Dentsu Creative Isobar has announced the launch of New-Age Social, a reorientation of how the agency approaches social media led marketing within a creator first, content saturated digital ecosystem.
Gone live in the second half of 2025, the initiative marks a shift from static, brand led communication to culture native, creator inspired storytelling designed for current audience engagement.
Rather than operating as a standalone product or vertical, New-Age Social is positioned as a new operating philosophy across the agency’s social practice. Social platforms are treated as living cultural spaces rather than distribution channels, with relevance earned through speed, authenticity, and participation, enabling brands to behave like creators instead of broadcasters.
At the core of the shift is a structural reset within Dentsu Creative Isobar’s social teams. The agency has expanded its talent mix to include creators, editors, directors, producers, and platform native storytellers alongside traditional creative roles. The blended model is designed to deliver culturally fluent content across both branding and performance objectives.
Sahil Shah, CEO, Dentsu Creative Isobar, said, “Social media has firmly come of age, so why haven’t expectations from most brands evolved with it? Audiences today respond to authenticity, relevance, and participation, not over-polished, sales-led messaging. New-age social is about rethinking how brands show up, speak, respond, sell, and build communities in a creator-first world.”
Zubin Jauhari, Group Executive Creative Director, Dentsu Creative Isobar, added, “In today’s post-attention-span era, audiences don’t read content, they absorb it visually. Brands that succeed are the ones that understand how culture, platforms, and creativity intersect in real time.”
