THE ICONIC has appointed independent creative company Emotive as its creative agency, following a competitive pitch.

Emotive build on the success of Got You Looking as the business enters its next phase of accelerated growth, leading overarching creative direction, with a focus on sharpening the cultural role of the platform and connecting it more closely to audience behaviour, customer connection and commercial growth.

Joanna Robinson, chief marketing officer at THE ICONIC, stated, “Got You Looking has been an important platform for THE ICONIC, helping rebuild energy, distinctiveness and momentum around the brand. As we move into our next phase of growth, the opportunity is to make that platform work even harder. Emotive stood out because they understood both sides of that challenge: how to create work that earns attention, and how to connect that attention to commercial outcomes. Their thinking was clear, commercially grounded and highly relevant to where THE ICONIC is heading next.”

Gavin McLeod, chief creative officer at Emotive, added,“Got You Looking already has real energy and stretch. Our role isn’t to reinvent it, but to unlock more of its potential. We saw an opportunity for it to become more than a marketing platform, something that influences every part of THE ICONIC experience. What was most exciting was how enthusiastically that thinking was embraced in the pitch, and we’re looking forward to bringing it to life together.”

Jessica Cluff, head of earned creative at Emotive, commented,“What excites us and the team at THE ICONIC is the role earned thinking can play in the creative. A key part of our response was finding ways to give the brand and ‘Got You Looking’ platform cultural relevance. Because it’s one thing to get people looking, but we want to get them scrolling, searching, buying and returning. We do that by leaning into culture – helping the brand show up in people’s worlds in a really relevant and authentic way.”

Sebastian Revell, chief strategy officer of Emotive, added, “We’re incredibly proud to be partnering with Joanna and the team at THE ICONIC. Got You Looking has already done a brilliant job of getting Australia to look again. The opportunity now is to help turn more of that attention into action. For us, this is exactly the kind of partnership we’re built for. An ambitious client, a brilliant brand and a shared belief that if you can change how people feel, you are more likely to move them to act. That idea sits at the centre of Emotive, so the chance to help THE ICONIC connect emotionally and deliver commercially is a genuine privilege.”

The win adds to Emotive’s recent momentum, following new appointments by Google Pixel, AMP North and Nespresso.