Thrive PR has announced three senior promotions across its Australia and New Zealand operations, with Sophie Maguire appointed to lead the Melbourne office, Kyra Shakspeare taking charge of Brisbane and Lwindi Ellis assuming leadership of the Auckland operation.The appointments come following the recent launch of Acuity, Thrive’s corporate communications sister agency, as the group continues to expand its regional capabilities.Maguire, who joined Thrive as a 21-year-old in 2008, will oversee the Melbourne office and its next phase of growth. Reflecting on her progression within the agency, she said the appointment represented a “full-circle moment” and an opportunity to build on the office’s existing foundations.She also pointed to Melbourne’s cultural and sporting influence as an opportunity for brands looking to participate in conversations shaping Australian culture.In Brisbane, Shakspeare will lead the agency’s Queensland operations, with a focus on strengthening its client relationships and positioning the office as a strategic communications partner.She highlighted Brisbane’s growing importance ahead of the 2032 Olympic and Paralympic Games, describing the six-year period leading to the event as an opportunity for businesses to build their legacy, impact and international relevance.In Auckland, Ellis will lead Thrive’s New Zealand business, with plans to grow the local team and strengthen its role in supporting Trans-Tasman brands and organisations operating in New Zealand.Ellis previously worked with Thrive for six months before taking on the leadership role, giving her experience of the agency’s culture and international client portfolio, including BYD and Afterpay.The three promotions reflect Thrive’s focus on strengthening its leadership across key markets while expanding its offering through Acuity. (Source: telummedia)

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.