• by Fern Siegel , November 2, 2023

Marketing agency/entertainment studio Xpedition has announced two senior hires.

Allan Cobb joins as managing director, while Richard Newcombe was named managing partner. Together, they will rep the new London outpost.

This month, Xpedition is debuting advertising and experiential campaigns for YouTube, Fitbit and Google. Other agency investments include two Broadway musicals: "Back to the Future," which opened in August, and "New York, New York," which closed July 30.

Prior to Cobb's Xpedition appointment, he was managing director of Deutsch LA's London office and also served as chief strategy officer for IPG. Newcombe is returning to his agency roots after being experiential marketing lead at Microsoft UK.

The duo has worked on various top brands, such as McDonald’s, MasterCard and TacoBell.

They are now charged with producing campaigns, experiential initiatives and sponsorship opportunities.

Hunter Johnson, founder-CEO at Xpedition, told Agency Daily: "London's vibrant spirit and boundless creativity, enriched by the city's incredible diversity, make it the ideal backdrop for us to weave stories that ignite change. The addition of Allan and Richard, whose values align seamlessly with our existing team and who bring a wealth of experience in pushing creative boundaries, represents a significant milestone in our journey.”

Xpedition was named an Inc. 5000 fastest-growing company this year.