Fabric Social Appoints Laura Tannenbaum as CEO

Fabric Social, the London-based social media creative agency, has announced the appointment of Laura Tannenbaum as its new chief executive officer.

Laura joins Fabric Social with an outstanding record of leadership and innovation. Most recently, she served as EMEA managing director at agency NewGen, and prior to that, Laura was a founding partner of That Lot, and a driving force behind the agency’s success, leading the agency through its acquisition by IPG.

To propel its next phase of growth, Fabric Social has established a newly formed senior leadership team. A standout in this team is Lauren Sarginson, who has been promoted to managing director. Lauren, who has been with the agency for over a year, has been instrumental in driving its growth and success during this transformative period. As MD, she will oversee the agency’s day-to-day operations, ensuring seamless delivery and fostering strong relationships with its growing portfolio of global clients. Her promotion reflects her exceptional contributions and leadership, positioning Fabric Social for even greater achievements.

Lauren Sarginson said, "I’m beyond excited to be taking on the Managing Director role at Fabric Social. 2024 was a phenomenal year for us as an agency and I've been so impressed by what the whole team has accomplished - they’re a seriously talented, energetic, and creative bunch. Together, we’ve achieved so much, and I’m thrilled to help lead the next phase of growth under Laura’s inspiring leadership. My focus will be on continuing to build momentum, nurturing our team’s brilliance, and ensuring we deliver extraordinary results for our clients.”

Joining Laura and Lauren on the senior leadership team are Alex Kalli, now chief commercial officer, leading strategic growth and partnerships; Ian Gambier joins Fabric Social as the agency's first executive creative director. Ian joins from Boomerang (part of Publicis) where he was a founding member of the London office as executive creative director leading EE Social. He previously held roles at Meta, R/GA, and Engine (now House 337); and Lucy Allen, who has come on board from Coolr as director of PR and communications, spearheading brand marketing and media engagement. Founder Niall McGarry remains a key member of the leadership team, shaping the agency’s strategy and future direction alongside Laura.

Niall McGarry said, “We’re thrilled to welcome Laura to Fabric Social. Her experience, energy, and proven track record make her the ideal leader to take us to the next level. Fabric Social has seen incredible growth, and with Laura and our dynamic Senior Leadership Team in place, the sky’s the limit.”

Laura Tannenbaum added, “Joining Fabric Social right now feels like stepping onto a rocket just as it’s about to take off. The talent here is next-level, the culture is buzzing, and the opportunities are massive. I’m excited to be partnering with Niall and the brilliant Senior Leadership Team to push boundaries, shake things up in the industry, and deliver work that keeps people talking."

Fabric Social’s client roster continues to expand, with the agency recently named the agency of record for Subway. It also remains a trusted partner for major brands like Currys, Ocado, Andrex, and Nando’s, with several exciting new client wins to be announced soon.