The New South Story
The New South Story
The name “New South Creative” was inspired by a simple but powerful word
Brian Wagner heard again and again during his time as CMO of Tennessee Tourism: new.
New hotels.
New attractions.
New restaurants.
New energy across Southern destinations.
Before Tennessee Tourism, Wagner witnessed transformation firsthand during the rebrand and expansion of Nashville’s iconic Ryman Auditorium — proof that heritage and innovation can coexist powerfully.
Yet across the South, perception has not always kept pace with progress.
Communities have evolved faster than their reputations. That gap — between what a destination is and what people think it is — is where New South Creative was born.
We exist to close that gap.
New South Creative combines deep destination marketing experience with creativity, research, and technology to help DMOs and attractions compete and win. Destination marketing is not one of the things we do — it is our sole focus.
Built by Builders
Brian Wagner
Co-Founder
Chad Denning
Co-Founder
Liz Denning
Co-Founder
New South Creative was co-founded by Brian Wagner, Chad Denning, and Liz Denning — three leaders united by a belief that Southern destinations deserve world-class storytelling powered by data and strategy.
Creative Director and Editor Chad Denning, his wife Liz, previously co-founded Gamma Blast Studios in Nashville, serving Fortune 50 companies and major national brands using data insights and Hollywood-level production processes for content strategy, creative development, production, editing, motion graphic animation, and delivery.
Liz Denning was a driving force behind the growth and success of New South Creative. A sharp, data-driven marketer with exceptional instincts for opportunity, Liz led new business development efforts, shaped strategic direction, and worked tirelessly to build the company’s foundation. She believed in
measurable results, meaningful partnerships, and raising the standard for destination marketing across the South.
In late 2025, Liz passed away unexpectedly following a brief and aggressive battle with cancer. Her loss has been profound for our team, our partners, and especially for her husband Chad and their two sons, Drake and Carson.
Liz’s leadership, work ethic, and heart remain embedded in the culture of this company. The standards she set — strategic clarity, disciplined execution, and bold creative thinking grounded in data — continue to guide our work every day.