Paddy Smith

Paddy Smith is a strategy and social advertising leader at Born Social, a UK-based social-first creative and media agency. He is recognised for his work in helping brands navigate the evolving paid social landscape, with a particular focus on creative strategy, audience targeting, and performance-driven social media advertising. His thinking on social media strategy and platform-native creative has contributed to Born Social's reputation as a leading voice in the social advertising space. Smith has built his career at the intersection of creative and performance marketing, developing expertise in how brands can use social platforms — including Meta, TikTok, and others — to drive measurable business outcomes. His work at Born Social involves guiding clients on how to adapt their strategies to rapidly shifting platform algorithms, ad formats, and audience behaviours. As a thought leader within the independent agency world, Paddy Smith contributes to industry conversations around social media effectiveness, creative testing, and the future of paid social. He is associated with Born Social's broader mission of championing social-first thinking in an industry still catching up to how consumers actually spend their time online.

Last updated Jun 24, 2026 by ATDb automated enrichment