New York, U.S. 27 April – Generation Media, nearing 20 years as an independent specialist media agency, is expanding into North America as demand grows for agile agencies delivering fast, creative and effective media and communications strategies.
The UK-founded children’s, family and gaming media specialist is strengthening its presence with a new office in New York and two senior hires to support regional growth.
Caity Press and Zach Smith join as Vice Presidents – Client Partnerships, bringing deep category expertise, established client relationships and extensive U.S. market experience. Their appointments will support Generation Media’s North American ambitions, including growing its U.S. client base, which includes Kayou and Schleich.
Press joins from Beacon Media Group to lead Toys, Games and Entertainment partnerships. With more than a decade of experience across toys, collectibles, games, entertainment and CPG, she has a strong track record helping brands cut through in competitive categories through efficient, insight-led media investment.
Smith joins from PowerPhyl Media Solutions LLC, where he was Vice President, Media Director. He will lead Generation Media’s Gaming and Fandoms proposition in North America, drawing on more than 20 years of experience across games, tech, childcare products and collectibles. He has held senior roles at Tangible Media and Gameloft and will focus on category leadership, growth opportunities and revenue generation.
The appointments mark a major milestone in Generation Media’s international growth strategy as it enters the world’s largest media market. Founded in the UK in 2008 with six employees, Generation Media now has more than 60 team members across the UK and Germany, operates in over 58 markets and generates more than $100 million in annual billings. In 2024, it won Independent European Agency of the Year at the Indie Awards.
Alongside its core sectors, the agency has expanded into publishing, finance, fashion, retail and FMCG. Its U.S. expansion reflects a broader ambition to scale its approach internationally.
“Building our North American presence is a crucial next step for Generation Media,” said Dean Weller, CEO. “There’s a clear need for more specialist, audience-first thinking in the region.”
Lisa Morgan, Managing Director, added: “Our client base is growing in the U.S., and we’re thrilled to be investing in the right talent to unlock new opportunities and deliver that growth.”
Caity Press said: “I’ve spent my career helping brands identify the channels and strategies that drive impact, particularly in sectors like kids where proving effectiveness can be more complex. I’m excited to bring that experience to support the agency’s next phase of growth.”
Zach Smith added: “The U.S. market is incredibly exciting but increasingly complex. By combining my experience with Generation Media’s approach, there is a real opportunity to help clients focus on what drives results.”
Alex Taylor-Smith, Director of International Business Development at Generation Media will lead this operation. He says, “We see a real opportunity to bring our strategic approach to the U.S. – putting people before platforms to deliver scalable growth for brands and power them generation by generation”.
