Creative agency, Emotive, has recruited Matt Holmes as Head of PR and Earned Creative. Holmes, who brings with him two decades of experience in the PR industry across the UK and Australia, will be based out of Emotive's Coogee HQ, with his appointment effective from March 4.

Holmes (pictured right) is a former co-founder and Executive Creative Director of independent PR agency Poem, where he spent eight years working with high-profile clients such as Sony Playstation, Nestle, Tourism Australia, Amazon, and Apple's Beats By Dre. His role at Emotive will see PR integrated into the agency's 'fame' offering, delivered internally alongside the agency's existing social, talent, partnerships, and brand experience specialisms.

Simon Joyce, CEO & Founder of Emotive, expressed his excitement about Holmes' appointment. "The truth is, good advertising doesn't always look like advertising any more. Our purpose is to create ideas that change the way people feel, and with the majority of brands met with indifference, and people actively dodging ordinary advertising, that increasingly means ideas not ads and fame as essential not just desirable. Enter Matt.

"He's a proven creative PR leader and working closely with Rhian Mason, Head of Social, Talent & Partnerships and Darren Wright, Group Creative Director, will seamlessly weave PR into the fabric of our creative and production processes. With the growth we're experiencing and an ambition to create the kind of work no-one has done before, this is such an exciting move for Emotive. We can't wait for him to get started."

Holmes himself is enthusiastic about the move. "I have always believed in putting PR at the beginning of the creative process with the ambition to earn fame for brands and maximise marketing spend ROI via a genuinely integrated approach. Briefs like this are still frustratingly rare, with PR often seen as a bolt-on in silo. So, my next move was never going to be another PR agency. With the strength of Emotive's idea first creative offering alongside their expertise in areas proven to garner earned media, this is the perfect fit to help brands create multi-channel fame and real impact. It's the future of brand PR in my opinion."

Holmes also highlighted the importance of Emotive's culture and transparency with clients.

"The culture that Emotive is renowned for and transparency with clients was also key and is aligned with how I like to operate. I am so proud and excited to be joining the leadership team and working alongside and learning from world-class talent Rhian, Darren, Hoggy and Simon to create even more momentum and help them creatively and commercially reach the next level."