Published on: August 24, 2026
Emotive has strengthened its senior team with the appointment of Praveen Vaidyanathan as Strategy Director and Karen Liddle as Resource Manager.
Vaidyanathan joins Emotive with extensive international strategy experience across leading creative agencies. Most recently, he served as VP, Strategy Director at Saatchi & Saatchi New York, where he led strategic work across Campbell Snacks’ US portfolio. Earlier, he held Strategy Director positions at VICE / Virtue Scandinavia and Khanna\Reidinga Amsterdam.
Reflecting on his move to Emotive, Praveen Vaidyanathan said, “For a not-so-beach person, working in a dive-shop-turned-agency in a suit, overlooking Coogee Oval, meditative waves on one side and distracting seagulls on the other, felt like just the right amount of juxtaposition. Of course, working with legends like Sebastian Revell and Gavin McLeod every day is a feast,”
Liddle brings experience across production, project management, traffic and studio operations, having previously worked with Y&R, Leo Burnett and BMF.
Following the launch of Emotive Productions in May, Liddle will focus on strengthening collaboration between the agency’s creative and production operations. Her role will help ensure greater integration between strategic thinking and execution as the agency develops its work.
Karen Liddle said, “I’m so lucky to have found a group of like-minded people to work with. The values, the energy, the sheer hunger to “craft the hell out” of every single piece of work is exactly my kind of chaos, passion and love. I’m so excited to call myself an Emotive person!”
Commenting on the appointments, Sebastian Revell, Chief Strategy Officer, Emotive, said, “They are both our newest architects behind creating ideas that change how people feel. Because the more strongly an idea makes people feel, the more attention it generates and the more commercial impact it earns,”
Revell added, “Praveen isn’t someone who just ties his colours to any mast (topical Odysseus reference anyone…). He goes wherever interesting things are happening. So we’re absolutely thrilled that he’s seen that in what we’re building in Coogee, and we couldn’t be happier to have his cultural astuteness, and fondness for a suit on board.”
Speaking about Liddle’s contribution, Revell said, “Karen has brought a unique blend of creativity and operational precision to get the best out of us, and to get to our best work more effectively than ever. But most importantly, we’ve been blown away by her kindness and consideration for those around her and she has made us all better already – long may it continue!”
Both appointments take effect immediately and come as Emotive continues to build momentum following several recent new business wins, including THE ICONIC, Nespresso, El Jannah and AMP North.
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