Emotive nabs TBWA strategy head as Michael Hogg departs
TBWA’s head of strategy Sebastian Revell is set to join indie agency Emotive next month, as the managing partner and chief strategy officer, Michael Hogg, is departing after five years.
Revell joins Emotive as its new executive strategy partner, where he will work within the senior leadership team to drive the agency’s creative vision, including specific tasks like evolving its data, research, and effectiveness capabilities.
He replaces Michael Hogg, who is departing Emotive after five years as he has secured a new role, to be announced in due course.
Hogg
“He’s landed a great new role, but for now, this is a moment to pay homage to five years at Emotive that have helped elevate the business in so many ways,” Simon Joyce, founder and CEO of the agency, wrote on LinkedIn.
“Hoggy, a massive thank you for being such a pivotal part of Emotive. On behalf of the whole team, it’s been a privilege to work alongside you.
“Looking ahead, Hoggy leaves the business with huge momentum. After doing this CEO thing for a while, I know change is key. It creates opportunities and refuels the contagious ambition that drives Emotive,” Joyce added.
Revell brings 15 years of experience to the strategic lead role in both media and creative agencies across Australia and the UK, including at Publicis London, Saatchi & Saatchi Australia, Naked Communications, and most recently, TBWA\Sydney and TBWA\Media Arts Lab, as well as short stints client side.
Revell
He has been with TBWA since 2019, where he led strategy for clients including Tourism New Zealand, mycar Tyre & Auto, AWS, and via the bespoke agency, Apple.
“Exploring and maximising an idea so that none of it is left on the table, is where we’re consistently seeing the biggest creative impact being made. This is fuelled by both collaborative relationships and a deep understanding of culture and channels,” Revell said.
“I’ve always admired Emotive’s independent spirit and creativity from afar, so learning that they share the same perspective, made this an opportunity to jump at,” he added of his appointment.
“I’m looking forward to collaborating with the talent at Coogee HQ to supercharge the power of distinctive and connected ideas.”
Joyce said Revell’s appointment marks an “exciting influx” of talent for the agency.
“We’re coming off our best creative year yet in 2024, and are excited to keep that momentum rolling. Bringing in a gun strategic leader in Seb whose expertise spans brand, creative, connections, earned and social/digital, evolves our strategy offering to meet an ever-changing comms landscape,” he explained.
“Just as importantly, I can’t wait to see the impact Seb will have on our creative culture as we continue building Emotive into the best place to work, to do the best work of your life.”
Revell will start with Emotive on March 24, while Emotive will also announce a head of earned creative and head of partnerships, to bolster its ‘fame’ offering, in due course.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
Linkedin
I love how Hoggy is managing this. It’s wonderful build up to his new role. I’m not expecting anything less than Strategic Advisor to Trump.
User ID not verified.
Good on ‘ya Hoggy. Good luck in your new gig mate. Always enjoy working with you, and Emotive as a whole.
User ID not verified.
Have your say