THE ICONIC has appointed independent creative company Emotive as its creative agency, following a competitive pitch.
Emotive will lead the retailer’s overarching creative direction as the business builds on its Got You Looking brand platform and enters its next phase of growth.
The agency’s remit will focus on sharpening the cultural role of THE ICONIC, while connecting the platform more closely to audience behaviour, customer connection and commercial outcomes.
Building on Got You Looking
Joanna Robinson, Chief Marketing Officer at THE ICONIC, said Got You Looking had helped rebuild energy and momentum around the brand.
“As we move into our next phase of growth, the opportunity is to make that platform work even harder,” Robinson said.
“Emotive stood out because they understood both sides of that challenge: how to create work that earns attention, and how to connect that attention to commercial outcomes. Their thinking was clear, commercially grounded and highly relevant to where THE ICONIC is heading next.”
Joanna Robinson
Gavin McLeod, Chief Creative Officer at Emotive, said the agency’s role was not to reinvent the platform, but to unlock more of its potential.
“We saw an opportunity for it to become more than a marketing platform, something that influences every part of THE ICONIC experience,” McLeod said.
“What was most exciting was how enthusiastically that thinking was embraced in the pitch, and we’re looking forward to bringing it to life together.”
Gavin McLeod
Earned creative focus
Jessica Cluff, Head of Earned Creative at Emotive, said earned thinking would play a key role in the work.
“A key part of our response was finding ways to give the brand and Got You Looking platform cultural relevance,” Cluff said.
“Because it’s one thing to get people looking, but we want to get them scrolling, searching, buying and returning. We do that by leaning into culture – helping the brand show up in people’s worlds in a really relevant and authentic way.”
Jessica Cluff
Sebastian Revell, Chief Strategy Officer of Emotive, said the win aligned with the agency’s focus on work designed to connect emotionally and deliver commercially.
“Got You Looking has already done a brilliant job of getting Australia to look again,” Revell said.
“The opportunity now is to help turn more of that attention into action.”
Sebastian Revell
The appointment adds to Emotive’s recent client momentum, following new appointments by Google Pixel, AMP North and Nespresso.
Founded in 2015 and based in Coogee, Sydney, Emotive works across creative and production. Its client roster includes Google, Audible, Pernod Ricard, Coca-Cola and Breville.