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Since opening our doors in August 2021, the AND THE NEW team has grown to a team of 11, working with some amazing clients across the worlds of sports, entertainment, and gaming including the likes of SAP, Ninjas In Pyjamas, Virtex Stadium, and Coral Eyewear.

As a creative digital marketing agency working in sports, entertainment, and gaming, building our team with people who share a passion for this industry and a diverse set of skills and experience has been our most important focus to ensure we’re continuing to deliver amazing work for our clients and to continue our growth.

So, let’s meet them!


Sophie joins AND THE NEW as our Creative Director having built her career across the gaming, esports and sports landscape. With award nominations at The Drum Content Awards for best use of social platforms and most native ad format, and having worked with the likes of Unibet, Astralis, LADBible, 32Red and Snapchat, Sophie brings creative stardust across the board.

Outside of work, she’s got an adorable 60kg Mastiff called Bruce, which you may see in the back of video calls. We like Bruce. Bruce is great. We wish we were all a bit more like Bruce. Be more Bruce.

Sophie: “I can’t wait to watch us grow into front page news. Watch this space! That’s it…that’s the quote”


Steve joins AND THE NEW as Content Production Director after more than 10 years producing, filming and editing content for rights holders, brands and agencies. Steve is passionate about high end, social focussed content and comes in to take AND THE NEW’s internal production output to the next level.

Steve: “I'm buzzing to work with some exciting brands, create awesome content and get stuck into sectors I really love and thrive in. I’m excited for the future and to play my part in building AND THE NEW into an absolute powerhouse.”



Although not selling directly from the beaches of your favourite travel destinations, Josh has built his career in the e-commerce sunglasses space with the likes of Oakley, Ray-Ban and Tom Ford, and is our guru for all things performance marketing - specifically paid social and Google ads. Looking to create ads on social media that your audience care about and act upon? That’s what he’s here for!

Now living in the South, Rotherham is his true home and the more you ask him about it, the thicker the accent becomes.

Josh: “It’s exciting to bring together my love of sports and gaming to my day job! I’ve loved being part of the AND THE NEW team and working with brands like Coral Eyewear and ROWBOTS.”


With a background in fashion and having worked across multiple lifestyle brands, Maddie brings serious know-how when it comes to taking client social strategies to the next level! From on-the-pulse reactive content to community management, influencer marketing and video production.

Maddie is our in-house Wadmin, already getting completely stuck in with both Coral Eyewear and the Class One Powerboat Racing Championship.

Maddie: “It’s been so much fun getting immersed with my client accounts from the very beginning. We’re doing some amazing things, and I’m so excited for what’s to come with both Coral Eyewear and Class One. Oh… and I’ve already been promoted to Head of Lunch. It’s kind of a big deal!”



Waja, or ‘Waja The Hat’ as his full gamertag suggests, has been involved in the esports and gaming community since he was 14 years old. As a content creator, working with the likes of Fnatic, LDN UTD and Oxygen Supremacy, Waja has built his community to over 50,000 followers across platforms. You’ll often find him streaming FIFA or Valorant... even if his aim has a lot to be desired!

At AND THE NEW, he brings an in-community viewpoint to the campaigns and content we’re creating for our clients in esports and gaming such as HEET, Virtex Stadium, Ninjas in Pyjamas and SAP.

Waja: “This is like my childhood dream. I actually

get paid to create marketing campaigns and

amazing content in the gaming and esports industry.

I cannot ask for a better first month than this.”


Mads joins AND THE NEW as our newest Graphic Designer. She’s in her element with Photoshop or Illustration open and has spent the past year building her portfolio, listening to 70s music and making probably too many Eurovision-themed poster designs (Sam Ryder can do no wrong, apparently).

Already diving into design work for the likes of Virtex Stadium and Coral Eyewear, Mads can’t wait for us to start working with icons from the Bee Gees, ABBA, or Fleetwood Mac. No pressure, new biz team!

Mads: “As my school yearbook once said, graphic design really is my passion! I'm so excited to add what I can do to AND THE NEW.”


An Edinburgh man through and through! Dan spends his time making awesome video and motion edits for our clients, including HEET, Coral Eyewear and Ninjas In Pyjamas. Overlaying Super Mario effects on Tik Tok's? Completed it. Consistently editing flaming hot YouTube content for HEET? Check.

Dan: “I'm excited to keep creating game changing content for AND THE NEW and our clients.”

If you’re looking to launch that next big campaign, increase engagement across social or even build a new go-to market strategy, then get in touch!

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