Kyle Hugall set to depart Accenture Song / Droga5 to lead ABC’s in-house agency ABC Made

The ABC has announced that Accenture Song Strategy Director Kyle Hugall will be joining the broadcaster as the new Head of Made.

Hugall is a creative leader with two decades of international experience spanning agency and client-side roles.

He began his career as a journalist, writing for publications including The Guardian and i-D Magazine in London, before moving into advertising.

His international experience includes Creative Strategy Director at Redscout, New York where he led multidisciplinary teams across brand strategy, design, and innovation work for global clients from fashion to FMCG.

In 2018, he took on a leadership role as Head of Creative and Brand Strategy at Lion in Sydney, where he led the creative direction of marketing and innovation across the organisation’s portfolio of brands.

Most recently, as Strategy Director at Accenture Song / Droga5, Hugall has worked at the intersection of brand, customer experience, and digital technology to help clients unlock new forms of growth and cultural relevance.

Says Hugall: “The ABC is an extraordinary and vital institution that has served the Australian public for over 90 years, playing a key role in shaping the nation’s identity.

“The opportunity to lead the creative expression of such a special brand, particularly at a time of rapid change in media and entertainment is an honour, and one I’m excited to embrace. I look forward to helping the ABC show up in bold, relevant, and culturally resonant ways that connect with audiences across the country.”

Says Karen Madden, ABC Acting Director, Audiences: “I am thrilled to have Kyle joining the ABC as our Head of Made. Kyle’s global experience as a creative leader will bring a wealth of strategic insight that will be invaluable as we continue to evolve the way we connect with our audiences.”

Hugall will commence in the role on 21 July 2025.

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