Danny Bass named as new UnLtd chair

Former IPG Mediabrands chief executive, Danny Bass, has become the new chair of the industry’s social purpose organisation, UnLtd. He has been a board member for five years, and steps into the role this month.

Bass takes over from Kerry McCabe, CEO of Athlete’s Voice and founder and previous chair of UnLtd. McCabe will continue to serve as a director in the organisation, and have a role in other UnLtd projects, including its first B2C offering.

“I am honoured to be offered the opportunity to continue the incredible work Kerry and UnLtd have achieved over the past 15 years,” Bass, who resigned from IPG Mediabrands in February last year, said.

Bass has served on the UnLtd board for a number of years

“UnLtd continually demonstrates the impact our industry can have as a positive force for good. None more so than what Chris [Freel, CEO] and the team have delivered in 2020. Our plans for 2021 and beyond are significant and reflect how we will respond to the challenges and maximise the opportunities in front of us to continue our mission of supporting young Australians at risk.”

McCabe founded UnLtd in 2005 to direct industry resources towards helping disadvantaged young people. In the beginning, the organisation – then called Mayday – held auctions, with the proceeds going to youth charities, and bartered for advertising space for FMCG products in response to a food shortage in Timor Leste.

Over the past 15 years, it has had almost $100m worth of social impact, working with more than 200 industry partners and supporting 25 charities.

“We’re delighted to welcome Danny as our new chair as we move to the next stage of UnLtd’s growth and expansion into new products and services,” McCabe said.

“Danny has been an instrumental part of our board for many years and we are looking forward to having him at the helm as we further increase the positive impact our industry generates for young Australian’s at risk. Danny has very strong strategic and leadership skills which will be invaluable as we chase our ambitious growth aspirations and give hope and belief to more precious young Australians in need.”


UnLtd’s CEO, Chris Freel, thanked McCabe for his work, and the difference it’s made.

“UnLtd wouldn’t exist without Kerry’s vision, passion and determination to change the lives of hundreds of thousands of young people at risk,” he said.

“The way he has rallied the industry together for a common cause over the years and helped grow UnLtd into the organisation it is today is nothing short of incredible. It is his vision that has allowed our industry an opportunity to make a difference and given us all the power to help.”

The chief executive of Musicians Making a Difference – one of UnLtd’s charity partners – Dominic Brook, added: “We are forever grateful for Kerry and we can’t wait to be part of the next chapter for UnLtd with Danny.”


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