Dominic McGregor, co-founder of Social Chain, has returned to the agency world with a position at Nonsensical.
McGregor co-founded influencer marketing agency Social Chain with Dragons鈥� Den star Steven Bartlett in 2014 and it went public in Germany via a merger with homewares retailer Lumaland five years later. It has since been acquired for 拢17m by listed Brave Bison.
McGregor, now MD of VC Fearless Adventures, has been named a non-executive advisor at Birmingham-based TikTok marketing agency Nonsensical – his first agency position since leaving Social Chain.
TikTok is redefining how brands interact with consumers, with the launch of TikTok Shop set to disrupt the commerce industry and high street.聽
鈥淭iktok has fundamentally changed marketing. It鈥檚 the most important platform for brands looking to build real engagement with audiences today,鈥� said McGregor.
鈥淚鈥檝e been hugely impressed by what Nonsensical has built and their ability to drive impactful brand conversations on the platform.
鈥淚鈥檓 excited to join as an advisor and support the team in shaping the future of TikTok marketing.鈥澛�
Traditional advertising models have been upended as the platform allows brands to place creativity and community-driven content at the heart of brand storytelling.
As businesses increasingly prioritise short-form content strategies, Nonsensical says it has established itself as the go-to agency for brands looking to unlock TikTok鈥檚 full potential.聽
Founded in 2020 by Oli Hills and Sam Gillies – entrepreneurs who previously built social media communities to over 500,000 followers before pivoting to focus on TikTok – it has grown to a team of over 35 people working with clients like Semrush, Barbour and The Ordinary, and has become an official TikTok partner.
鈥淲ith Dominic鈥檚 experience scaling one of the most influential social agencies in the world, he brings invaluable knowledge to help us continue growing and delivering world-class campaigns for our clients,鈥� said CEO Hills.
鈥淗is return to agency life signals just how important TikTok is to the future of marketing.鈥澛�
McGregor鈥檚 advisory role will focus on helping the agency refine its strategic direction, supporting leadership and driving innovation within the business.
Creator of world-first AI agent receives 拢1m Innovate UK grant