OK COOL Appoints Alex Williamson as Executive Creative Director to Lead Creative Growth

Jul. 29, 2025

Strategic and social creative agency OK COOL has today announced the appointment of Alex Williamson to the role of Executive Creative Director, in the latest in a series of key leadership hires.

The move follows a period of significant growth for OK COOL, which has secured retained business from the likes of New Look and Mandarin Oriental Hotel Group, and strengthened its leadership team across departments since appointing RAPP’s Katrina Bain as Managing Director in October 2023.

Williamson joins the agency from Billion Dollar Boy, where he spent four years, rising from Creative Director, Europe to his most recent position of Executive Creative Director, Global. In this role, he oversaw the design, creative and production departments, leading teams of 15 in Europe and 7 in the US. A member of the global leadership team, he was responsible for shaping the agency into a creatively led operation, helping brands collaborate with creators in more innovative and culturally relevant ways. During his time there, he led work for brands including Nike, Heineken, Lipton, Argos, and Ulta Beauty, and also established the agency’s in-house production department.

In his new role at OK COOL, Williamson will focus on strengthening the agency’s creative team and output, developing social-first, culturally driven ideas that push creative boundaries and set new standards for the industry. He will lead the 18-strong creative team and also play a key role in driving new business, helping win pitches against some of the industry’s biggest players.

With 15+ years of experience in creative and design roles, Williamson is passionate about growing and leading diverse creative teams. He has previously held positions at Ogilvy, Vice Media and theAudience, developing work for brands like IKEA, Dove, Lynx, Hellmann’s, Nespresso and Lush Cosmetics. Alongside his agency work, he screenprints T-shirts with his eldest child under the brand ThisIsNotUniform, and is a founder of Wally’s Joy Fund, a family-run charity that provides financial support to over-60s diagnosed with a terminal illness.

OK COOL has also appointed Maxime Rozencwajg to the newly created role of Head of Creator Partnerships. Rozencwajg joins from Billion Dollar Boy, where he was most recently Senior Account Director and led one of the agency’s account management departments. Over three years, he built and scaled a team from two to 20 people across five markets, delivering global influencer campaigns for brands including Meta, Spotify, Lipton Ice Tea, Versace, Revolut, Sonos, Clarks and Boots. 

He played a key role in expanding the Lipton Ice Tea account from a one-off brief into a multi-market, always-on programme. He also helped launch and lead MUSE, Billion Dollar Boy’s innovation unit exploring emerging creative technologies.

At OK COOL, Rozencwajg will oversee the creator and influencer team, responsible for shaping how the agency collaborates with creators as part of its broader creative strategy. As the creator economy continues to grow at pace, he will work to ensure OK COOL stays at the forefront of this evolving space.

Rozencwajg brings 15+ years of global social and influencer experience. In addition to delivering campaigns for a range of global brands, he created and launched The Influence Playbook - an executive training programme designed to help senior marketers navigate and master the creator economy.

Both Williamson and Rozencwajg will report into Katrina Bain, Managing Director, OK COOL, with oversight from Liz Stone, the agency’s founder and Global Chief Creative Officer.

Katrina Bain, Managing Director, OK COOL, said: 

“Our founders’ vision has always been to ensure OK COOL stays at the forefront of innovation in the social space.To do this, we have to hire the best in our ever changing industry - the creative visionaries who can bring fresh perspectives to our team and our clients. This protects our reputation for creating the distinctive work that makes us, and our clients, famous. We believe that in Alex and Maxime, we have two true social pioneers, and I’m excited to work with them in this new chapter for OK COOL.”

 

Alex Williamson, Executive Creative Director, OK COOL, added:

“What drew me to OK COOL is the ambition to make work that actually matters. Not just to industry peers, but to real people. The kind of ideas that get talked about at the school gates, in group chats, at the pub. Work that earns its place in culture because it's loved, not just awarded. That’s a huge creative challenge and exactly the kind I live for. I believe brands should add value to communities, not just mine them for insights. And where better to do that than on social? The loudest, weirdest, most alive place in culture. It’s where you find the big communities, and the beautifully niche ones too. Creativity can disrupt in all the right ways. At OK COOL, the belief is clear: creativity should be a force for good, bold, useful, and joyfully rebellious. I’m excited to work alongside an already exciting and eclectic creative team that’s full of energy and wild ideas.”

 

Maxime Rozencwajg, Head of Creator Partnerships, OK COOL, concluded:

“What I love about OK COOL is their instinctive understanding of culture and the role creators play within it. This role is a chance for me to go even further in the creator space - focusing on innovation, creativity and building campaigns that make a real cultural impact. OK COOL’s mission to humanise brands and take them out of category is exactly the kind of strategic thinking I believe in. It’s a place where I can explore every corner of the creator economy, and I’m genuinely excited about the journey ahead. I really believe OK COOL has all the ingredients to become one of the best in creator marketing - and fast.”