We Are Social Boosts EMEA Team with Double Promotion

Why It Matters

By creating dedicated growth and cultural‑strategy roles for its largest region, We Are Social can accelerate revenue, deepen client relationships, and better compete for global brand spend in EMEA.

Key Takeaways

• Dearey becomes EMEA chief growth officer, first in role
• Greenwood now leads EMEA cultural strategy and insight
• Moves align with 2025 regional structure under CEO Jim Coleman
• Focus on growth mindset and collaborative cultural insights
• Enhances ability to win global brand business

Pulse Analysis

We Are Social has become one of the most visible digital‑only agencies, helping brands navigate social platforms, influencer ecosystems, and real‑time cultural moments. The EMEA region—spanning the UK, France, Germany, Spain, Italy, the Netherlands, and the Gulf—accounts for a sizable share of the agency’s billings, making it a strategic priority. As advertisers shift more spend to performance‑driven social campaigns, agencies that can combine data‑rich growth tactics with deep cultural insight are better positioned to win and retain high‑margin accounts.

The dual promotions signal a structural pivot toward specialization. Garrett Dearey’s new role as chief growth officer gives the agency a single point of accountability for revenue expansion, from prospecting new global brands to crafting growth roadmaps for existing clients. Meanwhile, Paul Greenwood’s expanded remit places cultural strategy and insight at the core of the agency’s offering, ensuring that creative work resonates across diverse markets. Both leaders have been with the firm for over a decade, providing continuity while injecting fresh strategic focus.

Industry analysts note that the move mirrors a broader trend: agencies are decentralizing decision‑making to regional hubs to respond faster to local market dynamics. By aligning growth and cultural functions under a regional umbrella, We Are Social can streamline pitch processes, leverage cross‑market learnings, and present a unified narrative to multinational brands. This approach not only strengthens its competitive edge in EMEA but also sets a template for other global agencies seeking to balance scale with regional relevance.