Molecule Appoints Digital Natives to Drive Growth with Social-First Creative Approach

May. 08, 2026

Mattress brand Molecule has appointed Digital Natives as its U.S. strategic and creative agency of record, following a three-way competitive pitch.

The national engagement will see Digital Natives working to deliver a social-first strategic and creative approach across multiple brand touchpoints.

The agency will develop their first campaign throughout 2026 designed to build brand awareness and drive sales, with a phased program that enables brand consistency while maintaining flexibility across markets, media and activations.

The first work is set to launch in Q2 2026. Activity will centre on a social and influencer content engine, supported by a mix of tactical out-of-home, experiential and influencer partnerships at key moments throughout the year.

Laura Brewick, Chief Marketing Officer at FXI, said:

“We chose to partner with Digital Natives for their standout creativity, strategic thoroughness and consistently strong ideas. Their team is innovative, hands-on and brings the kind of collaborative energy that elevates the work at every step.”

 

Alistair Fitch, Co-Founder & CEO at Digital Natives, added:

“This is an exciting win for us, not just because of the scale and ambition, but because it reflects our continued appeal in the U.S. Molecule has a clear desire to punch above its weight, and that’s where creativity becomes a real competitive advantage. We’re looking forward to helping define white space for the brand by building an always on social-first approach - supported by impactful real world activations - to drive relevance for this exciting category challenger.”

 

The appointment marks the latest step in Digital Natives’ growth, following recent wins including Fujifilm and KP Snacks’ Whole Earth and Tyrrells brands.