Talented has launched a brand-new social agency, “The New Thing”, which will help brands create new cultural conversations and moments on social media.
Gautam Reghunath and PG Aditiya’s indie agency, Talented, recently announced the launch of a new social and culture marketing agency, named “The New Thing”. Viren Noronha, the former social media head of Swiggy, has joined the team as a co-founder.
Talented’s new creative shop will be staffed primarily by creators and will focus on helping brands create cultural conversations and moments on social media – something they believe very few brands are currently getting right.
View this post on Instagram
Viren Noronha, co-founder, spoke about the launch of this new venture, believing that the way brands and agencies look at social needs a desperate refresh. He asserted that it’s not about what your brand it’s saying, it’s about what people are saying about your brand. In order to keep yourself relevant, brands need to lean into those conversations and contribute to internet culture. He discussed some of India’s most popular campaigns over the last few years, believing that people don’t hate advertising as much as they hate boring ads. Great advertising invites its audience to talk about them and does not need ’30 posts a month’ to do that. He stated that “The New Thing” wants to help brands work for the internet, not other way around, and be in charge of conversations, whether it’s through ‘daily social’ or ‘spike campaigns’. He concluded by maintaining that social done right is a growth function, not a cost centre.
Talented’s founders, Gautam Reghunath and PG Aditya, expressed enthusiasm for the venture, stating that this model is how they currently envisioned scaling Talented and their brand. At the core of their new ‘talented grid of agencies’ is Talented itself – an ideas shop and medium-agnostic creative agency staffed by the brightest creative talent in the market.
Even their name is hilariously appropriate, as Noronha confirmed, as it’s also the heart of its business model, holding them accountable to their own definition of disruption and offering brands instant clarity on who they are. His believed that “The New Thing” will change how social media can work for brands in India.
What the founders were especially excited about, however, was the fact that their agency was staffed and run entirely by creators. Creators will be able to provide their clients with a direct line to people who are shaping internet culture, giving “The New Thing” a disruptive take on the business behind social-first creativity.
The New Thing’s appreciation and acknowledgement of the role creators play in shaping the internet landscape, and their incorporation of creators in their company, marks a significant milestone in the creator economy in India.
Leave feedback about this