The Creative Agency Appoints Edward Campbell as President While Expanding Its Brand, Talent, and Culture Capabilities
New York-based creative agency General Idea is entering a new phase of growth, announcing international expansion, executive appointments, and broader service offerings after posting a record $35 million revenue year in 2025.
Founded seven years ago, the agency has built a reputation at the intersection of fashion, entertainment, talent, and cultural strategy, working with brands across luxury and lifestyle. The company said its latest expansion reflects growing demand from clients seeking agencies that can operate beyond traditional campaign production and into broader cultural consulting and brand positioning.
As part of the move, Edward Campbell has joined General Idea as president, a newly created role focused on scaling the business beyond its fashion roots and evolving the agency’s capabilities across strategy, celebrity and talent partnerships, and experiential marketing.
Campbell brings experience from Dentsu, where he most recently served as executive vice president and global luxury strategy lead. Prior to that, he held roles at AKQA, Warner Music Group, and Highsnobiety, where he helped shape the publisher’s influential “New Luxury” research initiative alongside Boston Consulting Group. His work has spanned brands including Gucci, Mercedes-Benz, Coach, and Nike.
“Marketing is reaching an inflection point, and brands are demanding more from their agency and creative partners,” said Tanner Graham, Chief Executive Officer and cofounder of General Idea. “We’re incredibly proud of the body of work General Idea has produced in its seven years — reaching $35M in revenue is no easy feat, especially in difficult economic climates.”
The agency is also formally expanding into Los Angeles and London, establishing what it describes as strategic hubs aligned with entertainment, technology, and European luxury. Founder Ian Schatzberg will oversee the Los Angeles office, where the agency is already working with clients including Roc Nation. In London, Fred Paginton joins as executive creative director of EU+UK after previous leadership roles at Spring Studios and Dazed Media.
The London presence is intended to strengthen relationships with European luxury clients, including LVMH, while supporting broader regional growth.
General Idea’s recent campaigns reflect the agency’s increasing focus on celebrity-led cultural marketing. Recent projects include Reebok’s partnership with Karol G, Tommy Hilfiger’s campaign featuring Patrick Schwarzenegger and Lionel Richie, and a viral campaign for Fendi featuring Katseye.
The expansion underscores a broader shift among fashion and luxury agencies toward integrated cultural consulting models, where branding, entertainment, strategy, and experiential marketing increasingly operate as a single ecosystem.
