The ABC has appointed Kyle Hugall as Head of ABC Made, placing the former Accenture Song and Redscout creative director at the helm of the broadcaster’s internal agency from 21 July.
Launched in 2015, ABC Made operates as the public broadcaster’s in-house creative engine—responsible for branding, campaigns, and multiplatform audience connection. Hugall’s remit will span brand expression and content strategy across TV, digital, radio, and streaming services, in line with ABC’s evolving engagement model.
Hugall brings a hybrid background in journalism, advertising, and creative leadership. His early work includes bylines for The Guardian and i-D Magazine, followed by global brand strategy roles in New York and Sydney. At Redscout, he led multidisciplinary teams for major consumer brands; at Lion, he helped shape marketing and innovation efforts; and most recently, he served as a director at Droga5 within Accenture Song.
The hire comes as the ABC sharpens its audience positioning amid a shifting broadcast landscape. Public broadcasters are under growing pressure to demonstrate value, especially with younger, digital-native viewers. Bringing in a creative lead with agency-grade commercial experience signals a push for sharper identity and clearer communication across all ABC channels.
It also reflects a broader trend: major networks consolidating brand and content strategy under unified leadership, mirroring moves seen recently at the BBC and CBC. For the ABC, this appointment suggests a renewed focus on how the broadcaster presents itself—not just what it commissions.
Hugall will report into Acting Director of Audiences Karen Madden, who described the appointment as “energising” for the ABC’s creative future.
ABC Made continues to support internal productions and promotional campaigns, with Hugall set to oversee the next phase of its evolution.
