Emotive Appoints Michelle Lomas To Lead Newly-Created Partnerships Division

Michelle Lomas, a seasoned partnerships and content leader, has joined independent creative agency Emotive in the newly created role of head of partnerships, where she will lead the agency's specialist partnerships division.

From unexpected media tie-ins to brand collabs and sponsorships, Emotive’s partnerships offering works hand-in-hand with the strategy, creative, and earned teams to maximise the emotional impact of every idea, whilst protecting its integrity.

With nearly 20 years of cross-industry experience spanning strategy and creativity, Michelle has held leadership roles including head of brand partnerships at Ensemble Australia and MediaCom; VP, head of content, and social at Hearst’s iCrossing New York; and most recently, chief strategy officer at audio creative studio Ampel.

She brings a rare blend of commercial instinct, content expertise, and strategic firepower, perfectly positioned to reset what's possible in partnerships by treating them as an extension of the idea itself.

Michelle said, “I’ve always believed in the power of partnerships to connect brands with people through an audience-first lens. Emotive’s purpose, to create ideas that change how people feel, is something I’ve long admired. With the right approach, partnerships don’t just support the work, they help it travel further and hit harder. I can’t wait to get started.”

She will also work closely with the leads of Emotive’s other specialisms, spanning social, talent, PR, and brand experience. These are the channels proven to punch above their weight in earned media, and are essential to making partnerships work harder.

Michelle will report to Sebastian Revell, Emotive’s executive strategy partner, who recently joined the agency after nearly six years at TBWA and TBWA\Media Arts Lab.

Sebastian said of the appointment, “I’m over the moon to have Michelle on board. She’s whip smart, wildly versatile, and the kind of operator who’ll help supercharge our next phase of growth built around Fame Thinking, which combines our core capabilities of strategy, creative, design and earned with our specialisms of social, talent, PR, partnerships, and brand experience to unlock the emotional impact of every idea.”

Simon Joyce, Emotive founder and CEO, added, “The launch of our partnerships offering is a big moment for Emotive and a long time coming. As traditional media channels face increasing pressure, unique and unexpected partnerships are becoming critical to maximising the impact of an idea. By integrating this offering from the very start and backing it with our full creative firepower, we’re solving a problem we see all too often: great ideas falling short in partnership execution. We believe this will be a genuine game changer for how our clients’ ideas show up.”

Michelle commenced at Emotive HQ on Monday May 12th.