Edelman has named Kenny Gold as its Global Chief Creator Officer, adding a former Deloitte Digital creator marketing executive to lead the firm’s creator practice worldwide. Gold will report to Tristan Roy, President of Integrated Solutions & Delivery, and will oversee Edelman Creator globally, working to integrate creator strategy more closely with the firm’s social, paid, and performance teams.

Gold joins from Deloitte Digital, where he served as Managing Director and Head of Social and Creator, building that practice from the ground up. There, he combined consulting, creative, and creator-led marketing for clients including P&G, MGM Resorts, General Mills, and Dave & Buster’s. Earlier in his career, he led social at Grey Group, where he developed P&G’s #DistanceDance campaign with TikTok creator Charli D’Amelio. He also co-authored Deloitte’s Creator Economy in 3D research and speaks regularly at Cannes Lions, SXSW, and CES.

“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,” Roy said in an announcement. “Kenny brings a rare combination of strategic vision, operational expertise, and deep understanding of culture and platforms.”

Gold described the move as an opportunity to build on Edelman’s trust-focused positioning. “In an era where AI and creator are reshaping the industry, trust sits at the center of both,” he said. “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 hire extends a buildout that has been underway for months. In January, Edelman named former TikTok executive Jo Burford as Head of Creator Marketing for EMEA, a newly created role tasked with scaling the firm’s creator offering across Europe with a 30-person regional team. Gold’s appointment brings that expansion to the global level, giving Edelman a single leader over a creator practice that now spans roughly 200 specialists.

Edelman was ranked the No. 2 influencer agency globally by Influencer Strategists this year, and the firm has picked up three Cannes Lions for influencer work over the past three years. Gold’s appointment is intended to push that offering further into the center of Edelman’s integrated services rather than treating creator as a standalone discipline.

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