Connecting Plots appoints Lewis Steele in the newly-created role as head of social

Connecting Plots has today announced the appointment of Lewis Steele in the newly created role as head of social.

Steele’s (right) remit will be focused on challenging the conventions and practices social agencies have been built on over the past 10 years.

Says Tom Phillips (left), co-founder, Connecting Plots: “For us the opportunity that social media represents for brands has evolved significantly over the past 2-3 years, with misinformed points of view and outdated operating and evaluation models compounding the issue. Things like the expectation to post weekly or to celebrate May 4th with an obligatory Stars Wars post rarely deliver business impact. We truly believe that social media is in need of a radical shake-up and fortunately for us Lewis shares this same point of view.”

Steele joins the agency to lead its social offering across Nestle, Frucor Suntory, Casella and 4Pines. He comes to the role with over twelve years’ industry experience across accounts such as Heineken, Coca-Cola, Nestle, LEGO and Sky Entertainment, AfterPay and Sydney Water. His wealth of knowledge and experience is critical to the changing social landscape, having in-sourced social media teams into blue chip clients, developed integrated social campaigns and brought to market a number of significant attention earning campaigns.

Says Steele: “What excites me most about Connecting Plots is that there are two simple principles ingrained in the agency DNA that are combining with powerful effect. Marketing science and social first thinking. Taking proven marketing effectiveness principles from the likes of Ehrenberg-Bass and Binet & Field, and combining that know-how with our own social thinking and production processes, to deliver campaigns that are shifting the dial for our clients.

“Social continues to evolve at lightning speed, and with it comes waves of opportunity for agile brands looking to create impact.”