Simon Joyce is the Founder and CEO of Emotive, a creative company built to create ideas that change how people feel.

 He launched Emotive with an anti-ad for Optus featuring Ricky Gervais and has spent the last decade building it into one of Australia’s leading independent agencies.

 Not by following the traditional model, but by redesigning it.

 Today, Emotive operates as a creative agency and production company, separate in structure but inseparable in process, where ideas and making stay together. This allows ideas to move seamlessly from concept to craft to conversation, with earned impact built in from day one.

 In 2025, that thinking led to the refounding of the business. Fully independent. Creative and production brought together. AI embedded across the workflow. A model designed for how ideas actually move now.

 Simon has led the agency through rapid growth, major client wins and significant change, while building a strong culture and long-term partnerships with brands including Google, Optus, Pernod Ricard, Audible, Coca-Cola, Unilever and Breville.

Alongside its commercial work, Emotive invests in projects designed to create real-world impact, including the globally recognised Deep Rising campaign.

Before Emotive, he held senior roles in media, including CEO at public company level, and was instrumental in launching VEVO in Australia.