thortful Picks McCann Content Studios for Bigger, Bolder Social

Online greetings card marketplace thortful has appointed McCann Content Studios to lead its social account, as the disruptor brand looks to build a more effective and culturally relevant presence across social platforms.

Known for its frank and honest selection of cards, thortful has built a brand around humour, honesty and human connection. Founder Andrew Pearce secured investment for his business on the popular BBC programme 'Dragon’s Den' in 2017.

The equity helped build the online marketplace into one of the UK’s most recognisable challenger brands.

McCann’s MCS began its partnership with thortful in July with the brief to translate its brands personality online, sharpening how it behaves, speaks and responds while helping it move quickly on the cultural moments that matter.

The appointment combines thortful’s understanding of modern relationships, and moments traditional greetings cards tend to avoid, with McCann Content Studios’ social and creative expertise. The team will also draw on specialist capabilities from across McCann to create work that gets noticed and delivers results.

Sarah Pearce, marketing director at thortful, said, “Social is an incredibly important space for our business. It gives us the opportunity to be part of the conversations, relationships and moments that matter to our customers.

“McCann Content Studios immediately understood our challenger spirit and our ambition to be bigger and bolder. The teams clicked from the outset, and we’re excited to bring even more of thortful’s personality, humour and honesty online.”

Luke Taylor, head of McCann Content Studios, said, “thortful naturally has the kind of personality most brands spend years trying to build. It’s distinctive, honest and begging to explode on social. It’s rare that a brand and social come together so perfectly. 

“Our job is to bottle that energy and bring it to everything the brand does, whether it’s a planned piece of content or a conversation that started a few minutes ago. It should always feel unmistakably thortful.

The team at thortful are ambitious, open to ideas and want to make work that gets noticed. We honestly couldn’t have asked for a better brief – or a better team of people”
The first work from the appointment will launch shortly.