Matt Holmes has wrapped up a brief stint at Emotive as a result of a significant restructure within the Coogee-based creative agency's 'Fame' unit.

Holmes's exit comes just four months after he was appointed to head up PR and earned creative for the newly launched Fame unit in February. He joined the agency shortly after departing Poem, the PR agency he co-founded with Rob Low in 2015.

Emotive founder and CEO, Simon Joyce, said that while Holmes was "an integral part of this launch", the impact of the new offering on the agency's strategic and creative outputs has lead to a rethinking of structure, and the need for "greater leadership in the strategy unit, as opposed to senior PR skills".

"For that reason, we parted company, and as difficult as it was as Matt is a terrific operator, we had to make a quick call which is essential for a tight knit business like Emotive," said Joyce.

The Fame unit has been restructure with one lead across all five specialisms that it covers (social, talent, partnerships, PR and brand experience), titled Head of Fame. That role is currently being carried out by Irnin Khan, who has joined the agency in an acting capacity.