Leadership Shakeup in Creative Advertising
After more than two decades, the baton at Create Advertising Group has moved into new hands. Jonathan Gitlin rises to the top spot as CEO, succeeding founder David Stern. Stern isn't disappearing though—he’s sticking around as Chairman to steer long-term strategy, underscoring a shift but not a complete departure from the old guard's wisdom.
A Veteran's Ascent to CEO
Gitlin's journey through Create sounds like it was crafted for a feel-good corporate promo. Twenty years back, he started as a design intern. Fast forward, and he’s molded nearly every layer of Create's operations, from 3D Motion Designer to Creative Director of Design, to Partner, and most recently, President. He's a living testament to why investing in your people adds up, carrying an innate understanding of both the creative and operational fibers of entertainment marketing.
The Need for Evolved Strategies
This change of guard isn’t just ceremonial—it’s crucial. The entertainment industry is tilting rapidly as theatrical, streaming, and gaming behemoths consolidate harder than we’ve seen in recent years. Gitlin made his mission known: align closely with clients and shift from insight to execution with speed.
"Our biggest investment isn't in technology. It's in the people harnessing it," declares Gitlin.
Revolutionizing Entertainment Marketing
Scanning the checklist, Create is tackling the future from multiple angles. It’s how serious players adapt or get left on the cutting room floor. What do they have on deck? Prioritizing culture and talent tops the list. Then comes weaving them tightly through their creative services spread across the globe's entertainment hubs—London and Los Angeles. AI isn't just a buzzword either; Create's adding AI-driven operations squarely into their core, saying goodbye to any redundant tech.
Chat about going full-court press with Beri taking charge of the Film/Series team, injecting a fresh pulse of creative mojo, and Gitlin’s commitment to an AI-native shift. The mantra seems straightforward: leverage technology, but only if it stretches those creative sinews further. Calls of 'client alignment' echo through their halls, pushing the organization’s work to be seamless and revolutionary.
Global Expansion and Strategic Growth
Create’s ambitions aren't stopping at a new CEO. Their latest move saw them broaden key art and creative strategy practices across their Los Angeles and London homes, bringing heavyweight industry veterans like Joey Samaniego and Gerry Batson into the fold. These fresh recruits arrive with hefty portfolios, featuring marquee campaigns for The Mandalorian, Ted Lasso, and Netflix's War Machine. If you haven't noticed yet, they're not here to play small.
Reaching beyond strict business metrics, Create doesn't underestimate the power of connectivity. Enter Ping It On (PIO), the annual ping pong showdown bringing the broader trailer community under one roof. It isn’t just sport—it’s a reflection of Create’s ethos: success thrives in connectivity. This belief, Gitlin's journey from intern to CEO, is a testament to a culture where roots run deep.
A Look Ahead
Amidst a backdrop of change, it's clear Create under Gitlin is laser-focused on not just keeping pace but sprinting into the future. Their latest 2026 Golden Trailer wins, with nominations spanning all entertainment venues, show the agency's chops in entertainment marketing aren't up for debate.
The challenge is stiff as they navigate an industry that's evolving almost as rapidly as technology itself. Yet, if Gitlin’s steady rise is anything to go by, he's looking to keep Create a step ahead, bridging tradition with trailblazing strategies to shape tomorrow's entertainment marketing landscape.
