Acquisition of HELO by We Are Social enhances AI-driven creative and production capabilities
Alek Sulkin's Wise Words: A Social Creative Agency Steps Up Its Game
Social creative agency, We Are Social, has taken a giant leap forward by acquiring creative production and innovation studio HELO. This scoop was exclusively shared with ADWEEK.
HELO is now seamlessly merged into We Are Social's production and experiential powerhouse, Narrative. This strategic move bolsters Narrative's prowess in AI, talent, tech, and experiential marketing to a whole new level. The deal also brings 20 HELO production whizzes into the Narrative family and gives the agency a much-needed boost with their client relationships, like Deloitte.
As for the nitty-gritty, the financial details of the deal have remained under wraps.
Rebecca Coleman, the North America CEO of We Are Social, spilled the beans to ADWEEK about the acquisition. Apparently, greenback-gobbling, triple-bid processes forced We Are Social's hand. Clients often look for offers from at least three vendors, so We Are Social needed its own production company to keep up appearances—and the competition. Narrative doesn't just service other agencies; it keeps that independent production unit intact to maintain its independence and stay competitive.
The deal came shortly after Rebecca Coleman's promotion to North America CEO of We Are Social. Her mission: Supercharge cross-border operations and beef up the agency's services in Canada.
HELO co-founders, Brendan Kiernan and Justin Moore-Lewy, now stand tall as principals in Narrative. No layoffs are on the cards, and the integration between the two teams is currently underway. Although Narrative and We Are Social share digs in NYC and LA, HELO's team is largely West Coast-based and will collaborate from both offices and remote locations.
"We're still figuring out where everyone will sit," admits Coleman.
To celebrate this marital bliss, the agencies have dropped a teaser video that showcases their shared vision.
AI-Driven Dream Land
Narrative, now a proud part of the We Are Social family since 2023, specializes in large-scale production, event activations, and content. The HELO acquisition builds on this, bringing tech know-how and using AI to the table.
HELO has previously executed the Cannes Lions Grand Prix-winning Dreamcaster campaign, where AI enabled a blind man to call-play an NBA game as the commentator. They've also developed Big Gen, a tool that applies AI, performance capture, and voice cloning to create highly personalized and dynamic content for fans, an AI-infused version of Cameo.
With the HELO acquisition, We Are Social can now provide platforms like Big Gen through Narrative, aiming to add talented producers and creators with hands-on AI expertise to their roster.
"Clients ask us daily about how they can best utilize AI in their campaigns," said Coleman. "There's a lot of buzz about unexpected, experimental, and unique AI applications."
Coleman also mentioned that this acquisition caters to another growing client need: delivering social-first campaigns at scale.
"We're finding ourselves in the running to pitch for entire campaign work that would normally go to a traditional agency," said Coleman. "Partners like HELO help us cover the bases when it comes to delivering comprehensive campaigns."
Even with the increased demand for AI-powered creative capabilities, both Coleman and Kiernan believe AI will collaborate with human creativity rather than replace it.
"What excites us most is the opportunities AI presents for human creativity," said Kiernan. "Instead of replacing it, AI can help us push the boundaries of creativity."
- The acquisition of HELO by We Are Social, which was announced in 2023, expands the latter's capabilities in AI and technology, highlighting a focus on providing AI-driven solutions for their clients.
- The 20 HELO production whizzes, now part of the Narrative family, bring shared expertise in AI and experiential marketing, expanding the agency's services to cater to growing client needs.
- Rebecca Coleman, the North America CEO of We Are Social, emphasized the need for an in-house production company to keep up with the competition in an industry where clients often seek offers from multiple vendors.
- The deal between We Are Social and HELO allows the agency to offer platforms like Big Gen, a tool that utilizes AI, performance capture, and voice cloning to create personalized content, underscoring their commitment to innovative AI applications.
- While AI is expected to collaborate with human creativity rather than replace it, both Rebecca Coleman and HELO co-founder Brendan Kiernan are excited about the opportunities AI presents for pushing the boundaries of creativity in the business and finance sectors.
