Talented.Agency Launches ‘The New Thing’ – A Social & Culture Marketing Agency

Talented.Agency has launched ‘The New Thing’, a specialized social & culture marketing agency staffed entirely by creators. The agency aims to help brands create cultural conversations and moments on social media.

Talented Agency’s Launch of ‘The New Thing’ Sparks Excitement in the Social Marketing Scene

The recent announcement of Talented.Agency’s launch of ‘The New Thing,’ a specialized social and culture marketing agency, has generated a significant buzz in the industry. This move signifies a refreshing approach to social marketing, one that emphasizes the importance of creators and cultural conversations in driving brand success.

One of the agency’s key differentiators is its commitment to staffing entirely with creators. By assembling a team of individuals who are actively involved in shaping internet culture, ‘The New Thing’ aims to provide brands with authentic and engaging content that resonates with their target audience.

The significance of this shift in focus cannot be overstated. As Viren Noronha, co-founder of ‘The New Thing,’ aptly points out, it is no longer about what brands are saying about themselves, but rather what people are saying about them. In today’s digital age, consumer opinions and conversations hold immense power. The agency’s goal to contribute to internet culture and create content that invites, rather than forces, audience engagement is a refreshing departure from traditional advertising practices.

Furthermore, ‘The New Thing’ challenges the notion that brands need a high volume of posts to stay relevant. Instead, they advocate for quality over quantity, emphasizing the importance of meaningful interactions that inspire conversations. By helping brands take charge of these conversations, whether in the form of daily social interactions or spike campaigns, ‘The New Thing’ empowers brands to be at the forefront of social media trends.

Talented.Agency, the parent company, has strategically positioned itself as an ideas shop and a medium-agnostic creative agency. The launch of ‘The New Thing’ as a separate specialized agency highlights the recognition that social-first creative mandates require a different approach and dedicated focus. By organizing agencies like ‘The New Thing’ under the Talented.Agency umbrella, the company is creating a grid of shared services that leverages the unique talents and specialization of each agency while maintaining their independence.

The name, ‘The New Thing,’ aptly captures the essence of the agency’s business model. It promises a disruption of old methods and a commitment to stay ahead of trends and the ever-evolving digital landscape. This branding not only appeals to clients but also serves as a guiding principle in how the agency operates.

Overall, the launch of ‘The New Thing’ is a testament to Talented.Agency’s commitment to innovation and its desire to provide clients with a fresh approach to social and culture marketing. By infusing creativity and authenticity into brand messaging and conversations, this agency has the potential to reshape how social media works for brands in India. The industry eagerly awaits the impact ‘The New Thing‘ will have on the social marketing scene.

Talented.Agency launches ‘The New Thing’ – a social & culture marketing agency staffed entirely by creators.

Gautam Reghunath & PG Aditiya’s indie agency, Talented, today announced the launch of a new specialised social & culture marketing agency, ‘The New Thing’. Viren Noronha who previously led the social charter at Swiggy & Tinder joins as co-founder of the new entrepreneur-operated creative shop. Staffed entirely by creators, The New Thing’s primary focus for their brands will be to help them create cultural conversations and moments on social – something they believe very few brands are getting right. And true to their name, the agency does not want to shy away from keeping up with the ever changing landscape of the internet.

On the launch of the new venture, co-founder, Viren Noronha said, “Getting social right is hard. And, the way agencies and brands look at it needs a desperate refresh. My experience at Swiggy & Tinder showed me evidence of a crucial shift – it’s not about what your brand is saying, it’s about what people are saying about your brand. To keep yourself relevant you need to lean into those conversations. You need to contribute to internet culture with your content. And, you need creators who do that for themselves every day, as part of your team.

Look at some of India’s most popular campaigns over the last few years – It’s not that people hate advertising, they just hate boring ads. Great advertising or social doesn’t force your audience to talk about you, it invites them to. And it certainly doesn’t need ‘30 posts a month’ to do that. The New Thing wants to help brands be in charge of those conversations, whether it’s ‘daily social’ or ‘spike campaigns’. We want to make brands work for the internet, not the other way around. I’m now excited to begin with colleagues and partners who, like me, believe that social done right is a growth function, not a cost centre.”

Talented’s founders, Gautam Reghunath & PG Aditiya had this to say on their new agency, “Viren has executed some of the most talked about social-first campaigns in India but we think he’s been masquerading as a brand-side marketer & an agency-side creative these last few years. Now in his avatar as a creative entrepreneur, we simply want to liberate him and his founding team and help them launch the social and culture agency of their dreams. There’s a clear reason why we’re launching this as a separate agency. Right from the kind of talent needed to workflow and processes, it’s become evidently clear that specialised social-first creative mandates for brands have to be run very differently from wider creative mandates. It’s equally exciting to see what an agency staffed & run entirely by creators looks like. It gives our clients a direct line to people who are shaping internet culture. All of this means we now believe we have a disruptive take on the business behind social-first creativity.”

On Talented’s future ambitions the founders added, “This model is how we currently envision scaling Talented & our brand – by enabling creative entrepreneurs their own platform to build from, instead of assuming we can simply incubate a new practice internally by ourselves. At the core of our new ‘Talented grid of agencies’ will sit Talented itself – an ideas shop, a medium-agnostic creative agency staffed by the brightest creative talent in the market. Specialised agencies like The New Thing and potentially others in the future will be organised under and report into Talented – therefore having the ability to tap into this grid of shared services, while continuing to run as independent shops with their own unique personalities and specialisation. So, if you’ve got a disruptive new take on creative-adjacent businesses and want to begin, text us!”

On the agency’s name, Noronha added, “Funnily, The New Thing is both the company’s name and the heart of its business model. The name holds us accountable to our own definition of disruption – to do things so different that it destroys the old methods. To brands, it offers instant clarity on who we are – a shorthand that communicates that we’re not shy about keeping up with trends and how the internet is moving. So, our clients shouldn’t be either. The New Thing is going to change how social media can work for brands in India.”