Content marketing agency Emotive hires Nova partnerships boss Andy Sinn

SimmAPN News and Media’s new content marketing arm Emotive has hired former Nova Entertainment partnerships exec Andy Sinn as commercial director, Mumbrella can reveal.

He will be responsible for driving commercial strategy and building revenue across its products including social video creation and amplification.

Emotive, backed by APN and led by former Brand New Media managing director and MCM chief executive Simon Joyce, launched in February with a promise to help marketers “inject emotion into content creation”.

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. Emotive said the videos were streamed four million times in the first five days.

Sinn, Nova Entertainment’s music, commercial and partnerships manager, was described as bringing a “wealth of experience in creating entertainment content campaigns for brands”.

“Brands are increasingly becoming publishers and Emotive has a unique formula to help them on this path by creating remarkable content and then ensuring it finds the right audience,” Sinn said of his appointment.

Joyce added: “Andy personifies the Emotive employee, with skills in branded content creation alongside proven commercial acumen. We are delighted to have someone of his calibre and experience leading our commercial offering.”

Along with the Optus project, Emotive has also been appointed the content marketing agency for ARN’s iHeartRadio and Four Seasons Condoms.

Steve Jones


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