Agent99 leans further into wellness with latest client wins
PR agency Agent 99 has welcomed three new wellness-focused clients to its portfolio, Mumbrella can reveal.
Stationery brand Jumble & Co has engaged the communications business for the launch of its wellness and mental health collection under the banner, ‘Mindfully Yours’. The partnership will see Agent99 deliver a multi-channel campaign, covering a launch event, influencer engagement and earned media to raise awareness of the collection.
Wellness and cryotherapy organisation, Cryo Science, is the second of the newly announced clients. Agent99’s work with the business will consist of launching its flagship clinic in Sydney, while educating consumers on cryotherapy’s mental and physical benefits.
In addition to the above, Agent99 has also added digital will-writing tool Safewill, to its client roster.
Agent99 will develop and execute a nationwide awareness campaign for the platform’s Free Wills Fortnight initiative. The work is expected to highlight the importance of having an up-to-date will, particularly in how it eases mental strain for individuals and their family and friends.
2025 has been a good year for the business. In July, it was appointed by events business The Hatchery to spearhead an integrated PR campaign for the 2025 Women Unlimited Leadership Summit.
February saw Agent99 celebrate the launch of Asics’ Gel Nimbus 27 shoe via a campaign that saw athletes Reece Edwards and Leanne Pompeani run on treadmills attached to floating hot air balloons. The agency also set up a netball activation for Asics in the same month.
Wellness is a common thread that runs between Agent99’s latest client wins and its most recent work with Asics, and it’s a space that the PR agency has intentionally moved into.
Sharon Zeev Poole
“It has been with intent, for sure, to go into this area more and more,” Sharon Zeev Poole, founder and director of Agent99, told Mumbrella.
“We have a specialty of food, beverage, entertainment, and lifestyle. And with that we’ve done quite a bit of work — there’s just a natural organic progression towards wellness. There’s a lot of brands [that] are considering that and where they sit within wellness as it’s a hugely growing trend.”
According to Poole, Agent99’s work with Asics, combined with its expertise in the food space, has allowed the agency to prove its worth with wellness.
“We’ve done quite a bit of work with brands like ASICS, you know, which is a performance and wellness brand, and then just naturally a lot of other work within the food space that also leans towards wellness,” she said.
“And so I think we’ve had quite a lot of proof points and success in that area. So it’s just been slowly growing and because of that work and because of the proof points, we’ve had brands coming to us essentially and seeing those case studies.”
At the same time, impact is a primary focus that dictates how the communications company delivers its work, particularly in the “ecosystem of influence and events, activations and PR”. It’s an ethos that Poole says has “been quite attractive for wellness brands”.
The work has paid off — Agent99 officially re-signed Asics as a client, on top of Product of the Year and California Wines, which became clients of the PR organisation in September 2017 and November 2024, respectively.
When speaking on her business’s continuing relationships with its ongoing clients and the ones coming onboard, Poole commented that it’s reflective of Agent99’s commitment to excellence and delivering results.
“Each of these client wins is fuelled by our commitment to designing campaigns that consistently combine creative strategies to deliver tangible business impact, and we’re excited for what’s to come for the rest of 2025 and beyond,” she said in the release.
Based in Sydney, Agent 99 hosts a team of six and two interns.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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