Clemenger BBDO has launched a social, PR, and influence practice, Chemistry Set, and appointed Rhian Mason to lead the division as head of cultural design.
Chemistry Set has been developed to help brands lead and design culture, the agency said, and Mason will build and lead its capabilities. Mason joins Clemenger BBDO from creative agency Emotive, where she spent three years as head of social, talent, and partnerships.
Clemenger BBDO CEO Dani Bassil described Chemistry Set and Mason’s appointment as more key pillars in the agency’s deliberately-designed evolution.
“We continue to gather world class talent that is not only exceptional but that are super cool humans,” Bassil said.
“Rhi is next level on so many fronts. Hugely talented, full of energy and kind. She is perfect for us, and I have no doubt the impact on the work, our culture and our clients will be massive.”
In the new role, Mason will collaborate with chief strategy and experience officer Simon Wassef to help brands participate in, and experiment with, culture.
Wassef said the launch of Chemistry Set with Mason at the helm gives Clems a sharper, more integrated, and deliberate focus on how brand platforms and ideas come to life in culture.
“Clemenger has made its mark by reframing Australian culture for decades,” he said.
“With Chemistry Set we are giving our clients ways to be more experimental with that process, to not just follow culture but to lead it, to add great ideas to it and see what happens. And that’s why Rhian is here. She’s the best at it.”
Mason’s previous roles also include head of social and content at DDB Group’s Mango, and at Mediabrands, both in Australia, where she established branded content offerings. In the UK, she spent two years as a content strategy director.
“Clemenger is well-known for its ability to create work that taps into the power of culture,” Mason said.
“But in today’s world, where people’s attention is scarce and audiences are more fragmented than ever, it’s essential to cut through the noise and pay attention to the signals, trends, and behaviours that shape culture.
“That’s why I’m thrilled to work alongside Simon to lead Cultural Design. I’m looking forward to putting my specialist experience into practice and delivering work to help our clients stay relevant now and in the future.”
Mason’s hire comes hot on the heels of global creative leader Adrián Flores‘ appointment as Clemenger BBDO’s new chief creative officer. He began in the role on 20 May.
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Top image: Simon Wassef, Rhian Mason, Dani Bassil, and Adrián Flores