Emotive has appointed Gavin McLeod as its first ever chief creative officer, a major creative hire as the agency continues to expand its ambition and output.

For McLeod, the move represents a personal shift from the traditional holding company world into the faster, freer world of independents. He joins Emotive’s leadership team alongside founder and CEO, Simon Joyce, and executive strategy partner, Sebastian Revell; and will work in partnership with head of earned creative, Jessica Cluff.

McLeod left CHEP, where he as national CCO, after BBDO folded it into Clemenger earlier this year. He had been at CHEP for four years. Prior roles include ECD at Ogilvy and AKQA for two years each and ECD at R/GA for four years.

Simon Joyce commented, “This year we turned 10. It is a big milestone but for us it has never been about looking back. Gav’s appointment is about building momentum for the next decade. His arrival turns our purpose – creating ideas that change how people feel –  up even louder and signals the next step in Emotive’s evolution. Gav brings a unique skill set for our clients: a true digital native with a passion for AI and a proven ability to get the best out of creative teams. In just six weeks he has already made an impact with two pitch wins, and I know he will play a huge role in shaping both our work and our culture.”

Gavin McLeod added, “What struck me straight away is that Emotive’s independence isn’t just structural, it’s a mindset. The team has a fierce determination to do things differently and to do them properly. 

“After years in holding company land, the chance to create big ideas with the speed and freedom of a nimble, fame thinking agency was irresistible. What excites me most is the calibre of people here. Creativity runs through their veins and it’s not something they switch on for the office. From writing screenplays to producing award-winning documentaries, their side projects and passions feed directly into the work. That breadth of experience is a huge advantage for clients because it drives the kind of ideas that truly change how people feel. Add an office by the beach and you’ve got the perfect environment for great creativity.”

Jessica Cluff commented, “Gav hasn’t settled in – he’s taken off. In a matter of weeks, we’re two from two on pitch wins together and it feels like we’ve hit a creative flow and earned each other’s trust, fast. And trust is key when you’re pitched the idea of a fully clothed photo shoot in the surf at Coogee.”  

Emotive’s next chapter is off to a good start with recent new business wins such as Perfection Fresh, a roster of over 20 cross-category brands underpinned by a market-leading client tenure of 4.7 years and an investment in people, that includes recent senior hires, Jess and Sebastian as well as Sarah Scott Paul (director of people and culture) and Michelle Lomas (head of partnerships and talent).

Cover image: Jessica Cluff & Gavin McLeod