SocialCode, a Facebook and Twitter ads partner, has hired an agency executive to head up client services in a bid to forge deeper relationships with big brands.
Colin Sutton is the company's new VP-client services, charged with growing and retaining the current client base and helping to manage account teams in New York and Chicago. Mr. Sutton was formerly U.S. director for social media at OMD, where he oversaw a social buying group that supported all of the agency's digital teams and worked with clients like Pepsi, General Electric and Activision.
Prior to his three years at OMD, he was managing director at M80, where he focused on the organic side of social media.
His new employer, SocialCode, has no lack of competitors. It's one of myriad Facebook preferred marketing developers and of several Twitter ads API partners whose role is to make social ad-buying more effective for advertisers and to feed more business to the social networks themselves.
While at OMD, Mr. Sutton had been impressed by SocialCode's technology. He also sought a change from agency life, where achieving efficiency has become paramount in light of the rise of programmatic buying and trading desks and holding companies competing against each other on price.
"It felt like on the agency side, there's a real move toward investment and efficiencies as opposed to innovation and creativity," Mr. Sutton said.