Emotive appoints new head of partnerships
Senior partnerships and content leader Michelle Lomas has joined Emotive as its new head of partnerships, marking the final piece in its ‘fame’ puzzle.
Lomas will lead the partnerships specialty under Emotive’s ‘fame’ offering.
The offering is described as integrating five areas — social, talent, partnerships, brand experience and PR — into every brief from the start. The agency hopes this will open doors to plenty of non-traditional briefs.
Michelle Lomas
Simon Joyce, founder and CEO of Emotive, said the launch of the partnerships arm is a “big moment” for the agency.
“As traditional media channels face increasing pressure, unique and unexpected partnerships are becoming critical to maximising the impact of an idea,” he said in a media release on Tuesday.
Lomas joins the agency with nearly 20 years of experience spanning strategy and creativity. She has held senior roles at Ensemble Australia, Mediacom, Hearst’s iCrossing New York, and UM Australia. Most recently, she was chief strategy officer at audio creative studio Ampel.
“I’ve always believed in the power of partnerships to connect brands with people through an audience-first lens,” Lomas said in the release.
Lomas will work closely with other senior leaders at the agency, including recently-appointed head of earned media, Jessica Cluff and executive strategy partner, Sebastian Revell.
She will report to Revell, who described her as “whip smart” and “wildly versatile”. He said he’s “over the moon” to have her on board.
She will also work alongside Sarah Rosedale (acting social and cultural strategist), Rebecca Gelao (head of brand experience), Hannah Devereux (head of PR), and Darren Wright (group creative director).
Lomas will be based at Emotive’s HQ in Coogee, Sydney.
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Lauren McNamara is the associate editor 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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topics
appointment
emotive
Fame
fame offering
Michelle Lomas
partnerships
Sebastian Revell
Simon Joyce
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