H&M hands creator strategy remit for Asia to We Are Social

Global fashion brand H&M has appointed socially-led creative agency We Are Social to spearhead its content creator strategy and engagement across Asia. The partnership underscores H&M's commitment to strengthening its presence in the region through a dynamic influencer marketing approach.

We Are Social's regional hub in Singapore will lead the account, collaborating closely with its in-market teams to execute locally tailored strategies, a release said. The agency's remit covers the development of a regional content creator strategy, local market research, and end-to-end management of influencer partnerships.

"We have a passion for engaging with our community of fashion aspirers, and we know that content creators are a key source of inspiration for them. As H&M continues to elevate our brand experience across East Asia,  we are happy to partner up with We Are Social to help us engage and connect with the content creators our customers love," said Elin Sandberg, head of marketing for H&M East Asia.

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"We are delighted to partner with H&M to amplify the brand's presence with a carefully curated mix of content creators in its key markets. Asia is home to some of the most active consumers of social media content, making it critical for brands in this region to have a robust influencer strategy in place as part of their marketing mix," Nai Yen Wang, managing director of We Are Social Singapore, said.

The win further cements We Are Social's reputation in the region, where it already works with major brands such as Samsung Mobile, HBO, UOB, and Ferrari. The agency's expertise in social media and influencer marketing continues to drive campaigns across diverse industries.

We Are Social, which employs over 1,200 professionals across four continents (Europe, North America, Asia and Australia), is part of Plus Company, a network of creative agencies founded in 2021. Earlier this year, We Are Social appointed Toby Southgate as its global group CEO, succeeding the agency's co-founder Nathan McDonald.

"We’ll be expanding our offering as the world’s most creative social agency, in partnership with what is undeniably a stellar roster of clients. The energy and appetite for growth and evolution with the network is really compelling. The role was very easy to accept," Southgate said of his new role.

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