Kyle is the Strategy Director of BBH Singapore, where he works on a roster of great brands, including; Heineken, Nike, and Riot Games. The podcast discusses his background, including his time at BBDO in Germany and his award-winning work for the WWF (World Wildlife Fund). We also talk about the importance of how work gets developed that's culturally resonant and is likely to capture attention and go into some detail on the sneaker idea BBH created for Heineken. In many ways, Kyle represents a breed of strategists at creative agencies where their understanding of culture and, importantly, how word gets out in culture plays an integral role in helping to develop great work.