As major arts and business businesses face an industry-wide transformation, one company is looking to keep things stable by implementing an internal succession plan.
Entertainment marketing studio Create has promoted its longtime CEO Jonathan Gitlin to CEO, succeeding founder David Stern who moves to chairman after leading the organization for more than two decades.
Stern will continue to advise on long-term strategy as Chairman of the Board, while Gitlin will assume responsibility for day-to-day operations alongside the senior leadership team.
“Jonathan embodies the values that define innovation, creativity, strategic vision and a deep commitment to our customers and our team,” Stern said in a statement. “Over the past 20 years, he has helped shape the company’s growth and direction along with an exceptional local team who have supported each other for many years. Together they are helping to rebuild and redefine the business, and I am confident that Create will continue to set the standard for our industry.”
Meanwhile, Sunil Perry, executive vice president and chief creative officer, who has been with the company for more than 15 years and built out the company’s London office, will lead the film/series team to drive what the company calls “next-level creative innovation.”
The executive shake-up comes as the company expanded its key arts and creative strategy practices across Los Angeles and London when it appointed Joey Samaniego as creative director, head of key arts, and Gerry Batson as global director of creative strategy. Samaniego’s recent credits include campaigns for Bride!, The Mandalorian And Grogu, Sinners and A goat. Batson joins the London office with experience in campaigns across, including, Netflix, Amazon and Apple Boys, Fifth Gen and Ted Lasso.
Gitlin has been with the company for 20 years, joining Create as a design intern in 2006. He has steadily progressed through the organization, from 3D motion designer to creative director of design, then partner, and most recently president. His advancement at nearly every level of the agency has given him a first-hand perspective that few entertainment marketing executives share, providing a uniquely comprehensive understanding of both the creative and operational sides of entertainment marketing.
Gitlin plans to stay on the path he set as president, focusing the company’s commitment across three core areas: prioritizing culture and talent, continuing to integrate its creative services across every sector and between its offices in London and Los Angeles, and investing in native AI operations designed for the next generation of entertainment marketing.
Gitlin’s rise comes as Trailer Park Group, the longtime Clio Award-winning marketing agency that was the big player in the trailer and home art space, shuttered several key divisions earlier this month and is cutting about 150 jobs. In 2025, the marketing arena is also shaken up with the creation of a new rival company “Requiem”.
Gitlin’s promotion also comes as Create heads into the 2026 Golden Trailer Awards, taking place on Thursday, with 16 nominations spanning across theatre, streaming, TV, gaming and behind-the-scenes categories. Includes nominated campaigns sinners, Tron: Ares, Mountainhead, Murders only in the building, Lilo and StitchNetflix war machine, and Silent Hill F.
“I entered this company as an intern twenty years ago,” Gitlin said in a statement. “Leading it now is less about the title and more about responsibility to the people who built this organization with me. It is an honor to protect the culture and help guide the next generation who will define what it becomes.”
