5 Minutes with… Lauren Sarginson

Lauren Sarginson, managing director of Fabric Social, is currently leading one of the UK and Ireland's fastest-growing social media agencies. With a dynamic 60-strong team, Lauren’s strategic vision has been central to the agency’s rapid development, which includes game-changing campaigns and brand new clients such as Subway, Big Bus Tours, and Mountain Warehouse.

Lauren’s journey from Weber Shandwick to Flight Story and Coolr shaped her leadership, but it was at Fabric Social that she truly found her stride – merging creative brilliance with an ambitious, maverick-driven approach. As MD, Lauren’s focus is on fostering a culture of collaboration and growth, ensuring the agency remains ahead of the curve while creating a space for top talent to thrive.

The vision she holds for the future is entirely centred on original content, brave ideas, and staying in tune with the agency’s distinctive voice. With Lauren’s leadership, the agency continues to expand, innovate and lead the way in a social media landscape that never stops evolving, and for her, it’s clear; this is only the beginning for Fabric Social’s growth.

LBB’s Zoe Antonov caught up with Lauren to find out more.

LBB> Your career journey has been impressive, from Weber Shandwick to Flight Story and now managing director at Fabric Social. What pivotal moments helped shape your trajectory?

Lauren> My first job in agency-land was as PA to two brilliant leaders at Weber Shandwick, Emma Thompson and Rachel Friend. I had no degree or formal marketing training and took the opportunity just because 'PR sounded fun' … but it became the defining moment of my career. Having courtside access and witnessing first hand two absolute powerhouses at work inspired me to make the shift into a client facing role (which luckily they supported!) and set my standards for what I wanted to emulate as a female leader. They encouraged me to push for more and embrace my strengths, and for that I’ll always be grateful.

LBB> What excites you most about the MD role at Fabric Social, and what are your top priorities for the agency moving forward?

Lauren> I believe that the talent we have in this agency is unparalleled and our clients are seeing this too - we've got something special, and it's showing in the results we deliver. My priority is to build on that success by focusing on our people, making sure everyone feels supported as we grow and bring in more top talent to fuel our expansion in 2025.

LBB> Fabric Social has seen significant growth over the past year, expanding to 60 team members across the UK and Ireland. What do you attribute this success to?

Lauren> We have a really unique approach to creative and hiring. A mix of agency experience but also crucially we hire creatives with maverick mindsets who are not necessarily from that traditional marketing background. We have a team who (genuinely!) live and breathe not just social but good content, and have real creative chops - that shows in the work we’re producing. We’re also hungry… we’re passionate about working with clients collaboratively but also pushing them to be better. That’s what we’re here for after all!

LBB> Can you share some insights into the work you’ve done with Curry’s and what made the project so successful?

Lauren> We’re lucky to work with the Curry’s internal team who match our creativity and ambition – it’s a true partnership in every sense of the word. I don’t think anybody externally saw Curry's success coming but we’ve been able to create a social brand in a really short space of time by tapping into a unique approach driven by original content.

LBB> With new client wins like Subway, Big Bus Tours, and Mountain Warehouse, how do you approach onboarding new brands and aligning them with Fabric’s creative vision?

Lauren> We always stress that it’s a journey! A lot of the success stories people see with us haven’t happened overnight - it’s a cliché, but consistency really is key on social. We spend a lot of time in the early days testing the boundaries and making sure our clients are comfortable… but not too comfortable.

LBB> Social media is an ever-changing landscape. What trends are you keeping an eye on, and how do you ensure Fabric Social stays ahead of the curve?

Lauren> Personally I love to see brands embracing creating content from scratch - original scripts and ideas. I think we’ll see a lot of that this year. On the emerging trends front, I’m very happy to say that within the agency I’m 100% the wrong person to ask! We have an uber-switched on and talented group of community and trend creatives who are 10 steps ahead of me on this… but I am being haunted by all of the millennial cringe TikToks at the moment. Perhaps that says it all?

LBB> You’ve worn many hats in your career – from social media manager to business director and now MD. What leadership lessons have you learned along the way?

Lauren> Bring people with you. We’re moving so fast that it’s important we’re all on the same journey together. Sometimes we’ll win, sometimes we’ll lose and that’s OK.

LBB> How do your passions outside of work influence your professional life and creativity?

Lauren> I like to think I have a good grip on what is new in music, theatre, TV but equally you’ll find me at my happiest with a glass of wine watching Real Housewives of Beverly Hills. I think that’s important. Social is all about understanding how people connect with what is happening in the world but also how they want to switch off from it.

I also believe strongly in maintaining a good work-life balance! I will often take time out of my day when working from home to get in a field with my dog Benny and embrace some time away from Slack. I’d always encourage my team to do the same. The fresh air really helps me to recalibrate and reset so I can come back into the day refreshed and ready to tackle challenges.