Liz Peetoom appointed as Managing Director of Content Icons

February 2024


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Liz Peetoom assumes the role of Managing Director at Content Icons, succeeding Sara Rottenberg, the agency's founder. Peetoom, who has also become a shareholder at ACE, will oversee the talent network and facilitate the continued integration of Content Icons with other ACE agencies. Meanwhile, Rottenberg will step back from day-to-day operations but will remain involved as an advisor and shareholder.

Content Icons works with a wide range of renowned talents such as Rianne Meijer, Romee Strijd, and Jutta Leerdam, for brands including DIOR, Zalando, H&M, Unilever, and Hugo Boss. The agency was founded in 2019 by the then 22-year-old Rottenberg. Content Icons was one of the first to focus on co-creation between brands and creators, actively involving influencers and talents in developing creative content solutions for brands.

Liz Peetoom, Managing Director at Content Icons: “In 2022, Content Icons became part of ACE. Since then, we grew from a boutique talent management agency into a creative and strategic partner for brands in influencer marketing. We closely collaborate with other ACE agencies and involve creators from the start in client briefings. An example of this is the successful Magnum festival, in collaboration with ACE agency Glasnost. The influencer market is professionalizing, and with that, the role of creators becomes increasingly important. Their involvement is more crucial than ever for brands to roll out distinctive and authentic campaigns. I am thrilled about this new step within Content Icons and ACE, and very grateful to Sara for this wonderful opportunity!”

Sara Rottenberg, Founder of Content Icons: “After leading Content Icons for 5 years, I confidently hand over the reins to my ride or die; Liz Peetoom. Liz has been with Content Icons from the start, and we complement each other seamlessly. We do almost everything together; Liz excels in leading the day-to-day operations, while I prefer to focus on new developments and opportunities in the market. Despite stepping back from the day-to-day operations, I remain closely involved with Content Icons and ACE. Currently, I am in NYC focusing on international opportunities."