INDIA – Dentsu Creative Isobar has announced the launch of New-Age Social, a fundamental reorientation of how the agency approaches social media led marketing in a creator first, content saturated digital ecosystem. Gone live in the second half of 2025, the initiative marks a clear shift from static, brand led communication to culture native, creator inspired storytelling built for how audiences engage today.
Rather than operating as a standalone product or vertical, this represents a new operating philosophy across the creative agency’s social practice. Social platforms are treated as living cultural spaces, not just distribution channels. Here, relevance is earned through speed, authenticity, and participation, enabling brands to behave like creators rather than broadcasters.
At the core of this 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, forming a blended model designed to deliver culturally fluent content across both branding and performance objectives.
Ideas are now shaped by platform behaviour, creator formats, and algorithmic realities, enabling brands to participate meaningfully in internet culture instead of appearing as outsiders to it. This approach is powered by an in-house creator studio and an extended creator ecosystem, enabling rapid, platform native content creation at scale. Creative development is tightly integrated with media and performance planning, ensuring social content drives impact across the full funnel, from discovery and engagement to conversion.
The model strengthens dentsu’s Media++ ambition by bringing creative and performance closer together. It is powered by dentsu’s Media capabilities that feed audience intelligence, platform signals, and performance learnings upstream into creative development, enabling ideas to be designed for scale, speed, and effectiveness from the outset.
With this evolution, Dentsu Creative Isobar reinforces its position as a partner for brands ready to move beyond outdated social playbooks, delivering work where culture leads creativity, video drives connection, and social becomes a true engine of relevance and growth.
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. The idea is simple. We are telling brands to behave like creators on social media to drive influence. At Dentsu Creative Isobar, this way of working is now deeply embedded across our teams, enabling us to help brands move with culture and lead with meaning in the spaces that matter most.”
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. At Dentsu Creative Isobar, our teams are deeply rooted in internet culture, thinking platform-first and creating with a creator’s mindset, helping brands show up more naturally, move with the speed of culture, and speak like humans, not corporations.”
