This collaboration is proof that with the right storytelling (and in this instance, a bit of culinary courage to equal parts brand...
Mason will collaborate with chief strategy and experience officer Simon Wassef to help brands participate in, and experiment with, culture.
Simon Joyce told Mediaweek: "We needed greater senior leadership in the strategy unit, as opposed to senior PR skills."
Simon Joyce: "She has left an indelible mark on the team."
To date, Emotive said the campaign has reached 13.3m users on TikTok and generated $1.5m in earned media value.
