Fabric Social

UK, Ireland

Fabric Social doesn’t just ride the wave of social media trends, it creates them. The digital and social specialist was founded in Dublin in 2022 by Niall McGarry, owner and founder of media platform Joe.co.uk; since expanding to London last year it has grown rapidly, increasing its team from 25 to 60 employees, including new CEO Laura Tannenbaum, one of the founding partners of That Lot, which was bought by Weber Shandwick in 2018. Tannenbaum is supported by a team that includes former Coolr directors Lauren Sarginson and Lucy Allen, as well as ECD Ian Gambier, who joined from Publicis agency Boomerang.

The agency was recently named as Subway’s social agency of record, and its team of more than 55 people across its offices in London and Dublin also works with Currys, Ocado, Andrex, Nando’s, Sky, Mars (Twix and M&Ms), Kleenex, Britvic, Mountain Warehouse, The AA and William Hill.

Fabric’s creative work has garnered attention for campaigns that effectively tap into cultural moments. These include the ‘Get Comfortable’ campaign for Andrex, which tackled taboos around toileting habits and achieved over nine million organic views on TikTok, while its TikTok transformation for Currys turned the brand into a sensation, producing 231 posts that collectively garnered over 65 million views.

The agency’s “Fabricisms” distinguish between short-lived trends (waves) and enduring cultural shifts (rivers), harnessing both to build lasting brand impact. Community nourishment is at the heart of its strategy, going beyond online community management to empower audiences through its innovative Community Generated Outreach, which embeds brands directly and authentically into conversations that matter, turning comments into powerful brand moments.

Fabric's culture is characterized by a commitment to creativity and collaboration. With a diverse team of creators, disruptors, and innovators who live and breathe social media, from comedians and rappers to content creators, Fabric is hiring talent that understands how to make an impact on every platform, and fosters an environment where innovative ideas can flourish. —CD