New agency Acuity targets trust and complexity in corporate comms

Thrive PR has launched a new sister agency as it looks to tap what it says is a growing demand for more specialised, senior-led corporate communications advice.

The agency, Acuity, will operate as a standalone brand with its own leadership and focus, while drawing on Thrive’s network, scale and experience. Founding managing director Snezna Kerekovic will continue to hold a senior leadership role across both businesses.

The move reflects what Kerekovic describes as a widening gap in the market, as organisations face more complex stakeholder environments and a growing trust deficit.

“At its core, human-centred communications is about recognising that even in complex corporate or policy environments," she told Marketing-Interactive. "You're still communicating with people and people respond to clarity, not complexity.

“In practice, it means translating high-stakes matters into clear, compelling narratives that stakeholders can understand and trust.”

While the launch comes amid rapid growth in AI-driven content, Kerekovic said the agency is not positioned as a direct response to automation, but rather to the broader challenges it creates.

“AI is accelerating content creation and, in some cases, misinformation, which makes clarity, judgement and human insight more important than ever,” she said.

“Rather than competing with AI, we see our role as helping leaders cut through that noise with credible, thoughtful communication.”

Acuity launches with foundation clients including BYD, Reddit and Pearson, and will offer services spanning stakeholder engagement, crisis and issues management, executive positioning and content. The agency will operate across Sydney, Melbourne and Brisbane, with plans to expand its senior team as demand grows.

Kerekovic said the creation of a separate brand allows for a more focused operating model, while still benefiting from Thrive’s broader capabilities.

“Corporate communications has become increasingly complex, but many models haven’t evolved with it,” she said.

“Clients are looking for more focused, senior-led advice that can operate with speed and clarity. Acuity is our response to that.”

The launch is positioned as a standalone move, rather than part of a broader structural shift following the recent appointment of former DDB global chairman Marty O’Halloran in an advisory role at Thrive.