Social-first creator agency NewGen today announces a significant expansion across its creative, accounts and US talent divisions, alongside its launch into the Nordics with the appointment of its first regional lead.
The agency has made several strategic hires across leadership, production, creative, accounts and AI, alongside strengthening its US Talent department with two senior appointments.
The appointments come as NewGen continues to invest in its infrastructure and team to support client growth and international expansion. With the agency now operating across London, Manchester, New York and Paris, and expanding into the Nordics, the hires strengthen leadership and capacity across both established and emerging service lines.
Leadership
Ian Millner has been appointed as Non-Executive Chairman. Ian co-founded Iris Worldwide in 1999 and spent 26 years building it into a global creative network with over 1,000 employees working with brands including Samsung, Adidas and Bentley. In his new role, Ian will provide strategic guidance to CEO and co-founder Mike Craddock as NewGen scales globally.
Pete Edwards has also been appointed as Non-Executive Director of NewGen. With more than 30 years’ experience in agency leadership and strategy, Pete has held senior leadership positions including CEO of Spark Foundry and CEO of Engine Media UK, alongside his role as Chief Strategy Officer at The Engine Group. Throughout his career, he has worked with clients including Cadbury Trebor Bassett, InBev, Honda and WH Smith. As NewGen continues to scale, Pete will support the business across agency leadership, business growth, strategy development, and people and team development.
Creative & Production
Dani Greenwald joins as Creative Director, strengthening the production and creative team alongside Madeleine Martinez, who was appointed as Production Director in 2025. Dani previously held positions including Head of Creative at Charlotte Tilbury and Head of Creative at OK COOL.
US Talent Department
NewGen‘s US Talent division continues to scale with the appointment of Joowon Lee as Associate Talent Director and Mark Sharman as Senior Talent Manager to its New York office. Joowon previously held the position of VP of Talent Management at The Kinetic Group. She brings creators including the Baka Bros (LuckyChamu, Diazbiffle and Repullze), Jalon and Brandon. Mark joins from Bad Moon Talent, bringing creators including Lena Lemon, Loochy and Harry Kenya, alongside extensive experience structuring brand partnerships with Netflix, Sony and Red Bull.
Nordic Expansion
As part of its international growth strategy, NewGen has appointed Kimie Riis Frengler as Nordic Lead. Based in Copenhagen, Kimie will lead the agency’s expansion across the region, building relationships with brands, creators and partners while establishing NewGen’s presence in the market.
Kimie brings extensive experience across influencer marketing, creator partnerships and international business development. Most recently, she founded creator talent agency Kollektif, having previously held several senior client leadership positions at Influencer, including Senior Account Director.
AI & Innovation
Tim Edwards has joined as AI Product Manager to support NewGen‘s AI and Innovation team, refining AI operations and solutions following the agency’s announcement of Multiple.
NewGen has also made a number of hires across its accounts & social team, growing by 28%
These appointments reflect NewGen’s continued client growth and investment in strengthening capabilities across creative, accounts, talent and innovation. The US Talent division expansion builds on the appointment of Dana Pirkle as Executive Vice President of Talent in 2025.
Mike Craddock, CEO & Co-Founder of NewGen, said: “Ian’s expertise in scaling agencies and building world-class teams is exactly what we need as we expand internationally. Alongside growing our creative, accounts, talent and AI teams, expanding into the Nordics is another important step in NewGen’s international growth. We’re continuing to invest in exceptional people and capabilities that help us better support clients and creators around the world.”
Source: NewGen
NewGen strengthens offer with strategic hires across London and New York, alongside Nordic expansion added by newsroom on
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