Attivo Group, the New Zealand-based marketing services company, has launched a trans-Tasman public relations agency, Tonic Communications.
The agency will focus on strategic consumer public relations, social media, influencer management, content, events and activations across the Australian and New Zealand markets and will be headquartered in Auckland.
Led by Georgia Coleman, who joined Attivo as general manager of PR in March last year, Tonic will work in collaboration with other Attivo Group agencies and will retain its own clients.
It’s the latest move by Attivo Group, which recently expanded to the US, acquiring US advertising agencies Deutsch New York and Hill Holliday.
Attivo already owns 303 MullenLowe in Australia and shares ownership of Mediahub Australia with Interpublic Group’s (IPG) Mediabrands Australia. Attivo owns Perth-based Rhubarb Lane as well as Harvey Cameron, Farrimond, Gorilla Studios and Rainmakers in New Zealand.
Attivo Group chief executive Cam Murchison said the move to consolidate the group’s PR function under one brand came in response to growing demand for strategic consumer communications off the back of a “raft of new business wins”.
“We’ve already seen the market respond positively, and clients benefit from the expertise provided by Georgia and her team and we are all excited to see these business solutions develop even further under the Tonic brand,” he said.
“As our clients continue to look for new and innovative ways to reach consumers in challenging conditions, it is important we are able to offer them the full breadth of strategic communications. We’ve always believed in the power of collaboration, and having our own established PR agency brand allows us to continue those relationships while pursuing other opportunities and developing other capabilities outside of the group’s existing client base,” said Murchison.
See also: NZ’s Attivo Group acquires US agencies Deutsch New York and Hill Holiday
See also: Mediabrands Australia appoints Sue Squillace as CEO Mediahub ANZ