Michelle Lomas.
Michelle Lomas has been appointed to a newly created head of partnerships role at creative agency Emotive.
Lomas will lead the agency's specialist partnerships division.
Lomas has held roles including head of brand partnerships at Ensemble Australia, VP, head of content & social at Hearst’s iCrossing New York, and chief strategy officer at Ampel.
Michelle Lomas said that she’s always believed in the power of partnerships to connect brands with people through an audience-first lens.
“Emotive’s purpose, to create ideas that change how people feel, is something I’ve long admired," Lomas said.
"With the right approach, partnerships don’t just support the work, they help it travel further and hit harder."
Emotive’s partnerships offering works with the strategy, creative and earned teams to maximise the emotional impact of every idea, whilst protecting its integrity.
Emotive CEO Simon Joyce said that the launch of partnerships offering is a big moment and 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,” Joyce 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.”
“We believe this will be a genuine game changer for how our clients’ ideas show up.”
Lomas will work closely with the leads of Emotive’s other specialists, spanning social, talent, PR, and brand experience.
Lomas will report to Sebastian Revell, Emotive’s executive strategy partner who joined the agency after nearly 6 years at TBWA and TBWA\Media Arts Lab.
Revell said that he is over the moon to have Lomas on board.
“She’s the kind of operator who’ll help supercharge our next phase of growth built around Fame Thinking, which combines our core capabilities of strategy, creative, design and earned with our specialisms of social, talent, PR, partnerships, and brand experience to unlock the emotional impact of every idea,” Revell said.
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