From Intern to CEO: Create's New Chief Unveils Future-Proofing Strategy

LOS ANGELES, CA – May 29, 2026 – In a move that underscores a deep-seated belief in homegrown talent, entertainment marketing studio Create has named 20-year company veteran Jonathan Gitlin as its new Chief Executive Officer. The appointment marks a significant leadership transition as founder David Stern moves to the role of Chairman, continuing to guide long-term strategy after more than two decades at the helm.

Gitlin's ascension is a story rarely seen in the corporate world. He joined Create as a design intern in 2006 and methodically rose through the ranks, holding positions from 3D Motion Designer and Creative Director to Partner and, most recently, President. This remarkable journey has provided him with an unparalleled, ground-level perspective on every facet of the business, a unique asset as the company navigates a rapidly transforming industry.

"Jonathan embodies the values that define Create — creativity, strategic vision, and a deep commitment to our clients and team," said Chairman David Stern. "Over the past twenty years, he has helped shape the company's growth and direction alongside an exceptional, homegrown team that has supported one another for many years. Together, they are helping rebuild and redefine the business, and I'm confident Create will continue to set the standard for our industry."

Navigating a New Entertainment Frontier

Gitlin's appointment comes at a pivotal moment for the entertainment sector, which is experiencing significant consolidation among theatrical, streaming, and gaming giants. This shift toward fewer, larger players demands a new level of partnership from marketing agencies, a challenge Gitlin and his team are strategically positioning Create to meet.

"Today's clients are looking for partners who are intuitively aligned with their business — teams that can anticipate needs before they're articulated and move seamlessly from insight to execution," said Gitlin in a statement. "At Create, we've built a culture around that kind of attentiveness: strategic, deeply collaborative, and designed to get to breakthrough ideas faster."

Under Gitlin's new leadership, the studio is tripling down on what it sees as the pillars of future success. The strategy focuses on three core areas: prioritizing a culture that develops and retains top talent, deepening the integration of its creative services across its Los Angeles and London offices, and pioneering a unique, human-centric approach to artificial intelligence.

Bolstering Global Creative Firepower

To meet the demands of a globalized media landscape, Create is making significant investments in its creative leadership and capabilities. Suneil Beri, an EVP and Creative Executive who has been with the company for over 15 years, will now lead the Film/Series team. Beri is credited with successfully establishing the London office as a vital component of the company's international footprint, and his new role aims to drive further creative innovation across the company's core offerings.

"Clients are looking for partners who can deliver best-in-class creative across every discipline and move at the pace each moment demands," Beri noted. "Create's connected studios in Los Angeles and London are built to do exactly that, with the strategy behind the work understood as fluently as the craft itself."

Furthering this commitment, the agency has launched an expanded key art and creative strategy practice. This initiative is designed to provide clients with a single, connected team from the initial brief to the final global rollout. To lead this charge, Create has brought on two seasoned industry leaders. Joey Samaniego joins as Creative Director, Head of Key Art, with a portfolio that includes recent high-profile campaigns for The Bride! and The Mandalorian and Grogu. Meanwhile, Gerry Batson steps into the role of Global Director, Creative Strategy, in the London office, bringing extensive campaign experience from his work with major players like Netflix, Amazon, and Apple on hit series such as The Boys and Ted Lasso.

AI From the Inside Out

While many agencies are racing to adopt AI through top-down mandates, Create is pursuing a notably different path. The company has developed its own proprietary intelligence platform not by purchasing off-the-shelf solutions, but through a deliberate process of structured training, collaborative learning, and employee-led experimentation. This "inside-out" approach has fostered organic adoption, making AI a native part of the agency's workflow rather than a disconnected layer on top of it.

Gitlin emphasizes that the focus is on empowerment, not just technology. "Our biggest investment isn't in technology. It's in the people harnessing it," he explained. "Technology only matters if it empowers better thinking, increased collaboration, and most importantly stronger creative outcomes. We want Create to be a place where the next generation of entertainment creatives learns how to build the future of this business."

This human-centric strategy is a direct reflection of the company's broader culture, which has recently been validated by a string of industry accolades. At the 2026 Golden Trailer Awards, Create took home three awards and garnered an impressive 16 nominations for its work on major projects like Sinners, Tron: Ares, Only Murders in the Building, and Lilo & Stitch.

Beyond client work, the studio's commitment to community is embodied by Ping It On (PIO), its annual industry ping pong tournament. Now in its fifth year, the event brings together over 500 attendees from competing agencies and vendors, fostering a sense of connection that Gitlin believes is essential to creative success. It's a philosophy that circles back to his own journey and new role.

"I walked into this company as an intern twenty years ago," Gitlin reflected. "Leading it now feels less about the title and more about a responsibility to the people who built this organization with me. It's an honor to protect the culture and help guide the next generation who will define what it becomes."