What does an agency-side editorial director actually do?
We Are Social’s Suz Tucker isn’t your traditional newsroom editorial director. Here, she describes how she maintains her editorial integrity while producing client work in an agency environment.
I joined We Are Social as editorial director late last year, so I’m pretty fresh, and so is the role. It’s similar to a managing editor job at a publication, except, obviously, without the separation of church and state.
So where does ‘editorial’ actually fit in the agency setting?
My team works as a creative function within the business, so if you think about it in terms of what the org chart might look like, editorial sits adjacent to our team of traditional agency creatives. We’re responsible for the content used to engage brands’ audiences regularly to build brand equity with the audience over time. That’s the most utilitarian way I can define editorial.
