The unit, dubbed Mindshare SocialMedia8, will be led by Ciaran Norris, who has joined from Altogether Digital, where he was head of search and social marketing. In his new role as head of social marketing, Norris will report to Mindshare's London global digital leader, Norm Johnston.
The London-based entity will combine current staff from each unit and will provide Mindshare's clients with social marketing services, which will be integrated into the agency's existing media services.
Johnston said the venture will accelerate Mindshare's social marketing capabilities, enabling it to help clients use social media as part of their paid media strategies.
Last month, Mindshare appointed former Carat US president Scott Sorokin as head of digital, global, a new position at the media agency.
Sorokin was appointed after the agency secured financial services group Zurich's estimated £100m global media account, as revealed by Media Week.
This article was first published on mediaweek.co.uk