ABC refocuses on in-house creative team with senior appointment
The ABC has appointed Accenture Song’s Kyle Hugall to lead its in-house creative agency, ABC Made.
ABC Made launched in 2015 as a way for the broadcaster to “maximise [its] creative staff” across the organisation. It hoped to deliver more efficiencies and streamline its marketing needs.
While at the time arguing it “does not have partnerships with agencies”, the ABC has more recently engaged with external partners. Over the past 12 months in particular, it has worked with Howatson+Co on projects including Triple J’s rebrand and brand platforms for ABC iview.