Industry Profile: Emotive CEO and founder, Simon Joyce

By AdNews | 24 March 2017
Simon Joyce

Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

For our last profile we spoke with M&C Saatchi Sport & Entertainment MD Jamie Gilbert-Smith.

This time we head to Sydney to speak to Emotive CEO and founder Simon Joyce. 

Duration in current role/time at the company:

Since Emotive's launch two years ago.

In one sentence, how would you describe what the company does?

We are a specialist video content marketing agency hell bent on creating epic social video for brands that their audiences love.

In one sentence, what does your role involve?

I am lucky enough to lead an awesome and incredibly passionate team that wants to deliver brands new ways to get their audiences attention through video content.

Within the last six months/year, what stands out as the company’s major milestones?

The biggest milestone is the team that we have developed and the clients we now work with. We have grown from six staff to 26 staff inside 18 months, and the quality of work and subsequent impact it has had on our clients’ business, is something that I am super proud of.

The other key highlight is our product development – from our strategic planning and ideation process, to the agility of our production unit, to how we amplify the content, we have developed genuine IP that we believe gives brands the best chance of social video content success. One final thing …working out of a Beach House in Tamarama… sorry had to mention it.

Best thing about the industry you work in:

How passionate people are to do great work.

Previous industry related companies you have worked at:

I was CEO of MCM Entertainment where I oversaw a mix of companies across media publishing, digital development and software creation. Launched Vevo in Australia too. Plenty of good times and great learnings.

Career-wise, where do you see yourself in three years time?

Still working by the beach with Emotive delivering campaigns that set shareability benchmarks and smash client’s expectations.

What is the elephant in the room? The thing that no one is talking about – but they should be:

I don’t know how much conversation there is around this, but for me, when it comes to content marketing, creative and media need to be under the one roof to get the best result for clients and for the agency to be truly accountable. Naturally I would say that given our offering but based on the incredible nuances of each video platform, these two disciplines must happen in unison. It’s no longer about one size fits all. 

Tell us one thing people at work don’t know about you?

As a youngster I drove a Mazda RX7 with a huge subwoofer in the back. Embarrassing, I know.

Top networking tip:

People are interested in others and fascinated by themselves.

My favourite restaurant for a business lunch is:

North Bondi Fish.

My favourite advert is:

The Kenzo World social video. It redefines unexpected video content. Astonishing production. A massive success for the brand.

My must-have gadget is:

iPhone. I share it with my two year old.

My favourite media is:

All things video, on any screen.

My favourite TV show is:


The last book I read:

Zenful Business by Debbie Pask.

My mantra / philosophy is:

Have fun.

I got into marketing because:

The cash. I needed to pay off my university fees. Then realised I love the space and it gave me the opportunity to combine a business strategy and creative skill set.

If I wasn't doing this for a living, I'd be:

A gardener. I spent nine months on gardening leave. It was awesome and inspired me in an area I never thought I would care about – the perfect lawn and hedge.

In five years' time I'll be:

At the beach or working by the beach.

Define your job in one word:


What's your poison:

Espresso martini.

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