In a strategic move within the dynamic entertainment marketing landscape, Create, a leading firm in the sector, has appointed Jonathan Gitlin as its new Chief Executive Officer. This promotion marks a significant internal succession, with founder David Stern transitioning to the role of chairman. Gitlin's extensive two-decade tenure at Create, where he ascended through various ranks, positions him uniquely to steer the company's future. His leadership comes at a pivotal time for the industry, which is experiencing considerable evolution in trailer and key art production. Create is also actively enhancing its global creative capabilities, recently expanding its teams in Los Angeles and London.
Create's Strategic Leadership Transition and Global Expansion
On May 28, 2026, Jonathan Gitlin officially assumed the role of CEO at Create, an entertainment marketing powerhouse. This appointment follows the decision of company founder David Stern to step down as CEO and take on the position of chairman. Stern, who has guided the organization for over two decades, expressed full confidence in Gitlin's ability to lead, citing his profound understanding of the company's ethos and dedication to clients and team members. Gitlin's journey at Create began in 2006 as a design intern, progressively moving through roles such as 3D motion designer, creative director of design, and president, culminating in his current CEO position. His comprehensive experience across both creative and operational facets of the business provides him with a rare depth of insight.
Under Gitlin's leadership, Create is set to prioritize three core strategic areas: nurturing a robust company culture and talent development, fostering greater integration of its creative services across all divisions and between its London and Los Angeles offices, and investing in AI-driven operations to innovate for the next generation of entertainment marketing. This transition coincides with the promotion of Suneil Beri, Executive Vice President and Creative Executive, who will now lead the film/series team, focusing on advanced creative innovation. Beri has been instrumental in the company for over 15 years, notably establishing its London presence.
Furthermore, Create has fortified its creative teams with key hires. Joey Samaniego has joined as Creative Director, Head of Key Art, bringing experience from campaigns for major productions like The Bride! and The Mandalorian and Grogu. Gerry Batson has been appointed Global Director, Creative Strategy, at the London office, with a portfolio that includes work for Netflix, Amazon, and Apple on popular series such as The Boys and Ted Lasso. These expansions underscore Create's commitment to maintaining its competitive edge amidst industry shifts, including the recent restructuring of Trailer Park Group and the emergence of new contenders like Requiem. As Create approaches the 2026 Golden Trailer Awards with 16 nominations for its campaigns, including those for Sinners and Only Murders in the Building, Gitlin's vision is poised to guide the company into a new era of growth and creative excellence.
This executive transition at Create offers a compelling look into how established firms in the entertainment industry are adapting to evolving market demands and technological advancements. Gitlin's ascension, rooted in two decades of diverse experience within the company, highlights the value of internal talent development and a deep understanding of organizational culture. His focus on integrating global operations and embracing AI signals a forward-thinking approach essential for navigating the complexities of modern entertainment marketing. It also serves as a reminder that in a rapidly changing landscape, leadership that prioritizes innovation, talent, and strategic growth is crucial for sustained success.
