Dentsu Creative Isobar rolls out ‘New-Age Social’ framework across social practice

New Delhi: Dentsu Creative Isobar has introduced ‘New-Age Social’, a reworked approach to social media marketing that reframes how the agency structures and delivers social-led brand work in a creator-driven digital environment.

The initiative went live in the second half of 2025 and reflects changes in how the agency organises its social practice rather than the launch of a standalone product or vertical.

The model treats social platforms as cultural spaces where brands participate through content and interaction rather than relying solely on broadcast-style messaging. The agency said the shift involves integrating creators, editors, directors and platform-native storytellers into its existing creative teams to build a blended structure for both brand and performance-led work.

Under this framework, creative ideas are developed around platform behaviour, creator formats and algorithm-led distribution, with production supported by an in-house creator studio and an extended network of external creators. Media and performance planning are integrated earlier in the process, with audience and platform data feeding into creative development across campaigns.

The changes also link to dentsu’s broader Media++ structure, which seeks closer alignment between media and creative functions. The agency said audience intelligence and performance data are used to inform content strategy and execution across the funnel, from discovery and engagement to conversion.

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.”