Independent agency Cutwater has brought on board Richard Tubman as associate director of communications and content strategy and Robbie Wiedie as content producer. Tubman will focus on collaborating with Cutwater’s media and creative teams on digital content across campaigns. Alongside Tubman, Wiedie will aid content strategy efforts and will lead in-house video production across all of Cutwater’s clients including Brawny, Peet’s Coffee & Tea, MDsave, and American Giant. The appointments mark a clear move for the agency as it carves out a focus in social media and content creation.

Tubman brings over a decade of experience in the digital space to Cutwater with a wide range of positions under his belt before the age of 30. Before joining the team at Cutwater, Tubman launched and led the campaign creative at Chubbies, a cult favorite lifestyle and e-commerce brand making waves in the digital content space. Prior to Tubman’s work for Chubbies, he launched a digital media strategy business for a roster of clients including Cutwater, where he worked as a digital consultant. Prior to launching his consulting business Tubman worked for four years on the global digital marketing team at Levi Strauss and Co. 

Wiedie brings seven years of brand strategy and video production experience to Cutwater. Prior to Cutwater, Wiedie worked in the fashion-tech space as sr. web producer at Betabrand and head of brand content at MeUndies. Wiedie also spent time as a freelance director and editor at Grey San Francisco and writer at Shareability. Wiedie founded his consulting business in 2014, most-recently working as a brand consultant and creative producer for clients Chubbies Shorts, Myles Apparel, and GameTime.

“The importance for brands to have a voice across multiple channels is imperative in order to connect with today’s modern consumers,” said Christian Hughes, president and principal at Cutwater. “As we continue to advise our clients in this direction, we believe that Richard and Robbie both possess the professional skillsets that will bring our client’s businesses to the next level. They have joined us as experts in social and influencer strategies as well as efficient content creation.”