The agency says it is making the move because brands want to understand the value of social and branded content in online communities. SOE will be led by Richard Notarianni, Havas Worldwide New York’s executive director of engagement planning and performance (pictured), and will be staffed by 21 employees. SOE already has active assignments from existing Havas Worldwide New York clients, including Dos Equis and Reckitt Benckiser.

Notarianni said: “We need to add this layer of accountability to the fastest growing channels we’re using in the marketing. As social media and branded content come of age, accountability is a requisite. When all advertising becomes social, when accountability is everything, having a separate branded agency do this makes no sense.”