Maven PR and The Atticism combine

April 23, 2025 10:08

PR agencies The Atticism and Maven PR have announced a strategic partnership which will see Sophie Muir, founder of Maven, take on managerial roles across both agencies.

Both agencies continue to operate independently, but with shared resources, team expansion, and a “deepened commitment” to delivering PR and brand development across international markets.

The Atticism has been operating in Australia for over 13 years, founded by Renae Smith, while Muir’s Maven PR was founded six years ago.

(L-R): Sophie Muir and Renae Smith

Muir will take on the local day-to-day operations of The Atticism as its new managing director, while continuing to lead Maven PR, while Smith will refocus on global strategy and director from The Atticism’s London office.

Under Muir, the local teams have been combined.

“This is a really exciting moment for The Atticism. Sophie brings over a decade of experience, a strong reputation in the industry, and a shared passion for strategic, results-driven PR,” Smith said in a media release on Wednesday.

“Her on the ground leadership means our clients and team in Australia have consistent, high-level support while we continue to grow globally.”

The new leadership structure hopes to place The Atticism in a good position for “continued innovation, seamless transcontinental operations, and long-term success” both in Australia and internationally.

Its current client roster is focused on the hospitality and urban lifestyle sectors, including Mr Roses, Plan Radar, Aus Property Professionals, Canterbury Leagues Club, and Sports Plus.

Meanwhile, Maven PR has a growing roster across the lifestyle, travel, beauty, and food and beverage portfolio, like Heineken, Pinnacle Drinks, and Spirits Platform.

Muir said she’s “long admired” the agency Smith has built.

“It’s an honour to step into this role and lead such a respected agency in Australia. I look forward to working closely with Renae and the team as we build on the legacy she’s created and explore new opportunities for collaboration between the two agencies,” she said in the release.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.