Clemenger BBDO Launches Chemistry Set – Social, PR & Influence Practice Led by Rhian Mason

Chemistry Set has been developed to help brands lead and design culture, not simply follow it, the agency said.

Clemenger BBDO has unveiled the Social, PR & Influence practice Chemistry Set, led by Rhian Mason as Head of Cultural Design.

Chemistry Set has been developed to help brands lead and design culture, not simply follow it, the agency said.

Mason will build and lead the agency’s content, social, PR, partnership, influence, and platform innovation capabilities. She will collaborate with Chief Strategy & Experience Officer Simon Wassef to help brands participate and experiment in culture and connect with audiences in the places and spaces they want to engage.


 

Mason joins from Emotive where she spent three years as Head of Social, Talent, and Partnerships. The strategic leader has also held roles as Head of Social and Content at Mango/DDB and at Mediabrands both in Australia, where she established branded content offerings, and in the UK, where she spent two years as Content Strategy Director.

“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,” said Clemenger BBDO Chief Strategy & Experience Officer Simon Wassef.

Clemenger BBDO CEO Dani Bassil added: “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 said, “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 behaviours that shape culture.”


 

Mason’s hire follows the appointment of creative leader Adrián Flores’ as Chief Creative Officer.

 

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