Kairos Group, a UK social agency known for high-impact marketing campaigns targeting Gen Z and video gaming audiences, rebrands as NewGen and secures a multimillion-pound investment from BGF, one of the UK and Ireland’s largest growth capital investors.

According to the announcement, the rebrand to NewGen reflects the company’s evolution beyond its 2015 origins as a gaming influencer agency to meet the demand for agencies that can bridge brands and creators across sectors. NewGen leverages its gaming roots and expertise in niche communities to provide top social and influencer support to blue-chip clients like PepsiCo, Porsche, Hasbro, and Samsung.

The consolidation of Kairos Media, Kyma Media, and Horizon Union under the NewGen brand aims to standardize processes and enhance collaboration across the group’s individual agency functions. The investment from BGF allows NewGen to further invest in infrastructure, data, technology platforms, services, intellectual property, and expertise within the booming creator economy space.

“NewGen was initially founded as a gaming influencer agency. However, over the last nine years, we have utilized that knowledge and experience of targeting niche audiences and scaled this into other sectors and industries,” Mike Craddock, NewGen’s CEO and co-founder, said in the announcement. “Our ambition is to get our clients comfortable with being out of their comfort zones, generating traction, engagement, and impressive results for marketing campaigns that are changing the game.”

Daina Spedding, an investor at BGF, cited NewGen’s “outstanding reputation and track record in the creator economy sector” as a key driver behind the investment to support the company’s next growth phase in this increasingly important market.