Social media agencies to ‘take the creative lead’ says Jam MD Richard Costa-D'sa following rebrand to Deep Focus

Agencies born out of the social media era will begin to “take the lead” on creative as brands look to get closer to their consumers former Jam managing director Richard Costa-D'sa has told The Drum following the agency's rebrand as Deep Focus London.

Costa-D'sa, now chief executive of the agency in the UK following Jam's merger with Engine-owned Deep Focus, said that he is seeing a “real move” towards social agencies taking the lead on creative.

“I’m seeing a real move towards the agencies that come out of the social sphere taking the lead in terms of creative,” he said. “They are closer to the consumers and closer to understanding what’s changing in culture and how you become part of it and add value to it.”

The re-brand to Deep Focus London has seen Jam’s global reach expand to six offices with 500 people across three continents, allowing it to respond to the growing number of global social and digital briefs from brands.

“More and more brands are going to come to agencies like ourselves that have got the footing in social because it helps them understand how to get close to the customers but now [we have] have the scale to reach up to global work.”

The decision to rebrand, revealed Costa-D'sa, came earlier this year after Jam found itself frequently co-pitching with the US-based Deep Focus. The two agencies shared the belief that “the future lead creative agencies are going to come out of the digital era” and decided merge their resources. Deep Focus has now become DS, and Jam is Deep Focus London in order to maintain their own identity and “local flavour”.

“What we’ve done in each of those local markets, which is really important, is to make sure that we have our own local flavours and local cultures and the agency themselves, the people we hire and how the agency looks replicates the needs of those local clients.”

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