Waterloo Sparkling Water has named Dentsu Creative its Social Agency of Record following a review process. The remit includes social strategy, creative development, content production, and optimization.  

The agency is tasked with creating work that will drive engagement and cultural relevance, with social positioned as an important growth channel, according to the company.   

New work will launch within a month to help launch three new flavors for the brand.    

“Social plays a critical role in how we show up culturally and connect with consumers in meaningful ways,” said Kathy Maurella, CMO at Waterloo Sparkling Water. “Dentsu Creative stood out for their ability to quickly understand our brand, our goals and objectives, and the true impact of social.”  

The agency’s social portfolio includes recent additions such as MacroFactor, i-Health brands (AZO, Culturelle) and Tropicana Brands Group as well as longstanding clients 7-Eleven and Mondelez International brands such as Nutter Butter, Sour Patch Kids, and Oreo.