Nathan Aspell has joined DMG Media, the publisher of the Daily Mail, as director of creative & platforms. Revealing the move on LinkedIn, Aspell said his job will be “to help the team build on the work they’ve put into launching the company’s new social publisher dmg newmedia. We’re going to be elevating storytelling across news, sport and entertainment on social, while growing our already 150m-strong following.”
Aspell (pictured) said: “Whether you’re a social media expert, video editor, PR manager or a potential commercial partner, I want to hear from you, so let’s connect.”
Aspell was the first-ever head of social at Pubity Group, where he oversaw social strategy and team leadership across brands like Pubity, Memezar, Dad Jokes and FilmSeal, helping shape some of the most viral content on the internet.
Prior to that he was head of content at Brave Bison, where he “led the charge on multi-platform storytelling for The Hook and a slate of Snapchat Discover shows”.
Before that, he was digital managing editor of several brands at Global, where he “helped transform Capital into the most-followed radio station on TikTok globally”.
Dmg newmedia was launched in October 2025 as “the home of social news and entertainment for young audiences”. Built on Daily Mail’s 150m-strong social following and run by a team of Gen Z creatives and talent, the goal of the division is to deliver “compelling storytelling, unique shows and original formats across multiple genres”.
The new division was unveiled alongside another DMG unit called creator media, dubbed as “the home of multiple social-first, lifestyle brands powered by creators – including fashion and beauty publisher Eliza – that deliver viral, influential content”.
At the time, Dominic Williams, chief revenue officer of DMG’s commercial arm Mail Metro Media, said: “What we are doing with social video across our portfolio is a complete game-changer. It’s incredibly exciting to be unveiling so many bigger and bolder opportunities, and to celebrate Mail Metro Media’s unique ability to create, connect and collaborate with our advertising partners.”
