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 designed for the way audiences engage today.

Rather than functioning as a standalone vertical, New-Age Social represents a new operating philosophy across Dentsu Creative Isobar’s social practice. 

Social platforms are now viewed as living cultural spaces instead of mere distribution channels, where relevance is built through speed, authenticity, and participation. This enables brands to behave more like creators than broadcasters.

At the centre of the transformation is a structural reset of the agency’s social teams. The talent mix has been expanded to include creators, editors, directors, producers, and platform-native storytellers alongside traditional creative roles. This blended model is designed to deliver culturally fluent content that supports both branding and performance objectives.

Ideas under the new framework are shaped by platform behaviour, creator formats, and algorithmic realities, allowing brands to participate meaningfully in internet culture. The approach is supported by an in-house creator studio and an extended creator ecosystem, enabling rapid, platform-native content creation at scale.

Creative development is closely integrated with media and performance planning to ensure social content drives impact across the full funnel, from discovery and engagement to conversion. The model also strengthens dentsu’s Media++ ambition by bringing creative and performance functions closer together.

Powered by dentsu’s media capabilities, the framework feeds audience intelligence, platform signals, and performance learnings upstream into creative development. This allows 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 looking to move beyond traditional social playbooks, delivering work where culture leads creativity, video drives connection, and social becomes a core 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.”