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In-Prose founder joins Character + Distinction as principal

Boutique communications and public relations firm Character + Distinction has chosen Annie Carroll to take on the role of principal, leading the agency alongside managing director Kate Dinon and agency partner Sarah Green.

She joins the agency after founding and directing fellow boutique comms agency In-Prose, where she working with clients including Heaps Normal, Startmate, ettitude, E Nolan, Ovira, Scratch and more.

Carroll brings with her Heaps Normal, adding to Character + Distinctions growing client portfolio, which includes Adore Beauty, Culture Amp, Deliveroo, MYOB, Glow Capital Partners, Luxury Escapes, Rokt, StockX, July, OneTwo Home Loans and TDM Growth Partners.

“Character + Distinction is one of Australia’s foremost PR agencies – its peerless reputation for strategic and purposeful storytelling has set a benchmark I’ve aspired to reach throughout my career. I’m delighted to be joining Kate, Sarah and the entire team to work with some of the country’s most ambitious and influential brands,” said Carroll.

“Kate, Sarah and I share a strong synergy – not only in the way we operate but in our shared values, too – and we are all heavily invested in telling stories at the intersection of innovation, culture and technology. I’m looking forward to working alongside them to execute creative ideas that have real cut through.”

In the new role Carroll will lead Character + Distinction’s consumer portfolio, and according to Dinon is a natural fit for the practice, bringing with her a solid reputation for building strong relationships and delivering strategic outcomes.

“I first met Annie ten years ago and have seen her grow as she’s worked with some of the most interesting and innovative consumer brands in the country. I always hoped that one day we might work together, and I am thrilled that Annie is joining forces with us,” said Dinon.

Carroll established a PR consultancy in 2018 and formally founded In–Prose in 2021, working with clients across lifestyle, technology and fashion such as Sense of Self, Scratch, Heaps Normal, Studio Ongarato and Startmate. She has led PR campaigns including Heaps Normal’s ‘this is not normal’, Startmate’s Startmate City project, the Australian launch of healthtech startup Ovira, and has consulted closely with rising Australian fashion designer E Nolan.

Prior to establishing her consultancy, Carroll worked as senior account director for Melbourne-based PR agency Communications Collective and in-house at fashion label Maticevski.

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