Sydney-based M/I/A Group expands and opens 3 new departments

Sydney-based PR firm Media In Action has rebranded to M/I/A Group, which now offers full-service blended media services.

M/I/A Group founder and CEO, Mia Vicary, told Mumbrella: “We live in a digital world where clients need the 360-degree marketing experience. One service just doesn’t work without the other anymore.”

M/I/A Group founder and CEO, Mia Vicary (pictured.)

M/I/A Group’s lineup of clients already includes Crown Group (residential and their two retail accounts Infinity Square and Our Skittle Place), Hadid Caviar, SKYE Suites and Synergie Skin who are both the official sponsors for AAFW, Casio Music Australia, XGIMI Australia, Wholefarms Market, and Tourism France for The Rugby World Cup dinner this September.

Vicary said she used her previous knowledge working as a TV journalist in Jakarta, a digital marketer in New York, and a publicist in a Sydney-based agency helped her to become a power player in the digital marketing and PR space.

“A lot of PR agencies tend to be outdated. They don’t understand digital marketing enough to know how to leverage their client’s audience reach and convert that into dollars. At the same time, some social media agencies don’t understand what makes something editorial and newsworthy.”

She added: “We have experts in each field to ensure that we are identifying that sweet spot between traditional press and digital marketing. That way, we are not only reaching large media outlets, but we are also utilising the appropriate methods for our clients to receive their ROI.”

M/I/A Group’s services are comprised by four departments, Media In Action (which was the original name of the PR agency), and now, Marketing In Action, Management In Action and Moments In Action.

Media In Action which was first launched in 2019 creates social currency by developing and delivering customised communications strategies for clients across industries.

With a focus on digital marketing, services under Marketing In Action include Google marketing (SEO, Google Adwords, Google shopping), website development and design, optimisation strategies, social media advertising, CRMs, EDMs and content marketing.

Management in Action is all about identifying emerging influencers and partnering them with like-minded brands to offer some of the most mutually-beneficial collaborations. This department represents the most prolific macro- and micro-influencers in Australia. Talents include Dr Cody (2.9 million followers on TikTok), Acha Septriasa (3.3 million followers on Instagram), Lexy Stevens (300K+) Knafeh Bakery (100K+), to name a few.

Moments In Action, in partnership with Bespoke Social and Karim Gharbi of VIP Sydney, is in charge of curating, styling and executing brand activations and unforgettable events like weddings and proposals. Their e-commerce site,, allows individuals the opportunity to hire props and collect them directly from their warehouse in Alexandria, Sydney.

While M/I/A Group comprises four distinct divisions, the team is driven by one common goal said Vicary. “A commitment to combining creativity, connections and content to ensure every client receives the kind of tailor-made experience that will translate into profit.”


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