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.
