We Are Social has introduced a UK branch of its sister agency, Hello, appointing Matt Roberts, formerly the client services director at AnalogFolk, as the managing director. Roberts will report to Jim Coleman, the UK chief executive at We Are Social and the regional lead for the UK and US at Plus Company, which owns both We Are Social and Hello.
The new Hello office, located in Shoreditch, comprises a team of ten and already boasts clients such as TikTok and mobile gaming developer Supercell. Operating independently from We Are Social, Hello specialises in creating bespoke campaigns and tailored social strategies for fast-growing industries and entrepreneurial brands.
Coleman commented on the launch, stating, “The launch of Hello in the UK is an important milestone in the expansion of our socially-led, culture-first offering to brands. It offers the advantages of an agile and culture-obsessed team with the backing of a global network. We’re delighted that Matt has decided to join us to lead Hello – his passion for building a successful business was clear. I’m looking forward to seeing him make an impact.”
This UK branch is the third to be established, following launches in Italy in 2019 and the US in May. Plus Company’s other agencies include Cossette, Citizen Relations, and Mekanism. Roberts will be responsible for overseeing and driving the agency’s growth strategy, aiming to attract ambitious, forward-thinking clients. He will also lead and develop the Hello team to deliver its core capabilities in culture strategy, creative, and production.
During his tenure at AnalogFolk, Roberts collaborated with brands such as Diageo, Meta, Costa Coffee, and Arsenal Football Club, and contributed to the development of new DE&I strategies for the agency. Prior to joining AnalogFolk in 2022, he was the head of client services at Prodigious. In 2021, while serving as business director at Publicis.Poke (now Publicis London), he launched Publicis’ UK gaming initiative.
Roberts expressed his enthusiasm, saying, “Hello has a real desire to disrupt the market. We have the opportunity – as a business spun out of the world’s latest social agency – to take on board everything that has made We Are Social a success and put our own mark on it. I’ve always enjoyed developing new propositions, capabilities and relationships, and I’m excited to lead the team at Hello to make unique and impactful work for our clients.”
In 2022, We Are Social appointed Simon Richings from AnalogFolk as executive creative director. This version maintains the integrity of the original quotes while rephrasing the surrounding text for clarity and flow.
The convergence of tech and brands 