SourceCode Communications, award-winning technology communications agency, announced the launch of its Digital Strategy practice. Leading the newly created unit is Sadé Council, whose 14-year career spans the likes of American Express, Citi, Carol’s Daughter (a L’Oréal brand), as well as fellow PR firms Taylor and Fleishman-Hillard.
The launch of the Digital Strategy practice continues SourceCode’s evolution to become an integrated shop, as the agency begins its fourth year in business. In 2021, Council’s initial goals will be to grow SourceCode’s portfolio of digital-only brands, as well as increase organic growth opportunities with its existing clients across the agency’s core consumer technology, consumer lifestyle, insights & engagement, and enterprise verticals. Presently, the team’s capabilities include organic and paid social, content production, influencer engagement and management, as well as SEO strategy. The agency will focus on adding display, search, and design strategy as the team evolves.
“Since our founding in 2017, we’ve had a crystal clear perspective that for public relations agencies to be successful, the storytelling has to exist beyond earned media, so we’ve always had aspirations to build SourceCode into a truly integrated shop,” said SourceCode’s co-founder and managing partner Greg Mondshein, who was named a PRWeek 40 Under 40 earlier this year. “I’m thrilled we’ve found the right leader in Sadé to bring our vision to life, and continue to find new opportunities to help the world’s leading tech brands tell their own stories in unique and creative ways.”
Council is a veteran digital marketing strategist whose expertise lies with helping brands create engaging content, grow their social media communities, build relationships with online influencers, and improve their overall digital footprint. For Carol’s Daughter, she expanded the brand’s digital strategy and footprint after its acquisition by L’Oreal and launched its first-ever paid Pinterest campaign. She also managed the company’s branded content partnership with Refinery29, which produced nearly 60 million engagements and exceeded several R29 content engagement benchmarks.
At American Express, Council supported paid social strategy and execution for the company’s sponsorship portfolio, which included prestigious partnerships with the NBA, US Open, Tribeca Film Festival and more. Her proudest achievement while there was leading paid social, content, and influencer strategy for Small Business Saturday 2018 and crafting engaging social content with Tina Fey for the Blue Cash Everyday Card.
Caring deeply about diversity and representation, Council is committed to being a change agent, and strives to positively impact lives through thoughtful, value-driven marketing. She is also passionate about paying forward her knowledge and did so by crafting and teaching the course content for the Paid and Organic Social Media training modules of the Digital Marketing Institute’s Certified Digital Marketing Professional program.
“From the beginning, I’ve been enamored with SourceCode’s commitment to humanity, and found the agency’s approach to the business of PR refreshing. I’m excited to help shape the Digital Strategy practice from the ground up,” said Council. “As a Black woman, it’s also incredibly important to me to make sure that people can see themselves in marketing – one of the things I love about working in the digital space is the way it has democratized storytelling and given a voice to so many consumers who simply didn’t have one before. It’s my job to make sure that brands are listening and responding with authentic content and stories that reflect human truths in ways that resonate.”
SourceCode has become part of a formidable group New York-based technology agencies, most recently being named PRWeek’s 2020 US Outstanding Boutique Agency, one of America’s Best PR Agencies 2021 by Forbes, the #10 fastest growing agency by Adweek, and included on PR NEWS’ 2020 list of Top Places to Work in PR. The firm runs and founded the Diversity Marketing Consortium and recently announced the appointment of Stephen Waddington as its first non-executive director. The company currently has a number of open roles available off the back of more than 30% growth in 2020. Current FY21 projections have the agency once again reaching similar top-line growth percentages.