Dentsu Creative Isobar has announced the launch of New-Age Social, a strategic shift in how the agency approaches social-media-led marketing in today’s creator-first, content-saturated digital landscape. Rolled out in the second half of 2025, the initiative moves away from static, brand-led messaging towards culture-native, creator-inspired storytelling designed around how audiences truly engage online.

Rather than being positioned as a standalone offering, New-Age Social represents a new operating philosophy embedded across the agency’s social practice. Social platforms are viewed as living cultural ecosystems, not mere distribution channels. Relevance, therefore, is driven by speed, authenticity, and participation, encouraging brands to behave like creators instead of traditional broadcasters.

Central to this evolution is a structural reset of Dentsu Creative Isobar’s social teams. The agency has expanded its talent mix to include creators, editors, directors, producers, and platform-native storytellers alongside conventional creative roles. This blended model enables the delivery of culturally fluent content that balances both brand building and performance outcomes.

Ideas are now shaped by platform behavior, creator formats, and algorithmic insights, allowing brands to engage meaningfully with internet culture rather than appearing detached from it. Supported by an in-house creator studio and an extended creator ecosystem, the model enables rapid, platform-native content creation at scale. Creative development is tightly integrated with media and performance planning, ensuring impact across the full funnel-from discovery and engagement to conversion.

Strengthening dentsu’s Media++ ambition, New-Age Social brings creative and performance closer together, reinforcing Dentsu Creative Isobar’s position as a partner for brands seeking relevance, cultural connection, and sustained growth in a fast-moving social ecosystem.