Thrive PR + Communications launches content division Thrive Media

Public relations agency, Thrive PR + Communications, has launched a content creation unit, Thrive Media.

Thrive said the unit had been developed in response to COVID-19 and will help brands tell their stories. Journalists, editors, creatives and content producers from across Australia and New Zealand, including Melissa Hoyer, Sami Lukis, Noel Whittaker and Nick McArdle will write produce content based on client briefs.  

Bainbridge and Kerekovic will be directing Thrive Media

Thrive Media will be directed by Snezna Kerekovic, who joined the agency in February as chief strategy director from PPR, and Georgia Bainbridge who also returned to the agency from Haystac in February as business director of integration and content.

Leilani Abels, founder and managing director of Thrive said the new unit will compliment the wider agency offering.

“In a world that’s been thrown into chaos, Thrive Media empowers clients to be their own media outlets. It compliments our wider agency offering. We will give clients their own newsrooms for a day or ongoing. With mainstream media channels nearly exclusively focused on COVID-19 and regional media outlets in hibernation, it’s critical that organisations deliver purpose-led communications with their audiences in multiple ways,” Abels said.

“Thrive’s ‘corp-sumer’ approach, combining corporate and consumer communications, has never been more relevant and we want to help our clients and others navigate this period of uncertainty.”

She added that the business wanted to create work opportunities for freelancers and journalists who are doing it tough at the moment.

“We already have an incredible network and we are continuing to recruit specialist writers and content producers who will collaborate with our Thrive consulting team. These journalists and our content production team, know how to find and create great stories. We welcome freelancers and journalists to get in touch with us,” she said.

Hoyer, editor at large at News Corp and now fashion and lifestyle expert for Thrive Media, said the business unit is a welcome initiative during an uncertain time.

“We all know the news cycle is committed to delivering us the most up-to-the minute and real news during such an unprecedented time. As a long-standing media communicator, I’m thrilled to be part of the collective of media names who can help deliver important business and brand stories,” she said.

“Yes, we will eventually turn the corner but until then, brands need to ‘virtually’ deliver their latest news and stories. Thrive Media is a welcome initiative at this time providing a platform for us to use this time to work together in more innovative and credible ways.”

Thrive Media will be offering virtual services until face-to-face activity can resume, including brand workshops on key messaging and content, and virtual deployment of category-specific journalists.

The list of Thrive Media’s talent includes:

  • Brad Howarth (Business & Technology)
  • Noel Whittaker (Finance)
  • Stuart Corner (IT, Telecommunications, IoT)
  • David Braue (Enterprise and Consumer Tech)
  • Krishan Sharma (Consumer Tech & Gaming)
  • Melissa Hoyer (Fashion & Lifestyle)
  • Nicola Conville (Health and Wellness)
  • Sami Lukis (Travel & Entertainment)
  • Joanna Hall (Travel & Tourism)
  • Paul Ewart (Travel & Lifestyle)
  • Adriana Donnola (Beauty & Lifestyle)
  • Elisabeth King (Beauty Business)
  • Grant Jones (Hospitality, Food & Beverage)
  • Stephen Fenech (Technology)
  • Nikki Goldstein (Luxury Brand Marketing)
  • Nick McArdle (Sport)
  • Natalie Yoannidis (Sport)

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