SPRITE · REFRESH YOUR FEED · NORTH AMERICA SOCIAL STRATEGY
How does a brand with three decades of cultural standing get its voice back?
A brand with three decades of standing in Black and Brown culture had gone quiet exactly where it had the most right to speak.
THE PROBLEM
Three decades of cultural standing, a social presence gone quiet, and an account formally on notice.
THE MOVE
Refresh the feed: an in-house maker team built around the communities, replacing the middlemen.
THE RECEIPT
From at-risk to the portfolio’s proof case, in one quarter.
ROLE
Social Capability Lead, North America · Agency-side (employer named on request)
REMIT
Led a 70+ person integrated team across four agencies — strategy, creative, community, production, intelligence & analytics, and account & ops.
DIRECT CONTRIBUTION
Led the cross-functional strategy and operating-model rebuild · Audience synthesis · Team model · Measurement architecture
WHAT THE FULL CASE ADDS
The insight the strategy turned on, the two jobs the social work had to do, how the maker model was rebuilt in a week under an account on notice, and the measurement architecture — three of the four measures did not exist before the work and had to be built to make social’s value visible. The numbers are in the full version.
Client work isn’t public by default. The full case is shared on request, as a professional courtesy. The results and the operating model belong to the wider client and agency team, and no vendor names, costs, or individual team members appear in any version.