Indie creative agency Emotive has appointed Jessica to a newly created role as head of earned creative, where she will work alongside group creative director Darren Wright and the agency's strategy and creative teams.

Cluff joins the agency from public relations firm Poem, where she spent the last 18 months as creative director. She previously spent five years with One Green Bean, and is recognised for her expertise in public relations, social media, talent management, and partnerships, as well as her ability to leverage culture in non-traditional ways.

"Having great ideas is one thing, knowing how they come to life in the world and engage people beyond advertising is another. Jess can do it all. Having her knowledge and experience join a creative department full of different shaped thinkers is going to make for an exciting time here at Emotive," said Wright.

In her new role, Cluff will collaborate with Emotive's leads in social, talent, PR, partnerships, and brand experience to maximise creative ideas. Emotive is expanding and investing in creating ideas that change how people feel, with recent appointments including Executive Strategy Partner Sebastian Revell.

"I’ve always loved Emotive’s purpose - to create ideas that change how people feel. But to do that, you have to get their attention first. People actively ignore most of what we do. You need more than a beautifully executed film or a clever line to reach them. Emotive has ambitious clients and a proven track record of getting people talking - I can’t wait to join them," said Cluff.

Cluff will officially start her role at Emotive on April 28, 2025.