Tonic Communications pushes into Brisbane with senior PR hire

Tonic Communications is expanding into Brisbane, appointing Amelia Oberhardt as media and communications director as it builds out its Australian footprint.

Based in Brisbane, Oberhardt will work across Tonic’s growing client roster, including newly secured Queensland accounts. The agency currently operates out of Sydney and Auckland, with the move marking its first dedicated presence in the Queensland market.

Oberhardt joins from Subway, where she was public relations and corporate social responsibility manager for Australia and New Zealand. She brings more than two decades of experience across radio, television, podcasting, public relations and events.

Tonic managing director Georgia Coleman said the appointment reflects both the agency’s growth and the changing role of communications.

“With so much content being created, and AI only accelerating that, the real value now is knowing what’s worth saying, and how to make it land,” Coleman said.

“That’s exactly what Amelia brings.”

Oberhardt said the agency’s approach to earned media was a key factor in her decision to join.

“What stood out to me about Tonic is the way the team approaches earned PR – it’s thoughtful, considered, and focused on what will actually make an impact,” she said.

“I’m looking forward to building on that and continuing to grow the agency’s presence here in Queensland.”

The appointment comes as Tonic continues to expand across Australia and New Zealand, following its launch in 2024.

The agency is part of Attivo, a marketing services group with operations across Australia, New Zealand and the US, including agencies such as 303, Mediahub, Farrimond, DNY and Hill Holliday.