News
Launching Nuevo: A game-changing creative agency built for the future of brand marketing
Author: Kristian Elgey
Region
Global
Date
22 May 2025
As the world’s leading responsible marketing activation partner, we announce the launch of Nuevo today – a purpose-built in-house creative agency built to bridge the gap between big brand thinking and flawless execution at scale.
As the pressure on marketers intensifies and the pace of change accelerates, brands are demanding more – faster, smarter and with greater impact. Nuevo delivers just that: a creative ecosystem built to transform ideas into meaningful, measurable brand experiences across touchpoints, channels and markets.
“At a time when marketing leaders have to adapt to fast-changing consumer demands and the increasing need to prove ROI amidst economic uncertainty, Nuevo brings the speed, agility and innovation required to unlock growth and drive impact,” said Kristian Elgey, Group CEO, HH Global. “It’s a bold step in our journey – and a powerful one for our clients.”
Backed by our 4,500 marketing activation experts, Nuevo launches with access to over 700 creative and content professionals and a mission to deliver connected creativity – work that is insight-driven, tech-enabled and purpose-built for today’s conscious consumer.
Built for modern marketing challenges, Nuevo operates around three core competencies:
- Creative Intelligence – AI-powered insights and trends to inform smarter campaigns
- Creative Technologies – Tools and platforms that deliver dynamic, connected consumer experiences
- Conscious Creativity – Generating meaningful creative output to connect with today’s values-led consumers
Leading the agency is President Clyde McKendrick, a seasoned strategist with over 25 years of global experience at agencies including Crispin Porter + Bogusky and TBWAChiatDay. Known for blending sharp strategy with cultural insight, McKendrick brings creative firepower and innovation to lead a new approach to global brand activation.
“HH Global’s scale, agility and entrepreneurial mindset make it the perfect home for this new kind of agency,” said McKendrick. “Nuevo exists to use creativity to help brands move faster, more efficiently and to be more responsive to the rapidly changing demands of consumers.”
Designed to be flexible and responsive, Nuevo can support clients to build bespoke in-house creative teams, put in place local market creative hubs or serve as a lead agency for brand activation across markets and disciplines. Nuevo will deliver connected solutions for clients as they face increasingly complex marketing supply chains. It’s a simplified way of working with a strategic partner that has a track record in scale and efficiency to deliver.”
Kristian Elgey
Chief Executive Officer
Kristian is responsible for leading and directing a talented management team, working collaboratively across the world in line with HH Global’s vision, “to be the world’s most impactful partner to brands seeking stronger, more sustainable growth”. He is a qualified management accountant with almost 20 years of experience in financial and operational roles within procurement outsourcing and creative + digital. He leads our teams globally and drives the success of HH Global, focusing on our intelligent partnerships with our clients across +60 countries.
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