Emotive Continues to Innovate with a New Creative Director

Tiara has worked in Emotive’s freelance creative collective for 6 years, across clients including Revlon, Berlei, Modibodi, Optus, and Unilever, and now joins the agency in a permanent position. 

Passionate about creating work that celebrates authentic female representation, Tiara was instrumental in the agency’s Embodied: Postpartum unfiltered campaign for Modibodi, collaborating with female photographers worldwide to reclaim the word “postpartum”, which was recognised at D&AD, Clio and The One Show. 

Tiara brings to her work a contemporary understanding of beauty and fashion, a background in television and film, a love of story and a wealth of production and post production experience. In addition to her advertising experience, Tiara has a Master of Arts in Creative Writing and is a published author. 

Tiara Valder, creative director, Emotive said: “Working with Emotive has evolved over many years and feels like a natural fit. Our kick off was collaborating on the Berlei Serena Williams “Do it for yourself” campaign, and I was struck by the energy of the agency, the ‘up for anything’ attitude and the collaborative, generous way of working that Simon has established. I’m excited to join in a permanent capacity, with a long-range view to what we can accomplish together.” 

Tiara’s appointment increases Emotive’s creative collective to 14 Creative Directors, an approach that goes against the classic agency pyramid structure led by the ECD. It is a refreshingly top-heavy structure that is focused on greater diversity of thought and output. 

Simon Joyce, CEO and founder, Emotive said: “After what feels like the longest courtship in history, we’re thrilled to have Tiara permanently join as creative director. Key to our senior creative structure is building a team from different backgrounds rather than purely advertising ones. Tiara fits the bill perfectly. Not only is she an extraordinary CD with a wonderful track record of big ideas, but she also has an amazing background in music television, and is a published author. Combine that with values that perfectly align with Emotive, and we couldn’t be more excited to have her permanently on board.”