Edelman names Kenny Gold to lead creator offering

Creator strategy becomes central to brand communications

Edelman has appointed Kenny Gold as Global Chief Creator Officer, a move that underscores the firm's focus on creator-led marketing as audiences increasingly rely on creators for information, recommendations and brand engagement.

Gold will report to Tristan Roy, President, Integrated Solutions & Delivery, and will oversee Edelman Creator globally. His remit includes expanding the agency's creator capabilities and strengthening integration across social, paid media and performance marketing. The appointment comes as creator-led communications continue to play a larger role in how brands connect with consumers.

Edelman expands creator capabilities

Gold will work with teams across the agency's global network to develop creator-led programmes designed to deliver business results for clients. Edelman currently has around 200 creator specialists worldwide and has continued to invest in creator services as part of its broader communications and marketing offering.

Tristan Roy, President, Integrated Solutions & Delivery, Edelman: "Creator has become one of the most important drivers of growth, relevance, opinion and business impact for brands today, and clients are increasingly looking for creator-led ideas and solutions across creative, social, paid and performance. Kenny brings a rare combination of strategic vision, operational expertise and deep understanding of culture and platforms. He has built and scaled creator businesses at the highest level, and he is exactly the right leader to help accelerate Edelman’s global creator offering and deliver even greater value for our clients."

Experience across creator and social marketing

Gold joins Edelman from Deloitte Digital, where he served as Managing Director and Head of Social and Creator. During his tenure, he established and expanded the practice, combining consulting, creative services and creator-led marketing for clients including P&G, MGM Resorts, General Mills and Dave & Buster’s.

Earlier in his career, Kenny Gold led social at Grey Group, where he helped develop P&G's #DistanceDance campaign with TikTok creator Charli D’Amelio. He also co-authored Deloitte's Creator Economy in 3D research and regularly speaks at industry events including Cannes Lions, SXSW and CES.

Focus on trust and creator-led communications

Kenny Gold: "Edelman sits at the intersection of culture, communications, marketing and trust in a way very few firms can. In an era where AI and creator are reshaping the industry, trust sits at the center of both. For 26 years, Edelman has helped businesses understand how trust shapes behavior, influence and decision-making globally. That foundation, combined with the firm’s creative ambition, global scale and integrated capabilities, creates an incredible opportunity to build creator programs that are culturally relevant, business-driving and built for the future."

The appointment forms part of Edelman's broader effort to strengthen creator capabilities within its Integrated Solutions division and align them more closely with social and performance marketing. The agency was ranked No. 2 Influencer Agency globally by Influencer Strategists this year and has received three Cannes Lions awards for influencer work over the past three years.

www.edelman.com

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