Case 04 · SOCI Studio @ Deutsch NY

Born at DNY. Built to break the feed.

The first creator-led studio inside a legacy advertising agency.

RoleFounder · SOCI Studio

AgencyDeutsch NY

ClientsLactaid · Rogue · CityMD · M·A·C

RecognitionCannes Lions 2025 launch

Legacy agency → $500B A creator-led studio built for the $500B creator economy Deloitte projects by 2027.

01 · The Thesis

Creators in the strategy. Not the budget line.

Legacy agencies treated creators as media buys. SOCI Studio built them into the strategy from the first brief.

Launched at Cannes Lions 2025 under the banner of Creator Darwinism: the distinction between virality and sustained influence.

The model Creator-led from the brief
Inside a legacy agency
Built for the $500B economy
Creator Darwinism · Cannes 2025

02 · Rogue · Consumer

Triple-digit organic growth.

A creator-led content engine that grew the brand on its own merit, capped by a Tom Segura debut: the biggest reach since 2023.

+338%Organic site traffic, QoQ

+103%Follower growth, QoQ

+24%Non-follower engagement

75%Follower retention, up from 56%

03 · CityMD · Healthcare

Three times the category benchmark.

Creator-led healthcare content that outperformed the vertical and renewed three times over.

3×Health-vertical benchmark

15%6-second view rate on TikTok

3K+New followers from paid

3×Contract renewals

04 · La La Lactaid · Latest

A musical brand platform. You can have your milk and smile.

Lactaid × Deutsch NY × Kenvue × HP Hood. A seven-year partnership, reset around a musical platform. Three of four concepts approved, against a historical one in four.

$1.5MAnnual revenue retained

3/4Concepts approved, up from 1 of 4

7yrDeutsch NY × Kenvue × HP Hood

★Cannes Lions 2025 launch

Creators were built into the strategy from the very beginning, with a clear distinction between virality and sustained influence.

John Cobb · CEO, Vue Planner

The takeaway

The creator studio, inside the holdco.

Cannes Lions 2025 launch First creator-led agency studio Creator Darwinism

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