Fuse lights up strategy offering with three-strong team

Global sport and entertainment marketing agency Fuse has expanded its strategy team, marking the next milestone in the agency’s continued growth, adding a “new level of leadership, expertise and progressive thinking” to the business.

Tasked with driving Fuse’s new guiding proposition, Culturally Connected, Seriously Effective, the new team will aim to 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, to work closely with other areas of the business to bring its holistic vision of strategy to life.

Wild has 14 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 its global brand marketing initiatives, including the ongoing UEFA partnership and numerous entertainment partnerships.

Reporting to Fuse managing partner Naomi Hall, Wild’s experience in leading strategy teams will help inform how the team operates, focused on how Fuse delivers 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 aim to 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 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, meanwhile, joins from Wasserman, where he held the position of senior director of strategy and has experience in guiding big brands, such as Unilever, to grow presence with strategic partnerships across sports.

The agency maintains the team reflects its commitment to embedding insight-driven thinking across its work and delivering culturally relevant activations that drive measurable results for clients.

Fuse global chief executive Louise Johnson said: “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.”