Kill Boring Dead has appointed Nel Wolf as General Manager, as the agency enters its next phase of growth.
In her new role, Wolf will focus on evolving KBD’s operating model to support its expanding client base, while maintaining its creative edge.
Her remit includes strengthening structure across strategy, creative and influencer, and ensuring the agency continues to deliver attention-driven work rather than interruptive advertising.
CEO comments
Marcus Willis, Chief Executive Officer at Kill Boring Dead, said the appointment reflects the agency’s growth trajectory.
“Nel is the kind of leader who doesn’t just get it, she sharpens it, challenges it and makes it better,” Willis said.
“We’re here to break the status quo and make work that works harder, and Nel brings the energy and experience to help us do that at scale.”
Wolf’s past experiences
Wolf joins from Bastion, where she was Group Client Director, and previously held the role of Social & Content Lead at EssenceMediacom.
Wolf brings experience working across major global brands, including leading social delivery for Xbox and Microsoft at Bastion, and managing accounts such as Salesforce, Intel and Samsung in previous roles.
Her background spans creative, strategy and operations, with a focus on building high-performing teams and delivering work at the speed of social.
Building for growth
Wolf will oversee day-to-day operations, strengthen client partnerships and help build the systems and structures needed to support the agency’s continued growth.
“There are many agencies talking about doing things differently, but KBD actually does it,” Wolf said.
“My aim is to prove that bold work isn’t a risk, it’s an advantage that ensures KBD stands out and continues its mission to make boring extinct.”
Responding to demand
The newly created General Manager role comes as KBD experiences rapid growth and increased client demand for more distinctive, culturally-led creative.
Recent client wins include Red Rooster, Bank of Queensland, Cathay Pacific and Advil.
Willis added: “Boring isn’t just ineffective, it’s expensive. Every dollar spent on work that doesn’t engage and move customers is a dollar wasted.”
Strengthening capability
Wolf’s appointment is effective immediately and follows a series of strategic hires aimed at strengthening capability across the business.
The move signals KBD’s intent to scale its social-first model while continuing to prioritise bold, attention-driving creative.
Main image: Marcus Willis and Nel Wolf