Wikipedia parent set to pick Spin as social media agency

Wikipedia is to appoint social agency Spin following a competitive global pitch.

Spin will create social-first video and content production for the online encyclopedia.

Wikipedia operates under the Wikimedia Foundation, which ran the pitch without an intermediary. The appointment marks a “new direction” for the brand, according to the agency.

The site will celebrate its 25th anniversary next year, which falls on 15 January 2026, with a campaign to accompany it.  

Wikipedia is operated by a non-profit organisation, the Wikimedia Foundation, which hosts other free knowledge projects including Wikibooks and Wiktionary.

The site relies on volunteers who collaborate to check each other’s work and ensure accuracy. For content to remain on Wikipedia, the brand says it must be written from a neutral point of view and attributed to a reliable source, so readers can verify the facts. 

Wikipedia claims to receive more than 15 billion views every month and is among the top 10 most-visited sites.

Spin also recently won Fortnum & Mason’s social strategy account. Since launching in 2016, the agency has produced social and creator work for Google Cloud, Ann Summers and Moët & Chandon. 

Campaign has reached out to Wikipedia for comment.