^{(Pictured, from left: Simon Wassef, Rhian Mason, Dani Bassil and Adrián Flores)}

Clemenger BBDO has announced the launch of Chemistry Set, a social, PR and influence practice, which will be led by new recruit, Rhian Mason as Head of Cultural Design. She will be in charge of building and leading the agency’s content, social, PR, partnership, influence and platform innovation capabilities, and will be collaborating with Chief Strategy & Experience Officer, Simon Wassef.

Rhian joins the team from Emotive, where she spent three years as Head of Social, Talent and Partnerships. Prior to that, she honed her skills in roles such 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.

Simon Wassef said: "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. And that’s why Rhian is here. She’s the best at it."

Clemenger BBDO's CEO, Dani Bassil described Chemistry Set and Rhian’s appointment as more key pillars in the agency’s deliberately designed evolution: "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."