Michelle Lomas has joined independent creative agency Emotive and will head the company’s newly created partnerships division.

Emotive’s partnerships will include unexpected media tie-ins, brand collaborations and sponsorships, and will align with the agency’s strategy, creative and earned teams.

She will also work closely with the leads of Emotive’s other specialisms, spanning social, talent, public relations and brand experience.

Lomas brings more than two decades of experience to the agency. She has held leadership roles including head of brand partnerships at Ensemble Australia and MediaCom, VP, head of content and social at Hearst’s iCrossing New York, and most recently, chief strategy officer at audio creative studio Ampel.

“I’ve always believed in the power of partnerships to connect brands with people through an audience-first lens. With the right approach, partnerships don’t just support the work, they help it travel further and hit harder,” Lomas said.

Emotive expands operations

Lomas will report to Sebastian Revell, the agency’s executive strategy partner, formerly head of strategy at TBWA Sydney and TBWA Media Arts Lab ANZ.

Emotive’s founder and CEO Simon Joyce said the launch of the partnerships division was a long time coming. “As traditional media channels face increasing pressure, unique and unexpected partnerships are becoming critical to maximising the impact of an idea,” he said. “By integrating this offering from the very start and backing it with our full creative firepower, we’re solving a problem we see all too often: great ideas falling short in partnership execution.”

Jessica Cluff, formerly with POEM and One Green Bean, has also recently joined Emotive in the newly created role of head of earned creative.

Emotive recently rolled out Racing South Australia’s first-ever national marketing campaign. The multi-channel campaign launched at the end of March across TV, print, radio, OOH and social.

Photograph: Supplied 

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