The ABC has appointed Accenture Song strategy director Kyle Hugall as head of the public broadcaster's in-house creative agency, ABC Made.

Hugall brings two decades of international experience in both agency and client-side roles, having first begun his career in journalism, writing for The Guardian and i-D Magazine in London. His international experience includes serving as Creative Strategy Director at Redscout in New York, where he led multidisciplinary teams across brand strategy, design, and innovation for global clients.

In 2018, Hugall transitioned to Sydney, taking on the role of Head of Creative and Brand Strategy at Lion. There, he led the creative direction of marketing and innovation across the organisation's portfolio of brands. Most recently, Hugall was a Director at Accenture Song / Droga5, working at the intersection of brand, customer experience, and digital technology.

ABC Acting Director, Audiences, Karen Madden, said: "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 his role at ABC Made on 21 July 2025. "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." he said.

"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."