We Are Social Restructures Leadership for AI-Integrated Growth
We Are Social promotes three senior leaders across North America, creating AI-focused creative role. Strategic restructuring follows double-digit revenue growth and 16+ client wins.
We Are Social has appointed three senior leaders across its North American operation simultaneously, announcing the changes on February 20, 2026, following a year of double-digit revenue growth and more than 16 client wins.
Three New Roles Created Across U.S. and Canada
Dana Neujahr has been promoted to president of We Are Social U.S., a newly created position. She previously served as managing director for two years. Her responsibilities include overseeing U.S. business growth, strengthening senior client relationships, and scaling the agency's Culture Comms practice.
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Ariel Broggi has been named director of creative excellence and innovation, another newly created role. The position is specifically designed to integrate AI and emerging technologies into creative campaigns. Broggi reports to U.S. Executive Creative Director Matt Walker, placing AI governance directly within the creative chain of command rather than in a separate technology function.
Krisztina Virag has been appointed managing director of We Are Social Canada, replacing Coby Shuman, who helped establish the Canadian office in 2019. Virag will lead Canadian growth strategy and develop more immersive brand experiences.
All three appointments are internal promotions, preserving existing client relationships and institutional knowledge.
CEO Rebecca Coleman described the moves as deliberate preparation for the agency's next phase. "Rather than restructuring, this is about sharpening focus and creating the right leadership structure for scale," Coleman said. "It's ultimately about setting the agency up for what's next: deeper client partnerships, greater creative ambition and stronger integration across North America."
Coleman also signaled a broader repositioning of the agency's identity. "Social-led thinking is no longer confined to social platforms," she said. "It is the foundation for creative excellence, immersive storytelling, and the construction of entire brand worlds."
Appointments Follow Strong Commercial Performance
The restructuring follows measurable growth in North America. The agency reported double-digit revenue growth, more than 16 client wins, and more than 65 industry awards in the year preceding the announcements. We Are Social's North American operation now employs nearly 200 people.
The agency's North American client roster includes adidas, McDonald's, YouTube, Visa, Amazon, and Universal Pictures, all of which have significant Asia-Pacific operations.
We Are Social employs approximately 1,300 people across 19 offices globally. It was founded in London in 2008, acquired by Chinese communications company BlueFocus in 2013, and became part of Canada-headquartered Plus Company in 2021 following a majority stake acquisition by CVC Capital Partners.
Expansion Runs Counter to Holding Company Consolidation Trend
The appointments come as the broader holding company sector moves in the opposite direction. The Omnicom-IPG merger resulted in the retirement of DDB, FCB, and MullenLowe in the first half of 2026, with their people and clients redistributed across BBDO, TBWA, and McCann. WPP similarly retired the JWT brand under its unified VML network.
We Are Social's decision to create new leadership roles during a growth phase, rather than consolidate existing ones, represents a contrarian approach to the current market environment.
Independent and regionally autonomous agencies across Asia-Pacific have been outperforming global network agencies in pitch wins, with cultural fluency and decision-making speed cited as primary advantages. We Are Social's regional leadership model, with a dedicated U.S. president and a Canada managing director each holding clear operational authority, mirrors the locally empowered structures gaining traction in APAC markets.
The ASEAN Digital Economy Framework Agreement targets a US$2 trillion digital economy by 2030, adding further pressure on global agencies to invest in localized regional leadership rather than manage growth from centralized hubs.
We Are Social has not announced a timeline for further regional leadership changes outside North America.
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