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Social agency Kairos Group rebrands as NewGen

Kairos Group, the owner of Manchester’s Kyma Media, which also has offices in London and New York, has rebranded as NewGen afollowing a “multi-million-pound” investment from BGF.

The name NewGen reflects a demand for a new generation of agency that seamlessly bridges the gap between brands and creators. NewGen’s gaming credentials allows it to authentically tap and speak to sub and niche-communities and provide top quality social and influencer support.

Founded in 2015, Kairos Group is a leading social agency for brands and creators, known for high-impact marketing campaigns targeting Gen Z and video gaming audiences.

Blue-chip clients include PepsiCo, Porsche, Hasbro, and Samsung and the company has grown significantly through international client wins and its strategic acquisitions of Kyma Media and Horizon Union.

The consolidation of Kairos Media, Kyma Media and Horizon brings the individual agency functions closer together, standardising the processes and enhancing cross-functional collaboration.

The investment also allows NewGen to further invest across its infrastructure, data, and technology platforms, driving new opportunities for growth and innovation across its services, intellectual property, and expertise within the creator economy.

Mike Craddock, CEO and co-founder of NewGen, said: “This rebrand and repositioning is the start of the next journey for the business. NewGen was initially founded as a gaming influencer agency, however over the last nine years we have utilised that knowledge and experience of targeting niche audiences and scaled this into other sectors and industries. We’re one of the only agencies in the world that can combine creators and brands under one roof.

“NewGen has expanded far beyond gaming after nine years, as we’re constantly on the forefront of what’s new, and what’s possible. Our ambition is to get our clients feeling comfortable with being out of their comfort zones, generating traction, engagement, and impressive results for marketing campaigns that are changing the game.”

Craddock added that the partnership with BGF was a “natural alignment” as the investor shared a both values and belief in the agency’s ambitions.

Daina Spedding, investor at BGF, added: “We are delighted to be working with NewGen on the next phase of their growth journey. The company has built an outstanding reputation and track record in the creator economy sector. This is an increasingly important and growing market and one we have significant experience working within through prior investments. We look forward to supporting the team on this next exciting chapter.”

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