Content marketing specialist agency Emotive has bolstered its strategy and video production pillars with the promotion of John Principe as creative strategist and Hayley-Ritz Pelling as executive producer.

In the newly-created role of creative strategist, Principe will work with chief strategy officer Lucielle Vardy, strengthening the company’s strategic offering, honing in on audience insight and its creative application in the ever-changing social landscape.

Principe joined Emotive in 2016 and has been pivotal in building successful social video content programs for some of the country’s most esteemed brands.

Understanding why, what, how and when audiences consume content is key to delivering content audiences choose to consume, according to Principe.

““A fluid relationship between the strategy and creative process is essential when producing content,” he said.

“The more unified the thinking, the better the result for brands and their communities.”

Pelling’s promotion to executive producer is a reflection of Emotive’s growing production credentials. She joined the Emotive team as senior producer back in 2015 and has been instrumental in delivering work for the likes of Optus, Xero and Berlei.

Commenting on her new role, Pelling said: “Over the last couple of years, Emotive has highlighted the benefit of a production unit that works in synchronicity with content planning, creative and amplification.

“To have the opportunity to develop and lead this unit, and help clients successfully navigate the evolving landscape of video platforms and formats, is really exciting.”