Content marketing agency Emotive expands to Melbourne hiring Mamamia’s Laura Fitzpatrick





Former Mamamia national head of strategy Laura Fitzpatrick has joined content marketing business Emotive as content strategist, joining alongside Nova Entertainment’s Shane McMillan, as the company rolls out in Melbourne.

Last week Mumbrella revealed that Fitzpatrick had left the Mamamia Women’s Network after seven months as their national strategy director. Previously she was the national response director (integration) for Southern Cross Austereo, a role she held for over a year-and-a-half.

She joined SCA in January 2009 as new business development manager before taking on the group sales manager role in November 2010.

Fitzpatrick will be responsible working with the content marketing agency’s key clients to develop video content strategy.

“Emotive only launched 5 months ago and already they have an enviable reputation. I am delighted to join such a fast paced, creative and forward-thinking content business”, she said in a statement.

McMillan joins Emotive from Nova Entertainment after nearly four years where she was the national campaign implementation manager. Previously she was with Nine for a year as an integration executive.

She will be responsible for managing content partnerships and executing national content campaigns for brands.

Commenting on her new role McMillan said: ““I’m extremely excited to join the Emotive team and to be able to connect my passion for entertainment culture and great content with my experience in campaign execution and brand partnerships.”

The company, founded by Simon Joyce, and backed by APN News & Media (APN), launched in February, hiring Nova Entertainment partnerships executive Andy Sinn as commercial director in March.

One of its first projects was the creation of new Optus ads fronted by British comedian Ricky Gervais to promote the telco’s Netflix partnership.

Commenting on the new hires Emotive CEO Simon Joyce said: “We are super excited to welcome these two top performing executives to the Emotive team. Emotive has seen significant growth since launch and that has only been possible because of the calibre of staff that the business has attracted.

“I truly believe we have a market-leading team and our momentum is set to increase in the coming months with the launch of a number of high profile content campaigns.”


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