[LONDON, WEDNESDAY 8TH OCTOBER 2025] – Social-first creative and creator agency, NewGen, today announcesa series of new senior hires which will consolidate its expansion into wider markets, including Europe and the US, as well bolster its service offering. The new team members include Sam Coleman as EMEA Managing Director, Sacha Morelle as France Lead, Madeline Martinez as Production Director, and Simon Yoxall as Managing Director U.S.
Sam Coleman joins as EMEA Managing Director from his previous role as SVP and Managing Director at The Fifth. Sam brings with him a wealth of experience having worked with the likes of YouTube, Disney and Eurostar. In his new role, Sam will be focusing on growing the agency with pan-regional and global new business wins, cultivating senior client relationships, innovation and fostering a high-performance culture.
Sacha Morelle moves across the agency as France Lead, having previously been an Account Director at NewGen’s New York office. Sacha has worked on the likes of Samsung, Cash App, Sony, and Mozilla Firefox. As France Lead, Sacha will be responsible for developing NewGen France, following client requests for a presence in the country.
Also joining the agency is previously freelance Executive Producer, Madeline Martinez. Madeline has worked with the likes of Netflix, BBC, Virgin, Google and YouTube. In her role at NewGen, she will be working across PepsiCo, Samsung, Gilette, Tropicana, and more, as well as bolstering the wider production department.
Following the agency’s strategic focus on expanding into US markets, Simon Yoxall joins as Managing Director, U.S. Having previously worked at Iris U.S as Manging Director and having won several Cannes Lions awards, Simon brings with him a breath of experience. In his role, Simon will be focusing on new business opportunities, growth, and cultivating strong culture in the US entity.
These new hires highlight a pivotal time of growth for the agency as it further diversifies its global client portfolio.
“Bringing in senior talent across both EMEA and the US is a significant moment for NewGen,” said Mike Craddock, Co-founder and CEO, NewGen. He continues “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.”
