"The power of UGC is that it doesn't feel like advertising. Our creator network allows brands to show up authentically across audiences they simply couldn't reach through traditional content production. There's also something genuinely valuable in seeing how creators use products and tell the story in their own way. This organic perspective is something no studio shoot can replicate,"
"The appointment strengthens a growing user generated creator (UGC) division that has worked with hundreds of creators over the past twelve months. It sits alongside the agency's performance team to support creative requirements across client campaigns."
"Having worked alongside the agency's performance team across strategy, Appels has contributed to campaigns for brands, including Chrisco and Searles Gardening Products, and most recently UGC content for Sukin."
"The agency's approach is anchored in trend leveraging and a creator network, casting from within and for new talent when the campaign demands it."
A content director appointment strengthens a user generated creator division that has worked with hundreds of creators over the past twelve months. The role supports creative requirements across client campaigns alongside the agency’s performance team. The appointee has contributed to campaigns for brands including Chrisco and Searles Gardening Products, and has produced UGC content for Sukin. The agency approach relies on trend leveraging and a creator network, casting from within and for new talent when needed. The value of UGC is described as feeling non-advertising, enabling authentic brand presence across audiences that traditional production cannot reach. A second hire focuses on video and TikTok content production for clients.
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