• by Fern Siegel , October 28, 2025

Social-first creative agency NewGen has expanded its senior leadership.

Simon Yoxall has been named managing director, U.S. Sam Coleman is EMEA managing director, Sacha Morelle is France lead and Madeleine Martinez was tapped as production director.

The announcement consolidates the agency's global expansion.

Before joining NewGen, Yoxall worked at Iris U.S as managing director, winning several Cannes Lions awards, His remit is new business opportunities, growth, and cultivating a strong culture in the U.S.

Coleman joins from his previous role as SVP/managing director at The Fifth, working with YouTube, Disney and Eurostar. In his new role, Sam will focus on growing the agency through pan-regional and global new business wins.

Sacha Morelle moves across the agency as France lead, having previously been an account director at NewGen’s New York office. She will be responsible for developing NewGen France, following client requests for a presence in the country. 

At the agency, Martinez will be working across PepsiCo, Samsung, Gillette and Tropicana accounts.

Mike Craddock, CEO, NewGen, said: “With more than half our revenue now coming from international markets, these appointments mark a deliberate and strategic investment in scaling our global capabilities.”