Zanne Wong, an award-winning marketer with a decade of experience at major players like Riot Games and Red Bull, has been appointed as the Managing Director of Fellowkids, a boutique creative and marketing agency.
The announcement was made by Wong via a LinkedIn post, in which she stated she was returning from maternity leave to take on the role. Wong confirmed she will continue working with several long-standing clients in her new capacity, naming Riot Games, Red Bull, Epic Games, and the International Olympic Committee (IOC).
According to her professional profile, Wong’s focus at Fellowkids will be on “building the kind of brands that fans don’t just follow—they champion.” The agency describes its mission as being “dedicated to building brands that fans actually love,” explicitly distancing itself from chasing “vanity metrics” in favour of cultivating “genuine fandom” and “authentic connection.”
Wong brings a significant track record in esports and entertainment to the position. Her career includes a nearly three-year tenure at Riot Games, where she most recently served as Head of Esports Marketing/Publishing for EMEA. During her time there, she led marketing for products including the LEC and the VALORANT Champions Tour EMEA, managing award-winning teams. The LEC won ‘Content Team of the Year’ at the 2020 Esports Industry Awards under her purview.
Prior to Riot, Wong spent over two years at Red Bull Media House in Salzburg, holding the positions of Global Commissioning Editor for Esports and Global Channel Manager for Esports.
More recently, during a four-year period as a freelance Creative and Strategy Consultant, her collaborators included G2 Esports and Team Vitality. Notable projects from this time include leading the rebrand of the Vietnam Championship Series (VCS) and creating the brand strategy and direction for G2 Esports.
