CB Q&A with We Are Social’s newly appointed editorial creative director Ruaridh O’Donnell
Socially-led creative agency We Are Social recently appointed Ruaridh O’Donnell to the role of editorial creative director. Here, O’Donnell chats with Campaign Brief on his move to Australia, the value of editorial and the social landscape.
Campaign Brief: After 6 years at We Are Social London, you have recently joined the Sydney team. What excited you the most about this new chapter?
Ruaridh O’Donnell: First of all, I was buzzed to be able to transfer from We Are Social London to our Sydney office. My girlfriend is a Sydney native (shout out Steph), and she’s been trying to get me over for years, so it’s great to finally be here. The team I’ve inherited is already bustling with talent and has a great understanding of social. So what’s really exciting is the opportunity to grow it further, work with new clients, and show them just how much value editorial can add to their creative output.
CB: You said you’re excited about growing your team. What are you looking for in your new wave of editors?
RO: Primarily a love of internet culture, and a desire to create great work. Social is an incredible space where no two days are ever the same, so an agile thinker who can find a creative angle across the latest stories and trends is always going to stand out. But other than that, there’s no single characteristic or quality that anyone in the team has to have. And actually I think our strength lies in that difference. Having contrasting interests and passions points means we can all come at ideas from a totally different perspective.
CB: How do you see the role of social content evolving in the coming years, and what opportunities and challenges do you anticipate for brands in this space?
RO: The social landscape is more cluttered than ever, so with that comes a more discerning audience who have zero time for wallpaper. To stand out, you need to be adding something of value to their experience, whether that’s inspiration, education or straight-up entertainment. In terms of opportunities, the constant evolution of the platforms gives us infinite possibilities to connect meaningfully with our communities. TikTok, for example, was a fringe space not so long ago, and now it’s one of the world’s biggest cultural drivers. I also like how niche online communities and interests are becoming more and more celebrated. These open up a ton of avenues for brands to explore and tap into, so long as you show up in the right way.
CB: What do you believe sets We Are Social apart from other creative agencies, and how do you plan to maintain that competitive edge in the industry?
RO: I genuinely believe our editorial department gives us that edge, because it’s full of people who not only live and breathe internet culture, but move at the speed of it. We close the gap between our clients and the audiences they want to speak to, because we’re already playing in those spaces. I think so long as we maintain that curiosity and connection to the culture, we’ll continue to have that edge.
CB: With the rise of influencers and the increasing importance of user-generated content, how do you balance the need for authenticity with the desire to create branded content that resonates with consumers?
RO: It goes back to what I was saying earlier about audiences being more discerning than ever. Influencers and brand advocates obviously have an important role to play in helping brands reach communities, or play in areas they wouldn’t necessarily be able to go themselves, but you need to make sure you’re working with people who share your values. That relationship is really important, because trust works both ways. Of course influencers need to stay within brand guidelines, but you also need to give them the freedom to get the message across in their own style. If you don’t get the balance right, audiences can see it from a mile away. So yeah, the key is to do your research, work out your strategy, and go into it with a collaborative mindset.
CB: Looking ahead, what are your goals and priorities for We Are Social Sydney, and how do you see the agency evolving in the years to come?
RO: The agency is in a really great place at the moment. Our ECD Ben Clare has been there for a year now, and has had a terrific impact on both the team and the work. My first goal is to strengthen our team further, and then longer term I want to make award-winning work. If you’re reading this and want to be part of that, definitely hit us up as we actually have a couple of roles going at the moment. There’s loads to look forward to, and we’re going to have a lot of fun doing it.