Dive Brief:

• Fossil, a Texas-based clothing and accessories brand, has named R/GA as its first-ever social media lead agency. 
• R/GA's work is already under way, as it launched a #FossilPresents event series at SXSW. 
• A main component of R/GA's responsibilities this year will be to develop a social strategy around the brand's 30th anniversary. 

Dive Insight: 

Fossil's decision to hire its first-ever social media lead agency just shows how important those type of skills have become in a brand's overall marketing strategy. Brands are increasingly choosing to appoint agencies and employees to specifically handle their social media efforts. More than anything else, this shows a shift in focus in the marketing industry.