Every Post Matters.
Adam Clyne is Founder and CEO of Coolr, the independent social-first agency he launched in 2017. Cannes Lions winner. 150+ team across London and New York. Clients include McDonald’s, Amazon, Samsung, and Bacardi. The agency that gave Burger King permission to act like a person online.
“Social is not a support channel. It is the main event, and most brands are still adapting.”
Adam Clyne is the Founder and CEO of Coolr, the independent social-first agency he launched in 2017 after two decades in digital communications. With 150+ team members across London and New York, Coolr works with McDonald’s, Amazon, Samsung, and Bacardi on organic social, influencer, and community strategy.
Clyne spent 20 years in digital communications before founding Coolr on a single conviction: that social media deserved an agency built natively for it, not adapted from a traditional model. The agency’s breakout came with a Burger King Twitter activation that became one of the most-liked brand tweets ever and won Coolr a Cannes Lions Grand Prix for Social Media & Influencer.
He has grown Coolr from a London start-up to a two-market, 150-person business, while maintaining the one value that has never changed: caring about every single post. That standard is written on the kitchen wall in vinyl at the London office.
“Big agency brains, publisher speed.”
“Social media viewership is going to overtake linear TV viewership in 2025.”
This is not a digital trend. It is the main event. Brands that still treat social as a channel to push campaign content are losing the cultural conversations their audiences are having without them. The agencies restructured around social as the primary storytelling medium are building the most durable brand equity.
“No one had really had permission to act and behave like that before.”
The Burger King Twitter activation worked because Coolr had genuine permission to respond and participate in culture as it happened, not to wait for approval cycles. That permission is rare. It is also what separates social-first thinking from social media execution.
“We care about every single post.”
Campaigns get attention. Posts build relationships. The standard of thinking and craft applied to a major campaign launch should also apply to Tuesday’s community management reply. Consistency at the post level is what earns the right to have the big moments land.
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