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.

Marty O’Halloran has joined Thrive PR and Communications in a strategic advisory role covering Australia and New Zealand.O’Halloran previously served as global chairman of DDB Worldwide, part of Omnicom Group. Over the course of his career, he held several leadership positions within the network, including global CEO and later global chairman.At Thrive PR and Communications, O’Halloran will work with the agency’s leadership team across Australia and New Zealand in an advisory capacity. According to the agency, his role will involve supporting strategic initiatives and providing guidance to the leadership team.The appointment marks the first executive advisory role created by the agency.Commenting on the appointment, Leilani Abels, CEO and founder of Thrive PR and Communications, said O’Halloran’s experience in building global agencies will contribute to the company’s next phase.O’Halloran said he was attracted to the agency’s entrepreneurial approach and its focus on creativity and talent development.

Acre, a premier integrated marketing and communications agency, has appointed Anna Laskaris as its new Director. Joining Founder Emma Williams, Laskaris will strengthen the agency as it marks its one-year anniversary.With a career spanning Australia and New Zealand at Thrive PR and Edelman, Anna brings a wealth of agency expertise to acre. She has successfully spearheaded numerous earned-led campaigns across various consumer and corporate sectors, working with renowned brands like Airbnb, the LEGO Group, and Afterpay.Anna said: "I am thrilled to officially be a part of Acre Agency. Having supported the team behind the scenes for a few months, I?ÇÖve been inspired by the significant potential and opportunities within regional and agricultural Australia. This has been a major motivation for joining forces with Emma. Emma has done such an incredible job establishing the agency over the past year and I?ÇÖm eager to work closely with her to lead the day-to-day operations and help drive future growth."

Leading Australian communications agency alt/shift/ has secured the Tinder Australia public relations account, following a competitive pitch process. The news comes after a successful tenure by previous agency Thrive PR.alt/shift/ announced their exciting win on LinkedIn, expressing their enthusiasm about unleashing creative ideas and leveraging their expertise in behaviour change to enhance Tinder's Australian presence. This strategic approach aligns perfectly with Tinder's mission of fostering meaningful connections amongst users.Andie Crawford, Managing Director of alt/shift/, echoed the team's excitement, calling it a "massive team effort" and expressing their eagerness to "shift the dial" for Tinder in Australia.This win positions alt/shift/ to play a key role in shaping the narrative around Tinder in the Australian market. Their expertise in behaviour change communication could prove invaluable in understanding user preferences and crafting targeted campaigns that resonate with the local audience.alt/shift/ previously worked with clients like Samsung and Menulog, demonstrating their experience with high-profile brands and digital marketing.It will be interesting to see how alt/shift/ leverages their creativity and strategic communication skills to further establish Tinder as the go-to dating app in Australia.