Global social media agency We Are Social has appointed Lise Pinnell as head of strategy.

Pinnell will lead We Are Social’s strategy department, working across its entire client portfolio, which includes adidas, HSBC and Heineken. She will be focused on growing and developing the strategic offering at We Are Social and continuing to build the team in London.

Pinnell joins We Are Social from AnalogFolk where she was head of strategy, working across the agency’s key clients as well as being an instrumental part of its new business team, helping win high profile accounts such as Lucozade and Pandora. Before this, she spent three and a half years at JWT as planning director with clients including HSBC, first direct and Blue Dragon, preceded by three years as a senior planner at Poke where she worked on the agency’s Orange account.

Her work has been recognised at multiple industry awards, including the Webby Awards and DMAs. Last year, Pinnell was the principal author on the IPA Effectiveness Award winning paper “attracting a new generation” for first direct.

We Are Social has recently bolstered its strategy team with a number of additional new hires, including Caroline Lucas-Garner who joined the agency as strategy director from Razorfish, where she was a senior strategist. Pinnell will report to We Are Social’s chief strategy officer, Mobbie Nazir.

Pinnell says, “We Are Social is one of the most respected and ambitious agencies in the industry and I’m delighted to be part of the team. I was particularly attracted by We Are Social’s approach to putting social thinking at the heart of everything it does - understanding social behaviours is now a crucial part of producing great work that resonates with consumers in any market and any sector.”

Mobbie Nazir, chief strategy officer at We Are Social says, “Lise is a very talented strategist who has really made her mark on the digital landscape over the last few years. She’ll lead our strategy team into the next stage in its evolution, as the driving force behind the delivery of creative work that proves the value of a socially-led approach.”