Edelman appoints first global chief creator officer

Edelman has appointed Kenny Gold as its first global chief creator officer, citing growing audience reliance on creators as trusted sources of news and influence.

The firm said it now employs around 200 creator specialists globally, helping clients navigate a landscape where creators are "no longer an emerging channel, but a core part of how people consume information and engage with brands."

In the newly created role, Gold will lead Edelman Creator globally, integrating the firm's creator capabilities with social, paid media and performance marketing.

He joins from Deloitte Digital, where he served as managing director and head of social and creator, building the consultancy's creator practice from the ground up and leading work for brands 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, one of the platform's most successful creator-led campaigns. He also held senior social media roles at McCann and Burson-Marsteller.

Tristan Roy, president of integrated solutions and delivery at Edelman, said clients are increasingly looking for creator-led ideas and solutions.

"Creator has become one of the most important drivers of growth, relevance, opinion and business impact for brands today," Roy said.

Gold said the appointment reflected a broader convergence between creator marketing and trust.

"In an era where AI and creator are reshaping the industry, trust sits at the center of both," he said.