Social-first creative agency Kill Boring Dead (KBD) has appointed Nel Wolf to the role of general manager.
In her new role, Wolf will focus on evolving KBD’s mode of operation to support its expanding client base, while ensuring the agency’s creative edge remains razor sharp. This means tighter structure across strategy, creative and influencer, and an ongoing commitment to create client work that is brave and earns attention rather than interrupts it.
Previously with Bastion as group client director and prior to that acting as social and content lead at EssenceMediacom, Wolf joins KBD with a track record spanning creative, strategy and operations, bringing a rare mix of commercial and creative skills to the agency. Known for building high-performing teams, strategic planning and shaping work that cuts through, Wolf will oversee day-to-day operations, delivering strong client partnerships as the agency evolves its next growth phase.
Marcus Willis, CEO of Kill Boring Dead said as the agency continues to expand and work with larger global businesses, it became important to bring in a general manager with experience operating across more complex client environments and larger agency structures.
“Nel is the kind of leader who doesn’t just ‘get it’, she sharpens it, challenges it and makes it better,” said Willis.
“We’re not in the business of maintaining the status quo. We’re here to break it, rebuild it and make it work harder and Nel brings the kind of energy and experience that helps us do exactly that, at scale.”
Wolf ‘s understanding of how agency models affect outcomes for clients and staff is demonstrated by her experience leading social delivery for Xbox and Microsoft at Bastion and further strengthened by management of Salesforce, Intel and Samsung in previous roles at both agency groups and independents.
Her experience working with complex global brands across varied agency structures while delivering at the speed of social underpins her deep capabilities in operational efficiency, team leadership, and building structures needed to support growth at scale.
“There are many agencies talking about doing things differently, but KBD actually does it,” said Wolf. “It’s an agency built on fearless ideas made for the next gen of advertisers while still delivering next-level outcomes for clients, and that’s a rare combination.
“I’m excited to help shape what’s next, including growing the team, strengthening client partnerships and helping build systems, structure and ways of working that are needed for continued growth. My aim is to prove that bold work isn’t a risk, it’s an advantage that ensures KBD stands out from its competitors and can continue its mission to make boring extinct.”
The new general manager role reflects KBD’s recent growth. The creative agency now boasts a client roster of Red Rooster, Bank of Queensland, Cathay Pacific and Advil.
“Boring isn’t just ineffective, it’s expensive,” added Willis. “Every dollar spent on work that doesn’t engage and move customers is a dollar wasted. Nel understands that. She knows how to build teams and systems that produce work clients care about. And that’s where the magic happens.”
“Nel’s appointment signals our clear intent to double down on what works, ditch what doesn’t, and keep raising the bar for what social-first creative can be. Because ‘good enough’ is never the goal.”
Wolf’s appointment is effective immediately.
