Thrive PR has launched a new sister agency, Acuity, as it looks to address growing demand for specialised, senior-led corporate communications advisory.
Acuity will operate as a standalone brand with its own leadership and focus, while drawing on Thrive PR’s network and capabilities. Snezna Kerekovic, founding managing director of Acuity, will continue to hold a senior leadership role across both businesses.
According to Kerekovic, the launch responds to increasing complexity in stakeholder environments and a widening trust gap. She noted that human-centred communication remains critical, particularly in translating complex issues into clear and credible narratives.
She also highlighted that while AI is accelerating content creation, it is simultaneously increasing the need for clarity, judgement and human insight in communications.
Acuity begins operations with foundation clients including BYD, Reddit and Pearson. Its services will span stakeholder engagement, crisis and issues management, executive positioning and content.
The agency will operate across Sydney, Melbourne and Brisbane, with plans to expand its senior team.
The launch has been positioned as a standalone move and is not linked to any broader structural changes within Thrive PR.
