Strategic and social creative agency OK Cool announced two important senior hires: Alex Williamson and Maxime Rozencwajg.

Both report to Katrina Bain, managing director, OK Cool.

Alex Williamson has been named executive creative director. Previously, he held that post at Billion Dollar Boy, leading teams in Europe and the U.S. During his tenure, he worked on Nike, Heineken and Lipton and established the agency’s in-house production department.

At OK Cool, he leads an 18-staffer team whose mission is to humanize brands. Before his appointment, he held posts at Ogilvy, Vice Media and theAudience. His brand work includes Idea, Dove, Lynx and Nespresso.

The agency has also named Maxime Rozencqajg to a new role: head of creator partnerships. Another Billion Dollar Boy vet, he was most recently senior account director handling its Meta, Spotify, Lipton and Versace accounts.

In addition, Rozencwajg created and launched The Influence Playbook, an executive training program designed to help senior marketers navigate and master the creator economy.

Bain called the new hires “true social pioneers.”

Williamson added: “What drew me to OK Cool is the ambition to make work that actually matters. Not just to industry peers, but to real people. Brands should add value to communities, not just mine them for insights. And where better to do that than on social? The loudest, weirdest, most alive place in culture.”

The agency has offices in New York, Toronto and Melbourne. Its roster includes Puma, Mandarin Oriental Hotel Group and L’Oréal, as well as work for Meta Quest and Urban Outfitters.