Social Soup appoints Pacific Magazine’s Annie Tran to drive innovation in social influence

One of Australia’s first social influence consultancies, Social Soup, has appointed former Pacific Magazines campaign manager, Annie Tran, as senior partnerships manager to lead the agency’s new client relationship approach and support the consultancy’s innovation in the social influence sphere.

With several new brand partners joining the agency, including Merck Sharp & Dohme and Procter & Gamble, Tran’s (right) role will see her build a deep understanding of Social Soup’s brand partner products and category, trends and competitor. Annie will also work with commercial and strategy teams to partner with brands to builder longer term partnerships with influencers.

Social Soup founder and CEO, Sharyn Smith (left), welcomed Annie joining at a pivotal time for the agency: “It’s an incredibly exciting time for Social Soup. For more than a decade we have pioneered how brands can authentically partner with influencers to forge valuable connections with potential customers.

“Now, with rapid innovation taking place across the agency, global brands looking for a new way to engage with influencers are selecting Social Soup to get the most out of their influence strategies. Annie’s big brand experience is a critical hire in delivering new thinking, products and services.

“We’re excited by the demand of brands for our innovative approach to creative, authentic and measurable campaigns through the power of influence. Annie is a key part of that strategy.”

Tran joins with significant experience across magazines and advertising. She joins Social Soup from Australia’s leading publisher Pacific Magazines, where she was senior campaign project manager working for brands including Woolworths, Samsung and Blackmores.

At Pacific Magazines, Tran led first in class branded video content and podcast campaigns which received recognition from the global Facebook team for best practice branded video content integrating both client and publisher branding.

Tran said she was thrilled about the opportunity of working with Social Soup: “Social Soup really created the social influence category more than a decade ago, before most knew what social influence was.

“Advertising is my career and people are my passion, so I can’t wait to find the best creative solutions for my clients by connecting brands to real people and their inner circle of trusted advisors.

“With the agency’s incredibly impressive roster of clients, I look forward to playing my part in harnessing my expertise to deliver great outcomes for our clients.”