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Flight Story-backed green champion agency makes trio of senior hires

(l-r) Coppola, Hofman and Hicks

Nuevo, the purpose-driven creative agency which last year won support from Steven Bartlett’s Flight Story on its mission to end media ‘greenwashing,’ has announced a triple whammy of senior hires.

The new additions include Tony Coppola as head of operations, Diya Hofman as head of project management, and Caitlin Hicks in the role of sustainability manager.

With a combined experience of more than 40 years in the industry and a roster of former roles at companies including IKEA and BBC Creative, the new senior members of the Nuevo team join a 20-strong team which has grown by 200 per cent since the company’s inception in 2020.

Nuevo describes itself as “a creative agency founded to create progress” and says its growing team is pioneering new ways to deliver world-class strategy and global productions with the least amount of impact on the planet. It takes sustainable planning, ideation and production beyond carbon offsetting initiatives, with a goal to help reverse the industry’s impact on climate change, inspire the wider industry and take clients on their own sustainability journeys.

As Head of Operations, Coppola brings 18 years of experience at agencies from Leo Burnett to BBH experience to Nuevo to ensure that the commercial health and success of the agency is maintained and nurtured, allowing the creativity of the team to flourish. His primary objective is “to create the most collaborative, open and creative environment in order for the team to collectively deliver.”

He said: “From the moment I met Jax, our founder, and the wider team, their passion, energy and drive to help change behaviour for our clients and in our industry was infectious. Nuevo is genuinely different in its ethos, the partnerships we want to form with our clients, how we support clients to navigate a very challenging sustainability environment and how to best elevate positive change through creativity and communication. Sitting at the heart of the business, I’m looking to reduce as many unnecessary processes, to simplify and allow teams to focus on what they do best and that matters the most.”

New head of project management Hofman has over 15 years’ experience in the industry, working both as a project manager and producer in commercial agencies and broadcasting. From directing creative projects for top advertising agencies such as adam&eveDDB, Mother London, and McCann, to leading project management at BBC Creative, she has overseen the successful completion of numerous high-profile projects. Hofman will work closely with Nuevo’s leadership team to develop and implement a strategic plan for ongoing growth, establish strong processes, continue to grow a strong team and help Nuevo to establish itself as the leader in sustainable advertising production.

She said: “Nuevo has the potential to offer the most ambitious creative work, alongside a real sustainable solution to an extremely difficult and ugly truth about the advertising world. I have worked in this industry for many years, and see it as our vital responsibility to improve its carbon footprint. We cannot shy away from this anymore, but equally should not compromise on making kick ass creative work for our clients.”

Finally, Nuevo’s new green guru Hicks brings a decade of experience advising businesses including Avon and Virgin Atlantic on how to be a force for good in the world. Her role is to ensure that both the company and its clients are at the cutting edge of combatting the climate crisis, going beyond the minimum requirements of responsible business. She will collaborate across teams to ensure that sustainability is championed and embedded into everything Nuevo does.

She said: “There’s a lot of creative agencies out there that bolt sustainability on as an offering. What’s special about Nuevo is it’s born out of a drive to do things better and an acceptance that the road will be bumpy, but we have to get going. Our clients are progressive companies that want to come along for the ride. That combination of urgency and authenticity is unique, and when it comes to combating the climate crisis, essential.”

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