and owned distribution, at scale”.