London-based Social creative and creator agency NewGen announced several new senior hires designed to help drive expansion into international markets, including Europe and the US. All of the roles are new. 

 Simon Yoxall joins as managing director, US. He previously worked at Iris Worldwide for over 14 years, including six+ years as US managing director. 

Other new hires include Sam Coleman as EMEA managing director, Sacha Morelle as France lead and Madeleine Martinez as production director. 

Coleman was previously senior vice president and managing director at The Fifth. 

Morelle was previously an account director at NewGen’s New York office. 

Martinez was previously a freelance executive producer. The agency said that in her new role she will be working across PepsiCo, Samsung, Gillette, Tropicana, and more, as well as bolstering the wider production department.   

The agency has had a US presence for four years.  

In addition to its New York office, it has locations in Manchester, London, France, and Taiwan. 

“Bringing in senior talent across both EMEA and the US is a significant moment for NewGen,” said agency co-founder and CEO Mike Craddock. “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.”