Social Misfits joins Freuds' parent group The Brewery

Social media and digital agency Social Misfits Media has joined Freuds' parent network, The Brewery Group.

Social Misfits Media CEO Carlos Miranda and The Brewery and Freuds CEO Arlo Brady
Social Misfits Media CEO Carlos Miranda and The Brewery and Freuds CEO Arlo Brady

The move pits two social cause-driven groups together and could help the Social Misfits expand its client book into the corporate sector.

The Brewery officially became Freuds' parent group a year ago, as part of a restructure announced by CEO Arlo Brady.

"We’ve been going for about six years and work with some amazing social and environmental impact clients," Social Misfits Media CEO Carlos Miranda told PRWeek.

"We have very similar clients to The Brewery Group and we see this as an opportunity to really amplify what we are doing and be able to access and extend our networks, while at the same time being able to add our unique approach when it comes to social and digital."

Miranda said both parties will benefit from complementary services and clientele; Social Misfits clients include the Bill & Melinda Gates Foundation, Amnesty International and Lumos.

"The Brewery Group, and Freuds in particular, have had a deep commitment to working with a social and environmental mission at its core. Their client list is impressive and ten times as large as ours," he said.

"From day one [since joining] there have been all kinds of new opportunities pitching to clients that they were currently working on where our unique perspective and skill set could add value.

"This is a massive step in our evolution and there is a lot we want to do, particularly in the corporate space...freuds works with a lot of these clients so we want to extend our client list beyond traditional charities, social enterprises and foundations into other organisations that are trying to have a tangible social and environmental impact."

Social Misfits has already moved to The Brewery Group’s offices in Central London and has integrated Brewery back office functions into its operations, tasks that were previously being outsourced. It will retain its Social Misfits brand and operate as a closely aligned independent member of the The Brewery.

"They bring a rigor and infrastructure that we always outsourced. To have that ability in-house is a game changer in respect to operational efficiency," Miranda added.

Social Misfits Media becomes the tenth brand to join the Brewery. Other companies in the group include Freuds, US-based tech PR agency Brew, creative agency Proud Robinson & Partners, Atomized Studios, talent agency Procure Worldwide, insight division Republic, branding agency Freuds Branded, Freuds Film and Freuds Accelerator.

It was established by social entrepreneur Miranda in 2012 and prides itself on helping NGOs, charities and foundations promote a positive societal impact. Operating at "the intersection of social media and social impact", it offers four core services: bespoke training and workshops, community management, social diagnostics and digital blueprint strategies.

It is also part of a network of organisations that support the social good sector, with sister companies IG Advisors and Lightful developing strategies around fundraising, philanthropy and corporate impact, to smart tools for social media management.

Social Misfits joins a network that has a track record of social cause marketing. Freuds has worked on some of the biggest campaigns and initiatives in this space, including Band Aid, Live Aid, Live Earth and Live 8.

More recently it has worked on the UN Sustainable Development Goals AKA the Global Goals, Product (RED), Great British Oceans and Mission 2020.

"Carlos and his team are truly impressive in their zeal and smart strategies for maximising social good through innovative use of social media," The Brewery CEO Brady said. "We wanted Social Misfits Media to be a part of our family at The Brewery and are delighted to have brought the team into the fold and take on our tenth brand."

Freuds expanded its senior team in August with the appointment of Teneo Blue Rubicon creative director Lotte Jones and Stir PR MD and Freuds alumna Jo Vyvyan-Robinson.

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