Emotive head of PR + earned creative Matt Holmes departs the agency after four months

Emotive head of PR + earned creative Matt Holmes departs the agency after four months

After four months with Emotive head of earned creative and PR Matt Holmes has departed the agency.


Holmes joined the agency in the newly-created role in February to assist with the agency’s integrated fame offering for brands.

The decision to part ways with Holmes was made as a result of a restructuring of the agency’s fame offering. The agency will now have one lead in the head of fame role across all five specialisms – social, talent, partnerships, PR and brand experience. Former Leo Burnett social and content lead Irnin Khan has come on board as acting head of fame.

Says Simon Joyce, CEO and founder, Emotive: “In February 2024, Emotive launched an integrated fame offering that united five specialisms, positioning this service area as an essential not just desirable part of the creative process and opening doors to plenty of exciting non-traditional briefs. Matt, as head of PR and earned creative was an integral part of this launch. However, given the trailblazing nature of this structure and the impact it has on how we do both strategy and creative, we quickly realised that we needed greater senior 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.”

Prior to Emotive Holmes was the co-founder of independent PR agency Poem where he spent eight years working across the likes of Sony PlayStation, Nestle, Tourism Australia, Amazon and Apple’s Beats By Dre.