THE FIFTH Agency Expands Los Angeles Team with Key Hire to Lead Creative Team and Produce Creator-Driven Advertising

Cultural-Savant & Agency Veteran Brett Brown joins the LA-based team as Head of Creative

LOS ANGELES, January 31, 2023--(BUSINESS WIRE)--Award-winning, social-creative agency THE FIFTH, known for its viral creator marketing campaigns, today announced a crucial hire who will spearhead the growth of its Creative team in Los Angeles. With the aim of developing standout creator-driven campaigns in the U.S. market, the agency has already shown exciting promise, resulting in the need to expand the team to eight hires on the ground.

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THE FIFTH hires Brett Brown, Head of Creative (Photo: Business Wire)

Long-time agency veteran Brett Brown, known in the industry for his unique creative vision and diverse background, joins THE FIFTH to lead the agency as it continues to experience explosive domestic growth. As Head of Creative, Brown will be tasked with setting the creative vision for the agency to create culturally impactful campaigns that transcend media. Fascinated by THE FIFTH Estate, Brown’s mission is to leverage his distinctive background to drive lasting influence and impact for clients.

Throughout his career, Brown has been influenced through a variety of profound personal and professional experiences, from ghostwriting hip-hop music across Los Angeles studios as a teenager, to living across major cities and corners of the continental United States, graduating from ArtCenter College of Design, and having graffiti pieces displayed in galleries and freeway underpasses. In addition to building his own creative agency which supported major Fortune 500 companies, he has developed award-winning transmedia creative at agencies that include Saatchi & Saatchi, Campfire NYC, cp+b, 72andSunny, and RPA. His background helped him break down silos and reinvigorate departments around the potential of their creative.

Brett Brown comments: "Joining THE FIFTH marks a special moment in my personal and professional career. I’m excited to work with creators, brands and the insanely talented people around me to push and create culture, not simply follow it." said Brett Brown, Head of Creative, THE FIFTH. "More than opportunity, that’s our responsibility. Anyone can make an ad. We’re here to make a difference. Which means by definition, we have to do things differently. The idea of an influence agency is powerful. We’re creating something new, that’s purpose-built from the inside-out to create influence."

Based at FOX Studios in LA and supported by parent company News UK and News Corp, THE FIFTH will continue its mission to deliver outstanding social creative campaigns by leading with culture and a trusted, transparent and professional approach.

Since launch in 2019, THE FIFTH has seen rapid growth from its creative-led influencer marketing proposition. Combining strategy, social insight, and cultural expertise, THE FIFTH has executed viral, inspirational, and lasting campaigns for the world’s most notable consumer brands out of its UK headquarters, and aims to duplicate its efforts in the US. UK clients include Disney, YouTube, Fenty Beauty, UKTV and Square. The business was also recently awarded four awards at the prestigious Influencer Marketing Awards 2022, including an award for its work with YouTube.

Oliver Lewis, CEO of THE FIFTH, said: "As THE FIFTH expands its U.S. presence, it was critical for us to find the right individuals to lead the creative vision for the company, our current campaigns, and prospective clients. Brett Brown's unique combination of creative skills and cultural vision will bring a fresh perspective and energy to the creator-driven advertising that THE FIFTH is known for; we are thrilled to welcome him to the team and are excited to see how he shapes the future of our business."


THE FIFTH began operations in the United States in October 2022 and will maintain residency at FOX Studios, in Los Angeles.

THE FIFTH Agency is an award winning social creative agency, expert in influential content. They have one clear mission: To do things differently. Their team of strategists, talent experts and creatives, based in London and LA, help their clients to tell inspiring, entertaining, and influential stories that deliver measurable impact. They leverage their influencer marketing expertise to give our clients 360 social thinking and ensure that ALL touch points across social media are influential - not just the talent they partner with.

The agency was founded on a mutual understanding of what it means to have real influence and how to wield that power responsibly. As a co-founder of the IMTB (Influencer Marketing Trade Body), they are leaders in standards, social ethics and professionalism; they pride themselves on a fully transparent and accountable relationship with clients and creators.

To learn more about the agency’s previous work, visit

About News UK

One of the leading media businesses in the UK and Ireland, our newsbrands include The Times, The Sunday Times, The Sun, The Sun on Sunday and The TLS. Our national broadcast brands include talkSPORT, Times Radio and Virgin Radio UK, and we have market-leading local radio stations across Ireland. In April 2022 we launched TalkTV, a major new TV channel available to everyone across the UK, delivering a schedule of news, current affairs, entertainment and sport, with Piers Morgan in a primetime evening show. Our world-famous brands provide news, analysis, opinion and entertainment to almost 40 million people each month. Spanning digital and print, audio and video, events and experiences, our brands are home to a plurality of opinion, representing the diverse communities we serve. News UK is wholly owned by News Corp. News Corp (Nasdaq: NWS, NWSA; ASX: NWS, NWSLV)

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For more information, please contact:

Libby Darcy, External Communications Manager, News UK / +447442328933

Denise Penagos, PR Lead, Creative Strategies / +19142614514