I've spent the last decade asking brands uncomfortable questions they'd rather avoid

Not because I'm difficult (okay, maybe a little), but because the safe answer is usually the wrong one.

I've done this across five continents for Nike, Porsche, Samsung, WWF, and others. You work in that many markets, you start noticing patterns. Smart companies in New York, Seoul, Melbourne, Johannesburg all making the same mistake. So afraid of being wrong they've forgotten how to be interesting.

Along the way my work has been recognised—ranked #3 strategist globally by The One Club, with metal from Cannes, D&AD, One Show, and others—but that's not why I do it. I do it because normal is deadly. Normal is how good brands become invisible.

That's why I believe strategy has to provoke. Not just pretty thinking, but action. The kind that makes people uncomfortable enough to actually do something different.

That means asking the questions others won't: Why are we really doing this? What if we tried the thing that makes us nervous? How do we actually make this happen?
 I don't accept the first answer. I keep pushing until we find something true, something sharp, something that makes people actually take notice.

Sometimes that means rethinking your entire positioning. Sometimes it means killing your favorite idea. Usually it means getting uncomfortable.

But that's where the good stuff lives.

If you're looking for someone to validate your current strategy and make it prettier, I'm not your guy. If you want someone who'll help you figure out what you should actually be saying and doing, let's talk.

Some words 🎤 from people who’ve worked with me:

“Kyle’s ability to uncover universal truths and insights that inform work and connect to people is sharp and on-point.”

Yoonie Park

Head of Samsung Galaxy S Series

Global Brand Marketing, Samsung

“Kyle has been the best strategist I have been working with in my 20y+ experience. Really gets under the skin of the brand.”

Christiane Haasis

Vice President Refreshments

Unilever

“One would be confused at times and would think that Kyle is a creative and not a strategist. He is the best example of anyone I have met that skirts the worlds of both disciplines and adds immense value in his hybrid abilities.”

Pete Khoury

Chief Creative Officer

TBWA\ Asia

“Kyle is super funny and tolerates our shit. He has excellent taste in glasses - oh and does brilliant work, which makes us look good. ”

Karla Niesen

Nike APLA

BDPA Planning Lead

“He is a strategy beast and a down-to-earth guy who knows how the advertising world spins. He plays like a pro and he knows how to top up your brand.”

Patricio Marrone

Creative and Social Media Lead

Vivo Smartphones, Europe

“I could always rely on Kyle to challenge my thinking in a way that felt collaborative and constructive. He is not only brilliant and generous with his time, but also the kind of mentor who truly listens and advocates for you - qualities that make him someone you’d be lucky to learn from.”

Cheryl Koh

Accenture Song, London ( Ex BBH Singapore)

Senior Strategist

“A big thank you for being part of our team over the past few years. We really appreciate your partnership and commitment to doing great work with us. The FIBA project was a huge highlight & we really appreciate your hard work to bring the vision to life.”

Team Nike

South East Asia + India

“Kyle’s spirit of questioning the norm is deeply infused into our work, pushing us to think beyond convention and explore new territories, but always with purpose rather than rebellion. He encourages us to immerse ourselves in culture, not just observe it, helping us uncover insights that become the cornerstone of our campaigns. All with a clear goal in mind - to produce work that zags the norm, and makes a real impact.”

Felcia Ong

BBH Singapore

Associate Strategy Director

Work 🛠️

  • After 10+ years in agencies, I've taken my strategic skills freelance.

    Same mission - creating strategies that provoke change and drive results - but now available to work with more brands and businesses that want to make an impact.

    Based in Melbourne, Australia, but working globally.

    Available for:

    • Strategic consulting
    • Fractional CSO/Head of Strategy/ Strategy Director roles
    • Pitch strategy
    • Brand transformation projects

  • Crafting culturally-informed, cross-platform strategies for global brands.

    Key accounts include Nike (SEA + India & Asia Pacific Latin America), Samsung Galaxy (Global), Instagram (SEA), and Riot Games (APAC). Specializing in strategies that resonate across diverse and nuanced markets that drive tangible business results.

    Notable achievement: Generated $15m+ in new business in 2.5 years.

  • Began my Germany journey as a creative strategist working on Ford Germany. Led strategy for the successful Vivo Smartphone Europe pitch and then Vivo's European rollout across 7 countries. Was lead strategist and a lead creative for Porsche Global Brand pitch in 2020 which we won. Took on the role of Global Strategy Director for Porsche Motorsport where I was tasked with the global repositioning of the Porsche Motorsport brand. In 2021, was ranked the #3 strategist globally by the One Club Awards.

  • Creative and strategist working on Toyota, Tiger Brands, Debonairs (QSR), and Netflorist (E-Commerce)

  • Creative strategist across Standard Bank, Joburg Ballet, MTN (Africa's biggest telco), Tiger Brands, and Nissan.

  • Comms Planner and Digital Strategist across agency accounts in Africa which included: Visa, Bacardi, Pedigree, Whiskas, Chicken Licken, Virgin Money Insurance, Essity, Mercedes-Benz, Google, and YouTube.

  • From strategy intern, to junior strategist, and finally hybrid content strategist and producer. Worked across Bud Light, Extra Gum, 5Gum, Bayer, and LG Mobile.

  • 2013 NCAA Champions
    2011,2012,2013, 2014 BIG 10 Champions
    Recipient of 2013 John Slykhouse Memorial Scholarship
    2011,2012,2013, 2014 finalist at BIG 10 Championships in 100 and 200 Breaststroke
    2011,2012,2013, 2014 Academic All Big 10
    2011, 2012, 2013, 2014 Athletic Academic Achievement Award
    2014 Scholar All-America Honorable Mention

Awards 🏆

  • 2 x Gold, 3 x Silver, 2 x Bronze, 7 Shortlist

  • 1 x Yellow Pencil, 5 x Graphite, 5 x Shortlist

  • Ranked #3 Strategist in the World 2021, 3 x Gold, 3 x Silver, 3 x Merit

  • 4 x Bronze

  • Grand Prix for Good, 2 x Gold, 3 x Silver, 2 x Bronze

  • 1 x Gold, 5 x Silver, 1 x Bronze

  • 1 x Winner, 1 x Honouree

  • 1 x Green Award for Marketing Effectiveness, 5 x Gold, 5 x Silver, 1 x Bronze

  • 2 x Gold, 2 x Bronze

  • 4 x Gold, 2 x Silver, 4 x Bronze

  • 3 x Gold, 5 x Silver

  • 3 x Gold, 8 x Silver, 7 x Bronze

  • 2 x Gold

  • 1 x Silver, 1 x Bronze

  • 1 x Silver Craft Strategy, 1 x Silver, 6 x Bronze

  • 3 x Silver

  • 2 x Gold, 5 x Silver, 1 x Bronze