The new arm will be led by general manager Kristen Boschma and will function in two core capacities: delivering expertise within the Aegis Media group and seeking to attract new clients.
"The difference [with The Social Hatch] is that we now have in place a central unit that can provide strategic input for clients across our businesses when required and bring together all our knowledge and expertise in the social-media field,” Boschma said.
“Some of our clients have told us that they want to embrace social media, but at times it seems difficult to navigate, hard to resource, challenging to get cut-through or downright scary," she added. The Social Hatch is aimed at addressing this need.
Prior to this appointment, Boschma held senior roles at The Age, ANZ, Veda Advantage and Telstra, where she was head of online communications and social media. Most recently, she led digital and social media for Aegis-owned PR agency Haystac.
More than 40 Aegis Media staff members consult on social-media services across Australia, and they will work closely with The Social Hatch team.
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