Matt Holmes, former co-founder and ECD of Poem, has joined Emotive in the new position of head of PR and earned creative.
The role will be integrated into Emotive’s fame offering.
“The truth is, good advertising doesn’t always look like advertising any more," says says Simon Joyce, CEO & founder, Emotive.
"Our purpose is to create ideas that change the way people feel, and with the majority of brands met with indifference, and people actively dodging ordinary advertising, that increasingly means ideas not ads and fame as essential not just desirable."
Holmes says he has always believed in putting PR at the beginning of the creative process with the ambition to earn fame for brands and maximise marketing spend ROI via a genuinely integrated approach.
"Briefs like this are still frustratingly rare, with PR often seen as a bolt-on in silo," says Holmes.
"So, my next move was never going to be another PR agency.
"With the strength of Emotive’s idea first creative offering alongside their expertise in areas proven to garner earned media, this is the perfect fit to help brands create multi-channel fame and real impact. It’s the future of brand PR in my opinion.”
Holmes is based out of Emotive’s Coogee HQ and the appointment is effective March 4.
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