London-born independent social-first agency Spin is planting roots in Asia-Pacific with its first hub in Sydney and plans to expand across the region as it chases one of its most ambitious growth bets yet. Shannon Johnston, from digital strategy agency Be A Bear, will helm Spin’s APAC operations as director of growth.
The agency, which already operates across EMEA and LATAM, has built its reputation on a 360° in-house social model that spans creative, strategy, influencer and paid media. Spin’s client roster includes global names such as Google, Paramount, LVMH and Fujifilm, with recent wins including Fortnum & Mason and Five Guys. The company currently employs around 70 staff globally, with its largest base in London.
Growth priorities
Chief business officer and co-founder Max Whicher described the APAC move as a key milestone for the shop. “There’s no better time. Over the past few years, we’ve built Spin into a globally capable business with teams already spread across key time zones. APAC is a natural next step. We’re seeing strong organic demand from the region, and we’ve always found APAC to be one of the most inspiring, creative, and forward-thinking markets for social,” he told Campaign Asia-Pacific.
Spin expects APAC to play a central role in its global operations. “Over the next 2–4 years, we expect APAC to contribute around a third of our global billings—it’s that significant to our growth plan,” Whicher said. In the first 12 months, the focus will be on establishing a foothold in Sydney, with plans to expand into Singapore and other key markets.
The company mapped its contingency plans in case growth falls short. “Our contingency is simple: deepen our investment in the local talent and partnerships that are already driving demand. The opportunity in APAC is too compelling not to succeed here,” Whicher added.
Competitive landscape
Spin enters a crowded APAC market dominated by global players such as Ogilvy, We Are Social and Accenture Song, alongside fast-growing independents. Whicher argues the agency’s structure differentiates it from entrenched behemoths.
“We’re built differently. Spin is young, dynamic, and entirely social-first. Where legacy agencies can be big and slow-moving, we’re agile, fast to market, and culturally tuned in. Our approach is about being closer to the platforms, the communities, and the trends and not just reacting to culture, but shaping it with our clients,” he said.
The agency already holds partner status with TikTok, Meta and YouTube, which it believes will support its ambition to deliver “platform-native” work at speed.
Building and retaining local talent will be critical to Spin’s success. Whicher emphasised a model of integration rather than regional silos. “We’re building a regional team that’s plugged directly into our global network—so talent in APAC isn’t in silos but part of a shared mission. We want to attract and retain the best local talent by giving them both a strong regional focus and global career pathways.”
Johnston, who will spearhead operations in Sydney, added: “We will be combining globally proven strategies with local know-how in a region primed for greater impact. Spin is the ideal partner for iconic brands that want to win, engage, and influence at scale.”
Local nuance, global reach
Spin’s leadership believes its “think global, act local” philosophy will be a differentiator in a region as diverse as APAC. “We’ve learned that global brands win when they adapt to local nuance without losing their overarching voice,” said Whicher. “We’ll bring that same balance here—global standards of creativity and performance, rooted in a deep respect for the cultural differences that make APAC so unique.”
With recent client wins and a slew of award nominations in the UK, Spin is banking on its nimbleness and social-first DNA to carve out a foothold in APAC’s hypercompetitive agency landscape.
“Launching in APAC is a milestone we’ve been building towards with intention,” Whicher said. “The opportunity in this region is huge, and we’re already seeing demand for the kind of culturally connected, platform-native work that Spin does best. We’re excited to be on the ground in Australia and to continue growing with ambitious partners across Asia-Pacific.”
