20th August, London: Fuse, the global sport and entertainment marketing agency, today announced the expansion of its strategy team, marking a pivotal moment in the agency’s continued growth. Strategy has always been a cornerstone of Fuse’s approach, and this team builds on that legacy to further elevate the agency’s strategic capabilities. Tasked with driving Fuse’s new guiding proposition, Culturally Connected, Seriously Effective, they will play a key role in deepening Fuse’s ability to help engage brands with culture and audience passion points, as well as delivering meaningful impact for their clients.
The team will be headed up by Tom Wild, joining Fuse as its new Head of Strategy. Wild will oversee the team and work closely with other areas of the business to bring its holistic vision of strategy to life. Wild has fourteen years’ experience in the sponsorship and media world, previously leading strategy for Publicis Sport & Entertainment across clients such as TikTok, JPMorgan Chase, ABInBev and Samsung UK, where he held the role of Strategy Director. He also worked as Strategy Business Director at Mindshare Worldwide on Booking.com across all of their global brand marketing initiatives, including their ongoing UEFA partnership and various entertainment partnerships.
Reporting to Naomi Hall, Managing Partner at Fuse, Wild’s expertise in leading strategy teams will help inform how the team operates, focused on how Fuse delivers impactful work for existing clients and driving strategy towards new business wins for the entire agency. From shaping how brands show up in sport and entertainment to guiding how the partnerships are built, the team will sit at the heart of Fuse’s thinking and help ensure work is driven by insight, grounded in culture and delivers results. The work will be delivered for Fuse’s clients both in the UK and across the global markets.
Alongside Wild, Fuse has also appointed two new Strategy Directors, Neil Sura and Will Mason. Sura was previously the Group Strategy Director, APAC at Octagon, helping clients connect with their audiences’ passions across sport, music and culture, including Standard Chartered’s award-winning campaign with Liverpool FC. His appointment brings an international lens to the team, with his experience driving wins for both UK and global clients alike. Mason joins from Wasserman, where he held the position of Senior Director, Strategy and has expertise guiding big brands, such as Unilever, to grow presence with strategic partnerships across sports. The team reflects the agency’s commitment to embedding insight-driven thinking across its work and delivering culturally relevant activations that drive measurable results for clients.
Tom Wild shared, “Today’s consumers expect more than messages – they expect brands to add real value in their lives. Sport and entertainment offer powerful platforms for culture-shaping work that connects people and brands in meaningful ways. With the right strategy in place, brands can define their role with clarity, activate partnerships authentically, and drive greater resonance and measurable impact. I’m excited to lead Fuse’s strategy team, working in close collaboration with our clients to shape effective partnership strategies that deliver standout work and leave a lasting impression.”
Louise Johnson, Global CEO of Fuse, stated, “Fuse has always been defined by its ability to combine strategic intelligence with cultural relevance – and this team marks the next evolution of that approach. With our global proposition embedded across the agency, the addition of Tom, Neil and Will brings a new level of leadership, expertise and progressive thinking to our business. We’re excited about the future and confident this development positions Fuse for continued growth and success.”
