NewGen makes senior hires amid international expansion

Social-first creator agency NewGen has made a series of senior appointments across its leadership, creative, talent and AI teams as it continues its international expansion.

The appointments include Iris Worldwide co-founder Ian Millner as non-executive chairman; former Spark Foundry chief executive Pete Edwards as non-executive director; Dani Greenwald as creative director; Joowon Lee as associate talent director; Mark Sharman as senior talent manager; Kimie Riis Frengler as Nordic lead; and Tim Edwards as AI product manager.

Ian will provide strategic guidance to chief executive and co-founder Mike Craddock as NewGen scales globally, while Pete will support the agency across growth, strategy and team development.

Dani joins after senior creative roles at Charlotte Tilbury and OK COOL, while Joowon and Mark strengthen NewGen's US Talent division from its New York office.

Kimie's appointment marks NewGen’s expansion into the Nordics, where she will establish its presence and develop relationships with brands, creators and partners from Copenhagen.

The hires come as NewGen, which operates across London, Manchester, New York and Paris, invests in its infrastructure and capabilities to support continued client growth and international expansion.

Mike Craddock, chief executive and 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.”

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