Rhian Mason departs Emotive after three years
Emotive’s head of social, talent & partnerships, Rhian Mason, is departing the agency after three years.
Mason joined the creative agency in early 2021 as head of content distribution, tasked with focusing on social and earned media. She moved over from DDB’s Mango Communications, where she spent close to two years. Prior to that, Mason worked at Mediabrands in Australia and the UK for over five years.
Rhian Mason
Mason told Mumbrella: “I’ve had a fantastic 3+ years at Emotive and watched the agency grow and evolve into a truly unique business that does things differently.
“I’ve had the pleasure of working with top-tier clients and smart, genuinely lovely colleagues daily. I’m particularly grateful to Simon for allowing me to create something special with the fame unit – I can’t wait to see Emotive’s continued success.”
During her time at the agency, 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.
Simon Joyce, founder and CEO of the agency, told Mumbrella: “Rhian is a superstar. When she started, Emotive was a creative agency with some unique specialisms in social. Fast forward to today and Emotive now delivers an integrated fame offering that unites five specialisms (social, talent, partnerships, brand experience and PR) and that has led to a greater audience focus and some differently shaped work.
“Rhi has certainly proven that sometimes the best advertising doesn’t look like advertising,” he continued. “And beyond the work she has had such an awesome impact on the team and our creative culture. We are really going to miss her.”
Mason’s next move will be announced in due course.
The agency recently launched work for Google, showcasing how the tech giant’s AI tool is helping to restore Tasmania’s giant kelp forests in Australia’s Great Southern Reef.
In another environmental move, the creative agency has recently unveiled a major campaign, collaborating with the team behind the award-winning Deep Rising documentary, to take action against deep sea mining and the dangers it poses to the world’s ecosystem.
Set to launch in June, the world-first campaign, which Emotive will lead strategy and creative for, is designed to give people across the world agency over the decisions currently being made about the future of the seabed by a select few.
Speaking exclusively to Mumbrella, the team said it wants to “tell the story of the deep ocean, because it can’t speak for itself”.
Earlier this year, Emotive doubled down on its ‘fame’ offering, hiring Poem co-founder Matt Holmes as its new head of earned creative and PR.
Speaking exclusively to Mumbrella on his appointment, Holmes described it as a “natural fit”.
“Emotive has been a PR agency partner over the years, I know how they work and I’ve always enjoyed working with them collaboratively. So it felt like a natural fit, something that wasn’t completely out of the blue,” he said at the time.
Last month, it also made a few promotions and appointments, in Aoife Lehane, Jenna Fisher, Ruki Ahad and Tyler Ronaldson.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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