‘It feels like coming home’: SOCIETY sets up shop in the United States

BY Matthew Leong

August 28, 2024 2:16

‘It feels like coming home’: SOCIETY sets up shop in the United States

Indie marketing communications agency, SOCIETY, has opened an office in the United States under the name, SOCIETY U.S..

According to SOCIETY founder Dena Vassallo, the agency’s move into the States coincides with an era where brands are hungry for authentic consumer connections, even though the attention economy is continuing to deplete.

“When I started SOCIETY, I envisioned an agency that would put people – our communities, our society – back at the heart of everything we do,” Vassallo said.

“SOCIETY U.S. is part of our planned expansion of our successful Australian model, and award-winning teams, while keeping our ‘work hard, be kind’ mantra alive.

“Clients choose us because we’re built for business impact regardless of budgets and because we deeply understand the markets we serve.

“SOCIETY has proven we can bridge the gap between brand and community to spark more meaningful brand connections.”

The American agency is Chicago-based, and sees Vassallo reuniting with former co-worker turned SOCIETY U.S. managing director, Katie Rosholt, after the duo had previously worked together at the Chicago location of international communications company, Edelman, in 2006.

Rosholt possesses over two decades of brand and international agency expertise. During her career, Rosholt has acted as vice president of global marketing at collagen product provider, Vital Proteins, two senior vice president stints at United Entertainment Group, and more.

When asked about SOCIETY’s launch in the US market, Rosholt said its women-led approach allows the agency to fill “a critical gap” in the market.

“Starting a purpose-driven marketing agency that is led by women fills a critical gap in the U.S. market, “said Rosholt.

“With a robust mix of in-house experience along with the hustle of agency, our team is well-positioned to deliver for our clients because we understand their needs from day one.

“Having had the privilege of working with Dena previously in the U.S. and now as partners in expanding SOCIETY into the U.S. market, I can attest to her exceptional leadership and enduring impact.”

Vassallo added: “Chicago is the perfect location to begin our U.S. expansion, as it feels like coming home. I’m proud to have Katie leading our U.S. team and excited to see her years of brand and agency experience deliver a different way of thinking from traditional agencies.”

Both Minnie Arnold – an operational, marketing and communications expert with stints at NBCUniversal, Filmhub, and more – and brand storytelling and communications professional, Will Lehnertz, will be contributing to SOCIETY’s American team.