Clemenger BBDO has launched a new Social, PR & Influence practice named 'Chemistry Set', positioned to assist brands in leading and designing culture, rather than following it.

The agency has appointed former Emotive Head of Social, Talent, & Partnerships, Rhian Mason, to lead the new division as Head of Cultural Design. Mason, who finished up at Emotive in May, will be responsible for building and leading the agency’s content, social, PR, partnership, influence and platform innovation capabilities.

"Clemenger is well-known for its ability to create work that taps into the power of culture. But in today's world, where people's attention is scarce and audiences are more fragmented than ever, it's essential to cut through the noise and pay attention to the signals, trends, and behaviours that shape culture. That's why I'm thrilled to work alongside Simon to lead Cultural Design. I'm looking forward to putting my specialist experience into practice and delivering work to help our clients stay relevant now and in the future," said Mason.

Mason has previously held positions as Head of Social and Content at Mango/DDB and at Mediabrands in Australia and the UK. In the new role she work closely with Chief Strategy & Experience Officer, Simon Wassef, to help brands engage with audiences in the places they want to engage.

"Clemenger has made its mark by reframing Australian culture for decades. With Chemistry Set we are giving our clients ways to be more experimental with that process, to not just follow culture but to lead it, to add great ideas to it and see what happens. And that’s why Rhian is here. She’s the best at it," said Wassef.

The launch of Chemistry Set is part of Clemenger BBDO's strategic evolution to focus on how brand platforms and ideas come to life in culture with measurable impact.

CEO of Clemenger BBDO, Dani Bassil, said: "We continue to gather world class talent that is not only exceptional but that are super cool humans. Rhi is next level on so many fronts. Hugely talented, full of energy and kind. She is perfect for us, and I have no doubt the impact on the work, our culture and our clients will be massive," she said.

The launch follows the recent appointment of Adrián Flores as Clemenger BBDO Chief Creative Officer.