NewGen has secured a partnership with UK medical cannabis clinic Curaleaf to lead its influencer marketing program for 2026. According to an announcement, the social-first creative and creator agency was selected following a two-stage pitch process conducted over four weeks.

The partnership will focus on raising awareness of Curaleaf’s medical cannabis as a treatment option for treatment-resistant conditions, including chronic pain. The campaign aims to reduce stigma surrounding medical cannabis to enable patient access to treatment.

According to the announcement, Curaleaf operates as the highest-rated medical cannabis clinic by UK regulators and serves patients with chronic health conditions when traditional therapies prove ineffective.

“NewGen demonstrated a strong understanding of the complexities within our category and delivered an exciting yet responsible strategy for education and for addressing stigma,” Kayla Kluver, Head of Marketing at Curaleaf, said. “We needed a partner who would approach this space with care, and their energy, curiosity, and collaborative approach made them the right fit for us.”

Sam Coleman, Managing Director for EMEA (Europe, Middle East and Africa) at NewGen, confirmed the agency will serve as the agency of record for Curaleaf. “The partnership between NewGen and Curaleaf signals what is set to be an exciting start to 2026,” Coleman said.

NewGen rebranded from Kairos Group in June 2024 and appointed Dana Pirkle as Talent Director in September 2025 to oversee its creator division growth.

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