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Amplify's student and Gen Z specialist agency Seed hires Alex Carapiet
October 6, 2022
Seed appoints forward-thinking influencer and social marketer Alex Carapiet as head of social to support agency’s continuing global growth
Seed – Amplify’s student and Gen Z specialist agency, working with clients including Amazon, ASOS, Bumble, Jack Daniel’s and Spotify – has appointed social and influencer veteran Alex Carapiet to the newly created role of Head of Social. The move signifies Seed’s evolution into an agency that fully integrates social and influencer with brand experiences that resonate with Gen Z.
Reporting into Seed’s CEO, Joe Brailsford, Carapiet’s role involves leading the development of Seed's ever-expanding social media services for existing and new clients; creating and growing a dedicated team to deliver outstanding work; and maintaining Seed's position as the leading social and experiential agency in the Gen Z space.
Previously Business Director for influencer specialists The Fifth and social video company Brave Bison, and Brand Partnerships and Influencer Manager for News UK, Carapiet has developed award-winning social and influencer strategies for major brands and campaigns including the Gen Z-focused launch of YouTube Shorts, which partnered with 50 of the UK's most creative influencers and the BRIT Awards. His work has led him to scoop industry accolades such as Influencer Marketing and Digiday Awards.
This latest appointment comes at a time of significant growth with Seed set to break the £7m sales mark, a 25%+ increase from last year and well ahead of pre-pandemic trading. The agency has secured significant global projects for Amazon, ASOS and Spotify and new client wins including Instax Fujifilm, Mindful Chef and Trainline.
Part of Seed’s recent success is down to broadening its reach beyond targeting students into the wider Gen Z audience; consolidating a shift that began during the pandemic when Seed began investigating opportunities to target students beyond the campus.
Carapiet’s arrival comes hot on the heels of Seed creating two new roles to service the agency’s expanding remit and growth: Senior Creative Strategist and Head of Live:
After two years at sibling agency Amplify, Senior Creative Strategist, Louise Millar joins Seed having spent six months doing a dual role across both agencies. In her new role Millar has led Seed’s latest What Matters To Us research project and has helped secure some of the agency's biggest client wins, including Spotify’s ‘Greasy Tunes' campaign.
Faye Lancey came on board as Head of Live back in May, following six years at Hyperactive as Head of Production. Lancey will be working across Seed’s growing business that includes clients Amazon, Mindful Chef and Trainline for whom Seed are delivering campaigns across the UK and in five European markets.
Seed’s CEO, Joe Brailsford, said: “It’s thrilling to welcome not just Alex, but also Faye and Louise, to our ever-growing team. Their appointments are evidence of the recent significant growth that has stemmed from key wins, including Spotify Greasy Tunes and ASOS’ Crep refresh in the UK and US. By broadening our expertise, we are now even better placed to help clients target Gen Z on campus, in culture and beyond.”
Seed’s new Head of Social, Alex Carapiet, added: “Having worked in social media from publisher, agency, brand and creator perspectives, my focus is helping Seed develop Gen Z-focused campaigns that stand-out from the crowd. The make-up of Seed’s team definitely reflects the culture it creates for and is very much at the vanguard of youth culture marketing. I can’t wait to get stuck in.”