Yash Keough is an Account Director at creative agency Sid Lee, where he leads the firm’s gaming vertical and spearheads breakthrough marketing campaigns for some of the industry’s biggest AAA and AA game releases. Most recently, he helped launch 2025’s hit titles Battlefield 6 and Split Fiction. Beyond gaming, he has partnered with leading CPG, retail, and entertainment brands on brand-defining campaigns. A lifelong gamer with deep knowledge of player culture, Yash focuses on shaping strategies and creative ideas that connect with players to drive real commercial impact.