Emotive has nabbed Thrive PR’s national director of integration, Ashleigh Bruton, for the newly minted-role of head of fame.
“The job description for this role was so broad it was a recruiter’s nightmare, but we ended up landing a dream candidate in Ashleigh,” said Emotive CSO and managing partner, Michael Hogg.
Her appointment follows Matt Holmes‘ June exit from the creative agency after starting as head of PR and earned creative in March.
Holmes was originally set to boost Emotive’s fame offering, launched in February. However Simon Joyce, Emotive’s founder and CEO, explained that he needed to make a quick but difficult decision because the agency needed strategic leadership, versus PR leadership.
Speaking with Mediaweek following Homes’ departure, Joyce explained the fame offering was designed to unite five specialisms: social, talent, partnerships, brand experience, and PR. The goal is to position fame as “an essential, not just desirable part of the creative process.”
In May, Rhian Mason left the agency after three years as head of social, talent, and partnerships.
Bruton’s career has spanned Australia, New Zealand, Asia-Pacific and North America in roles within digital, creative, PR and media businesses. Before joining Thrive PR, she was head of content and social at Publicis Groupe-owned creative intelligence agency, Digitas.
Bruton has worked with brands including Tourism Australia, Lexus, Stellantis, GSK, Woolworths, EA Games, Norwegian Cruise Lines, Johnson & Johnson, Proximo Spirits, and Casio. Beyond the work, Bruton is also a regular awards juror, industry speaker, and mentor.
“I’ve always believed that the best work is found at the intersection of creativity and culture, which is why I couldn’t be more thrilled to join the team at Emotive, a company that embodies this ethos every day,” Bruton said.
“From the moment I met the team here, it was clear we share the ambition to create work that transforms how people feel and I can’t wait to dive into their impressive roster of clients to see what we can create together.”
Hogg added: “She shares our belief in ideas not ads and fame as essential not just desirable for overcoming audience apathy. Ashleigh also cares as much about execution as she does about strategy and has a skill set to deliver both equally well. It’s kind of intimidating in the best possible way.”
The agency has recently released a string of work, including the marketing campaign for Optus’ seven-day network trial offer, No Catch, fronted by Delta Goodrem and Jason Donovan.
Emotive also enlisted Goodrem for an activation with Revlon to mark International Lipstick Day, supporting the national cancer-support program charity Look Good, Feel Better.
See also: Optus launches ‘No Catch’ campaign with Emotive, fronted by Delta Goodrem and Jason Donovan
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Top image: Ashleigh Bruton