NewGen expands global leadership with four senior hires

Social-first creative and creator agency NewGen has strengthened its global leadership team with four senior appointments, supporting its expansion across Europe and the US while bolstering its service offering.

Sam Coleman joins as EMEA managing director from The Fifth, bringing experience with YouTube, Disney and Eurostar. 

He will focus on pan-regional growth, senior client relationships, innovation and fostering a high-performance culture.

Sacha Morelle, previously account director at NewGen’s New York office, takes on the role of France Lead, developing the agency’s presence in response to client demand.

Meanwhile, Madeline Martinez, formerly a freelance executive producer, joins as production director, working across clients including PepsiCo, Samsung, Gillette and Tropicana, while strengthening the wider production department.

Finally, Simon Yoxall joins as managing director, U.S., bringing experience from Iris U.S. and multiple Cannes Lions awards. 

He will focus on new business opportunities, growth,and cultivating a strong culture in the US entity.

Their appointments mark a pivotal moment for NewGen as it diversifies its global client portfolio and accelerates international growth.

Mike Craddock, co-founder and chief executive of NewGen, said: “Bringing in senior talent across both EMEA and the US is a significant moment for NewGen.

“With more than half our revenue now coming from international markets, these appointments mark a deliberate and strategic investment in scaling our global capabilities.

“From deepening our roots in Europe with new leadership in France and across the region, to expanding our production expertise and growing our US presence, we’re building the structure needed to support our clients at every level. 

“With partners like Samsung, Pepsi, Amazon and Cash App, we're focused on delivering truly global, socially led work – and this expanded leadership team ensures we’re set up to do just that.” 

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