From cutting-edge solar startups to global giants like Red Bull NZ, ABEL’s innovative collaborative model has always invited external ideas into the fold. Now, with the promotion of Nicholas Kelly to Creative Culture Lead, that model is set to thrive even more.
ABEL’s foundation is built on transparency and fluidity between clients and creatives, which it believes fosters deeper connections between brands and the communities they serve. This ethos, established from the start, has helped ABEL develop a network of creative collaborators who work directly with brands to produce culturally relevant and impactful campaigns.
Kelly’s promotion to the newly created role of Creative Culture Lead stems from his diverse experience and creative approach. With a background spanning interior design, architecture, performing arts, and the launch of global fitness startups, Kelly exemplifies the power of creative collaboration.
Kelly expressed his excitement for the new role, saying: “I’ve always admired how brands not only reflect the culture around them but also have the ability to shape and inspire it. My unconventional career path has exposed me to multiple industries, giving me a unique perspective. Having participated in programs like D&AD Shift, New Blood Academy, and AWARD School, I feel incredibly fortunate to be part of ABEL, where I’m continually inspired and challenged. I’m thrilled to take on this role, which was practically handcrafted for me, and I see huge opportunities for brands to connect more meaningfully with their communities.”
Kelly’s lived experience in art and culture, coupled with his self-taught creative talent, made him the perfect fit to lead ABEL’s partnership with Red Bull NZ. Together with the Red Bull NZ marketing team, Kelly has demonstrated the effectiveness of direct client-creative collaboration, bypassing traditional layers of communication for a more seamless and culturally relevant creative process.
As one of the original independent agencies transforming the industry in Australia and New Zealand, ABEL continues to thrive by embracing open collaboration, culture, and creativity—core elements that inspire groundbreaking work and elevate brands to new heights.
