Social media-focused creative agency Fabric Social has named Laura Tannenbaum (third from right) as its new chief executive officer (CEO). She will take up her new role effective immediately.

Tannenbaum joins Fabric Social from her EMEA managing director role at rival London-based social-first agency NewGen, where she spent the last year.

Prior to joining NewGen, Tannenbaum had worked for over nine years at creative agency That Lot, where she was founding partner, leading it through its acquisition by IPG.

“Joining Fabric Social right now feels like stepping onto a rocket just as it’s about to take off. The talent here is next-level, the culture is buzzing, and the opportunities are massive,” she said.

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“I’m excited to be partnering with Niall McGarry and the brilliant Senior Leadership Team to push boundaries, shake things up in the industry, and deliver work that keeps people talking.”

In her new role, Tannenbaum will front the agency’s recently strengthened senior leadership team, and will be focused on producing work for its roster of clients which includes Subway, Currys, Ocado, Andrex, and Nando’s.

Fabric Social founder, McGarry (second from left) said: “We’re thrilled to welcome Laura to Fabric Social. Her experience, energy, and proven track record make her the ideal leader to take us to the next level.”

“Fabric Social has seen incredible growth, and with Laura and our dynamic senior leadership team in place, the sky’s the limit,” he added.

Image above: (L-R) Lucy Allen, Niall McGarry, Alex Kalli, Laura Tannenbaum, Ian Gambier and Lauren Sarginson.