Melbourne-based boutique agency Good Humans said it has doubled down on a people-first model, growing from one person to a seven-member team in parallel with introducing AI into the agency’s admin processes.
Director Remy Chancerel said the expansion was a direct response to a changing cultural and media landscape at a time when the industry is grappling with pressure to produce content at pace and scale.
“As some agencies turn to AI as a replacement for their team, we see the pendulum swinging the other way. Clients want more than just copy and content. They want advice, confidence and counsel from someone they trust. Providing that extra layer of confidence has always been at the heart of what we do, and how we show up,” Chancerel said.
“We’re intentionally small and nimble, and now we have AI to help reduce the intensive admin good PRs always face, essentially allowing us to be evermore present and connected with clients and media, in ways agencies have not been able to do for years.”
After almost a decade managing PR campaigns for Michael Cassel Group, National Gallery of Victoria and Disney Theatrical Group, Chancerel founded Good Humans PR at the end of 2022, in response to a rising appetite from clients for work that values relevance and depth, over volume.
Steadily growing in its first year, former Museums Victoria senior communications manager, Brigitte Gebbie, joined the Good Humans PR team in 2023, led by Chancerel and Fleur Michael. Gebbie now leads the agency’s team of publicists as head of publicity, including Emma Christie (publicist), Gemma McManus (publicity coordinator), Lilli De Nardi (publicity assistant).
Good Humans PR has now also expanded its services, applying a media-relations approach to creator content and influencer campaigns, with the appointment of Charlotte McKenzie (social, content & influencer assistant) and further announcements to be made soon.
Chancerel added, “Our growth continues to be in direct response to an increased demand for our approach to PR and comms. That has now extended into our social, influencer and content work. We’re constantly challenging ourselves on how the PR industry can innovate, show value, and how we ultimately show up to support our clients in an increasingly tech-focused world.”
