THE FIFTH expands global footprint with US launch, names MD

the-fifth-charles-Ifegwu

Award-winning UK social creative agency THE FIFTH, known for its viral creator marketing campaigns, today announced its global expansion into the North American market with the hire of experienced agency veteran Charles Ifegwu as its US Managing Director.

THE FIFTH US

Based at Fox Studios in Los Angeles, THE FIFTH will aim to deliver on its continuous mission to do things differently for major brands by leading with culture and a trusted, transparent and professional approach. 

Ifegwu’s appointment marks the first of a number of strategic hires the business will make in the months to come.

With over 17 years of experience leading marketing, creative, entertainment and agency operations, Ifegwu joins THE FIFTH from MOCEAN, where he led the client partnerships team. 

At THE FIFTH, he will be charged with driving US growth leaning on his own and THE FIFTH’s reputation within the entertainment and technology sectors.

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 where creativity and creator marketing reigns. 

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 for its work with YouTube.

Supported by additional funding from parent company News UK and News Corp, the business is looking to expand internationally to better serve existing clients and take advantage of new business opportunities.

Oliver Lewis, CEO of THE FIFTH, said: “The US is a hugely important market for influencer marketing, but it’s one that has become commoditised and bland. 

“With our creative-first approach that brings talent and culture together to create authentic storytelling, we believe that we can make a real mark on the US influencer space.

“To be based on the Fox Studios Lot is not only a great validation of the support we have received from our parent business, it also puts us at the heart of US entertainment and creativity and that’s a fantastic place for us to start in the region.”

Commenting on his appointment, Ifegwu said: “THE FIFTH’s positioning as a social creative agency sets the business apart from the wider US influencer marketing space. 

“THE FIFTH doesn’t just connect brands with talent, it brings together creativity, culture, talent and storytelling to build deep and long lasting relationships.

“This is a unique opportunity to help redefine the US influencer marketing space and to bring together the worlds of creative and social in a new and dynamic way.”