Hollywood-based creative agency gnet has hired Michael Elkind as Director of Strategy. Elkind will be leading a team built on curiosity, insights and measurement, all developed through the constant study of fans, the brands they love, and the culture and community that surrounds them. He will be focused on continuing to fine-tune gnet’s proven success in infusing audience, brand and cultural insights into fan- and community-driven brand experiences. Elkind comes to gnet from Midnight Oil Agency, where he led campaign strategy for entertainment, gaming and tech clients including Netflix, Sony Home Entertainment, Activision, Bethesda Game Studios, Ubisoft, Microsoft, and Square, among others. Elkind has two decades of experience in brand marketing across the client and agency sides, with a strategic fan-driven approach across a wide range of award-winning integrated campaigns.
“How brands engage with fans is rapidly changing, becoming increasingly more direct and more sustained. As this landscape continues to evolve, we believe strategy becomes more important to the creative process than ever before,” gnet CEO David Getson notes. “We’re thrilled to welcome Michael as the leader of our growing strategy team. He brings with him vast experience within entertainment and a holistic perspective to marketing passion-driven brands. As we continue to partner with brands in gaming, entertainment, technology and beyond, his insights will be invaluable to our continued innovation towards fan experiences.”
In addition to Elkind’s hire, gnet has also announced the promotion of Niko DeMordaunt as Director of Brand Management. After spending three years at the agency as a Senior Brand Director and Account Director, DeMordaunt’s new role will include leading the agency’s brand management department, overseeing the delivery of marketing campaigns for their entire slate of clients, including Netflix, Microsoft, Activision, Bethesda Softworks, Supercell, and Twitch. He also leads new business initiatives at the agency, which recently earned the most agency nominations for the 2019 PromaxGAMES Awards, following their win of the prestigious “Agency of the Year” title at the 2018 Awards, as well as winning Integrated Campaign of the Year at the Ad Age Small Agency Awards. Prior to gnet, DeMordaunt spearheaded client-facing roles at top agencies including AKQA and twofifteenmccann.
gnet is an award-winning creative agency & production studio with nearly 20 years expertise in growing hyper-engaged fan communities for entertainment brands.