Fabric Social
Dublin, London
Website: Fabric Social
Type of agency: Social-first creative
Founder: Niall McGarry
Year founded: 2021
Headcount: 100
Offices: Dublin, London
We see ourselves as a creative agency of the future.
Profile
Fabric Social is the latest agency from entrepreneur, Niall McGarry, who made a name for himself with the launch of Joe Media in Ireland back in 2010.
11 years later and Niall found himself “sliding into people’s DM’s” on Twitter, letting them know about a new social-first creative agency in the making. Joe Media had challenged established media by reacting to events in real-time a decade earlier; now, Niall had identified a gap in the market for brands to react to cultural moments in real-time.
Fabric Social has experienced rapid growth since then, tripling revenue over the past year with an 80% pitch win rate, and establishing a 100-person team.
The agency’s ability to create trend-based content – particularly on TikTok – has attracted the attention of leading brands including Curry’s, Subway, Morrison’s and Sky. It was Curry’s that undoubtedly made Fabric Social famous when it won a Bronze Lion for ‘Letting our Gen-Z staff write the marketing script’ at Cannes 2025.
More recently, Fabric Social has been shifting towards what it has dubbed the “social trinity.” While organic social content sits at the centre of all decisions, paid media and influencer marketing have been playing a growing role in delivering results.
“We see ourselves internally as a creative agency of the future, in the sense that all creativity could come through the prism of social moving forward,” says Niall.
Well, that shift has certainly piqued some interest, with Publicis Group UK acquiring Fabric Social in April 2026. At the time of sale, Fabric Social had estimated revenues of £13m.
Marking the next stage of growth, Fabric Social will sit under Publicis’ newly formed PR, social and influence division, but it will act as a standalone business for the time being.
As it stands, there are no plans to change the name and Niall maintains Fabric will stay true to what makes it distinctive. But now, with backing from one of the world’s largest advertising companies, Fabric Social’s ambitions to take its social trinity to Europe and the US will no doubt happen much quicker.