Former DDB Sydney planning partner Graham Sweet joins We Are Social in head of strategy role

We Are Social, the global socially-led creative agency, has appointed Graham Sweet as head of strategy.

He joins the agency with a 15-year career spanning top advertising and media agencies as well as brand consulting. He was most recently at DDB Group Australia as a planning partner and prior to that, as strategy director at Bohemia Group.

Says Suzie Shaw, managing director, We Are Social: “Graham has an impressive bank of experience and a strong pedigree.

“We Are Social has grown a lot in the past few years and so too has the scope of what we’re delivering for clients. With his eclectic mix of experience, Graham is uniquely placed to lead our strategic approach and help drive bigger thinking for clients like Netflix, Amazon and Samsung.”

Sweet said he was looking forward to being part of an agency that was helping shape cultural conversation.

Says Sweet: “Brands have always and will always be fighting for two key imperatives: differentiation and relevance. While a product’s unique selling proposition might help on the differentiation side of things, relevance has to play out in the cultural conversation. The majority of that cultural conversation happens today in social.”

His appointment is effective immediately.