Focus Brands Names Chemistry as First Organic Social Content Agency of Record

Independent full-service advertising agency, Chemistry announced that it has been named the first-ever Organic social content agency of record for Focus Brands. Based in Atlanta, Focus Brands is a leading developer of global multi-channel foodservice brands. As organic social content AOR, Chemistry’s in-house social production team, @TestTube, will work closely with Focus Brands’ in-house social media team to produce content for seven brands, Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli, and Schlotzsky’s, helping to grow the company’s business and continue to level up the organic social creative across the board.

“Our social fans and followers are some of our biggest brand champions and building meaningful relationships with these online communities is at the centre of our social strategy,” said Marissa Sharpless, senior director of social media and partnerships at Focus Brands. “With Chemistry as our partner, we aspire to deliver content that resonates stronger, deepens our relationships with, and provides more value to our communities. Paired with the strategic direction our internal social team provides, I’m excited to see the evolution and continued elevation of our social channels.”

Chemistry has built a unique and highly-collaborative team structure with Focus Brands. @TestTube is the specialised, social-first division within Test Tube Productions currently dedicated to these brands. The all-female team of producers, project managers, and content creators mirror Focus’ internal team to allow for seamless integration and the ability to keep up with the fast-paced, always-on realities of creating best-in-class social content. Each @TestTube team member has blended strengths and specialties, creating a powerhouse team that’s completely embedded within the Focus Brands’ organisation. The team will develop a range of content utilising cultural trends and channel style nuances, as well as produce social-first photography and video assets that uniquely support the goals of each Focus brand. 

“This is a new model for client/agency relationships and requires us all to act as true collaborators, where each of us will make the other’s work and ideas better, stronger, and more impactful. It’s a combination of concepting and execution and being obsessed with what’s going on in social,” said Renee Williams Royal, VP head of production at Chemistry and Test Tube Productions. “We believe this level of integration with our clients will take their brands to the next level and be an example for brand and agency social partnerships ahead.”

Initial social content for the brands recently launched, and more comprehensive efforts will roll out this summer.