MELBOURNE—Social media specialist Adam Vincenzini has launched new digital shop Kamber in a joint venture with corporate PR firm SenateSHJ.

Vincenzini becomes managing partner of Kamber, which focuses on content marketing and social media. He takes on the role after returning to Australia from the UK in 2011 and serving as head of social media at Mango Communications for the past 12 months.

Previously, Vincenzini spent almost five years as head of digital at UK shop Paratus Communications, which has since been acquired by Lexis. He has also held senior roles at Cricket Australia and Hill + Knowlton.

In a blogpost, Vincenzini said that "most brands and businesses haven’t embraced the real opportunity social media has presented; a chance to become bona fide publishers."

"The shiny carrot for brands who do embrace the publisher opportunity properly is a reduced reliance on paid and ‘institutional’ earned media (over time)," adds Vincenzini. "It’s a long-term investment and it isn’t as sexy as a creative digital stunt or flashy app, but the impact is potentially greater and much more sustainable."

The launch of Kamber also sees Vincenzini take charge of social media at SenateSHJ, the business formed by the 2007 merger of New Zealand's Senate Communications and Melbourne's Scaffidi Hugh-Jones. The agency has grown steadily since the merger, operating out of offices in Auckland, Melbourne, Sydney and Wellington.

“Adam shares the SenateSHJ ethos of providing smart thinking and strategic and creative solutions for clients," said SenateSHJ chief executive Neil Green. "He is passionate about ensuring that any online communication must be relevant and helping clients understand the opportunities and implications of online investment."