Origin hires Gabba man Fabretti as director of digital strategy
Cheshire agency Origin Creative has appointed Paul Fabretti, co-founder of Manchester social media agency Gabba, as director of digital strategy.
Fabretti, a former social media specialist at Amaze and ex-client services manager at KMP, will lead a new social media team at Origin when he joins in January.
Mark Bottomley, Origin's managing director, said: "With Paul's appointment we can build a best in class resource and truly integrate social media into our strategic, technical and creative processes.
"As an agency we are on the fast track for growth and it makes financial, structural and commercial sense for us to have social media expertise available to clients here."
Bottomely added that Fabretti had worked with Origin on a number of projects, including its United Utilities Sewer Monster campaign and Protocol Skills, "for more than two years".
The agency is now recruiting a social media team to offer clients services including "design and build, monitoring and reporting, training and consultancy".
Fabretti said: "It has, of course, been a difficult decision to leave Gabba behind, but the fast pace of change in the sector has shown me just what capabilities are needed to truly enable clients to maximise the benefit of this behavioural change in consumers."