Emotive.
Emotive is going fully independent with ARN Media selling its holding back to the creative agency founders.
The then APN News & Media took a stake in Emotive about a decade ago.
Emotive CEO and founder Simon Joyce told AdNews that the agency is focusing on a longer-term view.
“If you look at where we're doubling down on investment in the business, being able to have total autonomy in decision making with a view to a longer term is most important,” Joyce said.
“But everything we laid out two weeks ago in that is the plan from the AI specialist unit rapid all the new brand identity, to how we're changing what we booked in with our fame thinking, to the recruitments we've made with having earned media at the core under Jess, all those points.
“And this is the final exclamation mark.”
Emotive recently celebrated its 10 years through a new brand identity.
It also follows the hiring of Jessica Cluff, head of earned, Michelle Lomas, head of partnerships and Sarah Scott Paul as director of people and culture.
Emotive recently created a specialist AI unit and a new measurement system to understand audience emotional shifts.
“It feels really good. Obviously, we have gone through a lot of changes. I've got this belief you can never stop founding the business, even after 10 years,” Joyce said.
“Especially in this market, you've got to keep evolving. And there’s nothing holding us back to be the best.
“We know we're a good agency, but the ambition is to be a great one.
“So, this feels like another part of that. We’ve got a whole stack of new clients to announce very soon, and some big work coming to life in more non-traditional shapes, which is a real signal of where the market's going.”
Emotive recently added fresh produce company Perfection Fresh to its client roster.
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