We Care About Every Post.
Adam Clyne is Founder and CEO of Coolr, the independent social-first agency he launched in 2017. Mark Lainas is President of Coolr US. Together they lead the agency that counts McDonald’s, Amazon, Samsung, and Bacardi among its clients and counts the Burger King tweet that became the most liked tweet in brand history as an early proof point.
“Social is not a support channel. Most brands are still adapting to that shift.”
Adam Clyne is the Founder and CEO of Coolr, the independent social-first agency he launched in 2017 after two decades in digital communications. Mark Lainas is President of Coolr in the US. Together they lead an agency that combines big-agency strategic thinking with publisher-speed execution, working with McDonald’s, Amazon, Samsung, and Bacardi across organic social and creator partnerships.
Clyne spent 20 years in digital communications before founding Coolr with a single conviction: that social media deserved an agency built natively for it rather than adapted from traditional models. The agency’s early breakout moment came with a Burger King Twitter activation that demonstrated what was possible when a brand gave a social-first agency genuine permission to act in real time.
Lainas joined to lead the US expansion, bringing experience from the American market that complemented Coolr’s London roots. Together they have built an agency that holds itself to a single standard: caring about every single post, not just the campaigns. That value is written on the kitchen wall in vinyl so every team member walks past it every day.
“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. Most brands still treat social as a support channel. The agencies and clients who treat it as the primary storytelling channel, the place where culture is made rather than reflected, are the ones building the most durable brand equity.
“No one had really had permission to act and behave like that before.”
The Burger King Twitter moment worked because Coolr had been given genuine permission to respond, react, and participate in culture as it happened rather than waiting for approval cycles. That permission is rare and it is what separates social-first thinking from social media execution.
“We care about every single post.”
Campaigns get attention. Posts build relationships. Coolr’s founding value is that the standard of thinking, creativity, 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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