Sydney Mardi Gras appoints Acuity and Thrive

Sydney Gay and Lesbian Mardi Gras has appointed Acuity Communications Advisory and Thrive PR & Communications as its retained communications agencies following a competitive pitch.

The new agency model gives Acuity responsibility for corporate communications and reputation, while Thrive will lead festival PR and become an official festival sponsor.

Both agencies are part of the Thrive group. The appointments come as Mardi Gras prepares for its 2027 festival and the parade’s 50th anniversary in 2028.

Corporate and festival responsibilities

Acuity’s remit covers corporate, issues and policy communications, alongside executive and reputation communications.

Thrive will manage the festival’s creative communications, including media relations, launch events, influencer activity and brand partnership support.

Sydney Gay and Lesbian Mardi Gras CEO Jesse Matheson said the partnership would support communications across both the festival season and the organisation’s broader work.

“We are delighted to partner with Acuity and Thrive, both for the season and more broadly. We remain strong advocates for the power that joy and celebration of our community can bring, and are excited to work closely with the passionate and creative teams at Acuity and Thrive to continuously improve how we tell our amazing stories.”

Work begins on 2027 festival

Thrive founder and CEO Leilani Abels said the appointment also reflected the agencies’ commitment to inclusion.

“For Thrive and Acuity, the work for SGLMG comes down to two things: protecting the LGBTQIA+ community's home and celebrating its joy. We are delighted to partner with Jesse Matheson and his team to ensure that the organisation, its people, its partners and its community get the recognition they deserve. For our agencies, Thrive and Acuity, this is also a special opportunity for our team and is part of our commitment to inclusion, inspired by the lived experiences of our people.”

The partnership begins with preparations for the 2027 Sydney Gay and Lesbian Mardi Gras Festival, which runs from 12 February to 7 March. The parade will take place on Saturday 6 March.