Thrive PR Continues New Zealand Growth With Acquisition Of East Agency

Thrive PR Continues New Zealand Growth With Acquisition Of East Agency
SHARE
THIS


What best describes you?

Only six months after its successful New Zealand launch, independent Australian PR agency, Thrive, has further marked its commitment to the NZ market with the acquisition of Auckland-based PR agency, East Agency.

East Agency founder and director Lucinda Kennedy (nee East), who consulted to Thrive during its set-up, has joined the team full-time as the on-the-ground New Zealand lead. Lucinda continues the company’s expansion plans, leveraging Thrive’s three Australian offices and ANZ resources.

Thrive is a 100 per cent independently owned agency with nearly forty staff and four offices in Melbourne, Sydney, Brisbane and Auckland. The agency’s client roster includes a portfolio of powerhouse brands including Wesfarmers supermarket giant Coles, telco Optus, social platform Twitter, energy provider AGL and global gaming developer Ubisoft. Thrive specialises in key industries including food and drink, sport and entertainment, tech and innovation, home and design, health and wellbeing, and not-for-profit B2C and B2B work. Thrive was founded in Melbourne in 2000 by Managing Director, Leilani Abels.

Since its launch in NZ, Thrive has signed local clients including Emeralds Foods and has extended its ANZ work for clients including tech giant, Cisco and global women’s brand, Triumph.

Thrive Managing Director, Leilani Abels said, “I’m particularly pleased that there has been solid interest from local brands and other companies within the APAC region wanting to work with our Auckland office. The acquisition of East Agency further strengthens our local market knowledge and reach. It is a natural fit for us given the company’s knowledge of the NZ food, wine, sport, tech and leisure markets. Lucinda has more than a decade of experience, having worked on agency-side in NZ and New York and on ‘media-side’ including time at Bauer Media as a senior journalist.”

“Thrive is a dynamic, smart and progressive business that I am thrilled to bring East Agency under,” Lucinda says. “This acquisition allows us to draw from Thrive’s seventeen year history, bringing our clients exceptional PR and digital insights while leveraging Thrive’s expansive resources. We see a real opportunity to deliver remarkable results for Thrive’s Kiwi clients, both at home and abroad. Our team here is working closely with the Australian offices to guide New Zealand clients across the ditch to grow their businesses in the Australian market. Transversely, companies based in Australia and internationally (particularly the US) are coming to Thrive to manage their Australian and New Zealand PR requirements under the same umbrella.

“We can show them how to maximise their budgets in the region, streamline communication, tailor creative and influencer strategies, and deliver commercial results far more effectively than they would using two different PR agencies. It’s a unique solution, given we are a nimble independent agency. In addition, having worked in New York and having launched brands into the US market, we are strategically advantaged to help brands launch globally.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]