Stanley 1913 Appoints Born Social as First Global Social Agency of Record

Stanley 1913 Picks Born Social for Global Social Push

Stanley 1913, the brand behind the ubiquitous insulated tumblers and mugs, has named Born Social as its first global social and social production agency of record. The decision follows a competitive pitch and puts the agency in charge of worldwide social and creative strategy alongside content production, with its US team leading the account.

The move signals a step change in Stanley’s marketing. Already a viral sensation in North America, the brand wants to build a consistent, lifestyle-driven narrative that travels across multiple markets while still resonating locally. Born Social already handles Stanley’s social activity in EMEA, meaning the new remit extends that partnership to cover both of the brand’s major regions.

The agency’s challenge, as its chief creative officer Paddy Smith described it, is to move “beyond showing up in feeds” and toward “shaping what people talk about next.” For Stanley, social media is central to maintaining the cultural momentum that turned a utilitarian flask into a fashion accessory. The appointment is intended to help the brand “disrupt the category” and cement its status as a lifestyle essential, according to Stanley’s director of social and influencer, Marissa McHugh.

What the Appointment Says About Brand and Agency Ambitions

Stanley 1913’s Global Brand Ambition

By consolidating social strategy under one agency, Stanley is acknowledging that the viral product cycle that made its Quencher tumbler ubiquitous cannot be left to chance. The brand is now deliberately engineering a global lifestyle identity rather than relying on regional flashes of organic fame. The choice of Born Social — which already proved itself in EMEA — suggests Stanley values a partner that understands its tone and can adapt it, not just replicate US-centric content. The explicit aim to target a “broader audience” while enhancing visibility indicates the brand is looking beyond its current core demographic, likely moving into new age groups or occasions.

Born Social’s Expanding US Momentum

The win adds a high-profile global account to Born Social’s portfolio at a time when the agency and its parent company Croud are building traction in the US. Recent US victories include Nikon and ChapStick, and the agency’s earlier work for names like Guinness, Ford and Barclays suggests it can handle brands with both heritage and modern social demands. For Born Social, the Stanley appointment validates its cross-market creative model and will serve as a calling card for other consumer brands seeking a social agency that can operate globally without losing local nuance. The competitive pitch win also signals that incumbents at other global network agencies were passed over, though those names have not been disclosed.