8th April 2026: Social-first agency, Uncovered, bolsters its creative offering with the appointments of Sam O’Kitchin as Creative Director and Annie Brooks as Head of Art & Design.
The expansion of the creative team follows a myriad of client wins across 2025, and marks the agency’s next phase of growth, reinforcing its ability to deliver high-impact work at scale.
Sam O’Kitchin, former Creative Director at Born Social, brings over a decade of experience leading bold standout campaigns and social-first ideas for brands including Smirnoff, Primark, Uber Eats and Mars. She also brings a strong editorial mindset gained at LADbible Group, The Guardian and Bauer Media Group. Her unique blend of expertise earned her industry recognition, including a Band Film Award for Häagen-Dazs.
Sam will work alongside Creative Director Elly Viner, and Annie Brooks, who returns as Head of Art & Design to lead the newly formed art department. Creative is led by ECD Mitch Syrett who is keen to evolve Uncovered’s offering and continue to expand into new capabilities such as brand-owned entertainment IP following the successful launch of Tesco Kitchen earlier this year.
Mitch Syrett, Executive Creative Director & Partner, said: “This leadership team combines breadth, experience and social- first thinking which sits at the centre of our industry. We’ve taken our time to make sure this line-up suits our agency, and I’m excited to run full tilt into what’s set to be a defining year for Uncovered.
“Sam showed us the un-selfish, audience-first thinking that makes great work, and builds great teams, while Annie is already a proven and celebrated creative force at Uncovered. Alongside Elly they form a true triple threat of ideation, eye and execution, and represent the ideal leaders for the agency’s art and design offering.”
Sam O’Kitchin, Creative Director, expressed: “Joining Uncovered at such a pivotal point in its journey is really energising. Working alongside Mitch, Elly and Annie, a team with such depth of creativity and experience, feels like the perfect foundation to build something truly different.”
Annie, Art Director at Uncovered, said: “I am incredibly proud to have grown my career alongside Uncovered. What I value about the agency’s creative output is that it’s shaped by strategy, insight and genuine collaboration. I’m excited to be back to build a new department into that mix and help shape the next chapter of our work with such a talented team.”
