Kydd – who joins from Virgin Media, where he was managing director of brand and marketing – will consult on media and telecoms across the consultancy’s client base and within the consultancy itself.
Start Creative chief executive Mike Curtis says that Kydd will help to ensure the consultancy’s offer is ‘truly relevant to clients’, and assist with its expansion across the Middle East and China.
‘It’s partly an advice role, and partly getting my hands dirty,’ says Kydd, who explains that the Middle East and China have ‘underdeveloped communications, so it’s a proposition I can help with’.
He adds, ‘WPP has gone out there [the Middle East] and transplanted Western operations – but it requires more thought. Start has exported Western working methods but built local expertise.’
Kydd will also be working in the UK on new business wins, and says he will work on Start Creative projects with Virgin if they are new propositions. ‘I could work on Virgin Unite in the future,’ Kydd adds.