Independent creative agency Emotive has appointed Gavin McLeod its first chief creative officer.
He joins Emotive’s leadership team alongside founder and CEO Simon Joyce and executive strategy partner, Sebastian Revell, and will work in partnership with head of earned creative, Jessica Cluff.
"This year we turned 10. It is a big milestone but for us it has never been about looking back,” said Emotive founder and CEO Simon Joyce.
“Gav’s appointment is about building momentum for the next decade. His arrival turns our purpose - creating ideas that change how people feel, up even louder and signals the next step in Emotive’s evolution.
“Gav brings a unique skill set for our clients: a true digital native with a passion for AI and a proven ability to get the best out of creative teams.
“In just six weeks he has already made an impact with two pitch wins, and I know he will play a huge role in shaping both our work and our culture."
McLeod joins after spending four years as national chief creative officer at CHEP Network, now Clemenger BBDO.
His experience also spans working as executive creative officer at Ogilvy, executive creative director at AKQA, executive creative director at R/GA and creative director at TBWA.
"What struck me straight away is that Emotive’s independence isn’t just structural, it’s a mindset,” said McLeod.
“The team has a fierce determination to do things differently and to do them properly.
“After years in holding company land, the chance to create big ideas with the speed and freedom of a nimble, fame thinking agency was irresistible.
“What excites me most is the calibre of people here. Creativity runs through their veins and it’s not something they switch on for the office. From writing screenplays to producing award-winning documentaries, their side projects and passions feed directly into the work.
“That breadth of experience is a huge advantage for clients because it drives the kind of ideas that truly change how people feel. Add an office by the beach and you’ve got the perfect environment for great creativity."
This appointment follows Emotive’s recent wins including Perfection Fresh, to a roster of more than 20 cross-category brands.
Recent senior hires include Jess and Sebastian as well as director of people and culture, Sarah Scott Paul and head of partnerships and talent, Michelle Lomas.
"Gav hasn’t settled in - he’s taken off. In a matter of weeks, we’re two from two on pitch wins together and it feels like we’ve hit a creative flow and earned each other’s trust, fast,” said head of earned creative Jessica Cluff.
“And trust is key when you’re pitched the idea of a fully clothed photo shoot in the surf at Coogee.”
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