Clemenger BBDO recruits Rhian Mason to launch new offering: ‘She’s the best at it’

Clemenger BBDO has announced a new offering to be led by its newest recruit and former Emotive head, Rhian Mason.

On Tuesday, the company unveiled its Social, PR and Influence practice Chemistry Set, designed to “help brands lead and design culture”.

Mason, who left Emotive last month after three years with the agency, will work as the head of cultural design for the new project.

“Clemenger has made its mark by reframing Australian culture for decades. With Chemistry Set we are giving our clients ways to be more experimental with that process, to not just follow culture but to lead it, to add great ideas to it and see what happens,” Clemenger BBDO chief strategy and experience officer, Simon Wassef, said.

“And that’s why Rhian is here. She’s the best at it.”

Mason added: “Clemenger is well-known for its ability to create work that taps into the power of culture. But in today’s world, where people’s attention is scarce and audiences are more fragmented than ever, it’s essential to cut through the noise and pay attention to the signals, trends, and behaviours that shape culture.

“That’s why I’m thrilled to work alongside Simon to lead Cultural Design. I’m looking forward to putting my specialist experience into practice and delivering work to help our clients stay relevant now and in the future.”

During her time at Emotive, Mason worked on clients including Google, Optus, Channel Seven, Breville, Unilever, NRL, Pernod Ricard, and more. She was involved in the agency’s most recent work for Google, utilising influencers on TikTok to promote the search engine’s app.


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