A new global Social Media Well-being Report from Metricool, based on nearly 1,000 respondents, shows a role that has rapidly expanded without matching increases in staffing, structure or pay.

Today’s social media professionals juggle strategy, content creation, analytics, community management and stakeholder communication, often alone. Nearly 60% work solo, even as platform demands multiply.

The impact is clear: Those interviewed reported mental fatigue, lack of motivation or creativity, and almost half have experienced burnout or near-burnout.

The strain is driving attrition. Nearly half have considered leaving their roles due to stress, especially among agency employees.

The findings point to a structural workforce problem, not an individual resilience gap. As social media becomes central to brand performance, companies face mounting pressure to redefine the role; clarifying scope, increasing support and aligning rewards with responsibility.

Campaigns of the week

Heineken has expanded its global For the Love of Pubs platform with the launch of a documentary that highlights efforts to protect community pubs.

The Ad Council has expanded its Love, Your Mind initiative with a teen-focused effort designed to make mental health conversations more accessible and action-oriented.

TBWA\MCR has created the world’s first Digital Out of Home (DOOH) advert controlled by a bum for Prost8. Dodge The Finger specifically targets men aged 50 and above using humour and interactive gaming to deliver the message.

Agencies and accounts

Foot Locker has named 72andSunny Amsterdam as its EMEA agency of record following a competitive review. The partnership will focus on creating brand-building campaigns to engage younger audiences across European markets.

VML has been appointed as the 2026 lead social agency for Maybelline New York and essie in the United States. The agency will also help define updated social strategies, content pillars, tone of voice, and creative approaches for both brands.

PMG has been appointed as the first-ever global media Agency of Record (AOR) for Zoom Communications Inc., supporting the company’s expansion from video meetings into a full AI-first workplace platform.

Partnerships and acquistions

Sony Music Entertainment (Japan) Inc. and Sony Pictures Entertainment Inc. have signed a definitive agreement to indirectly acquire the approximately 41 percent stake in Peanuts Holdings LLC.

OUTFRONT Media has announced an exclusive multi-year collaboration with AdQuick, Inc. The partnership combines OUTFRONT’s national OOH footprint with AdQuick’s platform to accelerate campaign planning, execution, and measurement.

Precision Strategies has acquired Firehouse Strategies, a premier public affairs firm, bringing together the two firms to form a 125-person operation with a nationwide network of grassroots and grasstops operatives.

Appointments

Global digital agency DEPT has appointed Mario Zaradic as Creative Director, based in Berlin.He will oversee creative work for the agency’s clients while developing campaigns that drive brand growth.

TBWA Hong Kong has appointed Mike Choy and William Chow as joint leaders of its creative department, marking a leadership shift within the agency’s Disruption model.

Seedtag, the global Neuro-Contextual advertising company, has appointed Brendan McCarthy as Chief Marketing & Communications Officer, tasking him with leading its global marketing and communications strategy.

Other major news of the week

Stagwell has unveiled Stagwell Search+, a global solution designed to help brands navigate the shift from traditional search engines to AI-driven search experiences.

S4 Capital’s Monks Singapore has been appointed by ComfortDelGro to lead brand, media and data strategy for its Zig point-to-point mobility business.

Bob Koigi is the editor-in-chief of Marketing Report.One

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