Waterloo Sparkling Water has appointed Dentsu Creative as its social agency of record following a competitive review process. The remit includes social strategy, creative development, content production, and optimization.

The agency is tasked with creating work that will drive engagement and cultural relevance, with social positioned as an important growth channel, according to the company.

New work will launch within a month to help launch three new flavors for the brand.

Kathy Maurella, CMO at Waterloo Sparkling Water: “Social plays a critical role in how we show up culturally and connect with consumers in meaningful ways. Dentsu Creative stood out for their ability to quickly understand our brand, our goals and objectives, and the true impact of social.”

Tony Wood, senior vice president and head of social marketing and strategy at Dentsu Creative, said: “We have seen a lot more potential clients looking for just social AOR,” For Waterloo specifically, I like to think of us as embedded with their team. It isn’t that traditional agency-client relationship.”

The agency’s social portfolio includes recent additions such as MacroFactor, i-Health brands (AZO, Culturelle) and Tropicana Brands Group as well as longstanding clients 7-Eleven and Mondelez International brands such as Nutter Butter, Sour Patch Kids, and Oreo.