Emotive promotes John Principe to creative strategist and Hayley-Ritz Pelling to EP role

Content marketing specialist agency Emotive has bolstered its strategy and video production pillars with the promotion of John Principe (JP) as creative strategist and Hayley-Ritz Pelling as executive producer.

In the newly created role of creative strategist, Principe will work with chief strategy officer Lucielle Vardy, strengthening the company’s strategic offering, honing in on audience insight and its creative application in the ever-changing social landscape. Principe joined Emotive in 2016 and has been pivotal in building successful social video content programs for some of the country’s most esteemed brands.

Understanding why, what, how and when audiences consume content is key to delivering content audiences choose to consume.

Says Principe: “A fluid relationship between the strategy and creative process is essential when producing content. The more unified the thinking, the better the result for brands and their communities.”

Strong social video content campaigns are heavily reliant on specialist knowledge in production.

Pelling’s promotion to executive producer is a reflection of Emotive’s growing production credentials.

Says Pelling: “Over the last couple of years Emotive has highlighted the benefit of a production unit that works in synchronicity with content planning, creative and amplification. To have the opportunity to develop and lead this unit, and help clients successfully navigate the evolving landscape of video platforms and formats is really exciting”. 

Hayley joined the Emotive team as senior producer back in 2015 and has been instrumental in delivering work for the likes of Optus, Xero and Berlei.

Says Simon Joyce, CEO, Emotive: “We are passionate about setting the agenda in video content marketing for our clients and both these appointments are representative of that.”