In a significant move marking its evolutionary journey, Clemenger BBDO has announced the launch of Chemistry Set, a groundbreaking Social, PR & Influence practice. Spearheading this innovative practice is industry veteran Rhian Mason, who has been appointed as the Head of Cultural Design.
Chemistry Set is designed to empower brands to not only follow but also lead and design culture. With a focus on creating impactful brand platforms and ideas that resonate within cultural contexts, Mason will oversee the agency’s content, social, PR, partnership, influence, and platform innovation capabilities.
Mason’s extensive experience, most recently as Head of Social, Talent, and Partnerships at Emotive, positions her perfectly for this role. She has also excelled as Head of Social and Content at Mango/DDB and Content Strategy Director at Mediabrands in both Australia and the UK. Her strategic vision and industry acumen will be instrumental in helping brands navigate and engage with cultural trends and audience behaviors.
Clemenger BBDO’s Chief Strategy & Experience Officer, Simon Wassef, emphasized the agency’s commitment to cultural leadership. “Clemenger has made its mark by reframing Australian culture for decades. With Chemistry Set we are giving our clients ways to be more experimental with that process, to not just follow culture but to lead it, to add great ideas to it and see what happens. And that’s why Rhian is here. She’s the best at it,” Wassef explained.
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CEO Dani Bassil echoed this sentiment, highlighting the strategic importance of Mason’s appointment. “We continue to gather world-class talent that is not only exceptional but that are super cool humans. Rhi is next level on so many fronts. Hugely talented, full of energy and kind. She is perfect for us, and I have no doubt the impact on the work, our culture, and our clients will be massive,” she said.
Mason expressed her enthusiasm about joining Clemenger BBDO, stating, “Clemenger is well-known for its ability to create work that taps into the power of culture. But in today’s world, where people’s attention is scarce and audiences are more fragmented than ever, it’s essential to cut through the noise and pay attention to the signals, trends, and behaviors that shape culture. That’s why I’m thrilled to work alongside Simon to lead Cultural Design. I’m looking forward to putting my specialist experience into practice and delivering work to help our clients stay relevant now and in the future.”
This announcement follows the recent appointment of global creative leader Adrián Flores as Clemenger BBDO’s Chief Creative Officer, underscoring the agency’s commitment to creative excellence and innovation.
About Clemenger BBDO
Clemenger, part of the BBDO network, is an Australian creative and innovation company with offices in Sydney and Melbourne. We wield creativity as a force for change, to reframe norms and to rethink accepted wisdom. We live by our proposition – Rewrite the Rules – born of the conviction that we can change the rules holding businesses, brands and people back from growth and greatness. Today we are a union of diverse practitioners. From innovation to communication. From data to design. We rewrite the rules to create platforms for brands and businesses to grow. And we realise the value of those platforms across communications, media, technology, experience and culture.
