Independent PR agency Romano Beck (pictured) has agreed to provide PR services under a new deal with Cummins & Partners. The accord sees Romano Beck staff move into Cummins & Partners’ Melbourne and Sydney offices.  As a result, Cummins will have access to Romano Beck’s marketing capabilities such as PR, influencer management, events, and corporate communications.  “When we started the business seven years ago, we said PR is changing, and so are we. The days of pumping out media releases to disinterested journalists are gone, and we work harder than ever before to influence,” said Romano Beck founders Judy Romano and Gareth Beck. “Our partnership with Cummins&Partners is an exciting moment for us. Working hand in glove with creative and media is how we have always played, and formalising our offering builds a strong foundation for future growth and innovation.”

Thrive PR + Communications is wrapping up the week with new staff announcements. For the Sydney branch, Mike Alexander comes in as account director, having exited a senior account manager post at the Zeno Group. Jenna Woods is a new senior account manager, coming from a similar role at Ovato Communications. Over at the Melbourne office, Bianca Cowie signed in as account manager. She recently stepped down from Mkt. Communications after four years rising from account coordinator to account manager. Robyn Rigoli joins Cowie as account executive, coming from Icon. “We are delighted to welcome new members to the Thrive family. These appointments contribute to our continued growth in Australia and New Zealand as well as the ongoing diversification of our client services in particular building on our business, technology and gaming expertise,” said agency founder/managing director Leilani Abels.

Marcomms agency Agent99 has won the account for international healthcare brand SFI Health.  The new deal will see Agent99 work on media strategy and marketing for SFI’s health supplement Flordis KeenMind.  The work will include market research, brand ambassador deployment, and creation of paid content, with the main objective to generate more awareness of Flordis KeenMind in Australia. Agent99 founder/managing director Sharon Zeev Poole was elated with the new client win. “The COVID-19 crisis brought challenges to our industry that were some of the hardest hurdles I have faced in my career. Fortunately, our team was able to push through the ever changing environment and marketplace, and tirelessly work to pitch creative ideas and strategies that have helped us to secure some incredible opportunities into this new year. We are exceptionally excited to be working with Flordis who are so open to innovative ideas in the healthcare space,” she said.

Jacqui Abbott has vacated her managing director post at opr agency Pulse. The agency stated that she moved on to Foxtel to be its group director of content communications, where she will handle publicity and events for the company’s streaming services.  Abbott was with the Pulse organisation since January 2015, joining up as director. She would later move up to deputy managing director in March 2017 and then managing director in early 2018. Pulse chief digital officer Dan Young will be Abbott’s successor. “For the past four years she has led Pulse with a singular goal in sight: to bring out the best in her people and provide the best work for Pulse’s clients. Her contribution to the business, her colleagues and her clients is immeasurable and although we will lose her as a colleague she will always be a close friend of OPR’s team. We wish her every success,” said opr CEO Richard Brett of Abbott’s departure. Keep in touch with Abbott o

VIVA! Communications has appointed Julia Slater as the new general manager. She has been with the agency since March 2018 when she joined as a senior communications consultant, before taking up a role as a senior account director.  “In my new role as GM, my focus will be on the agency’s growth strategy, client management and team leadership. I’m excited to expand our business portfolio in Australia and Asia Pacific, support our team, and nurture the VIVA! culture,” said Slater. Follow Slater on LinkedIn.

Thrive PR + Communications has promoted Claire Basire as the new GM. The new post will have Basire retain her previous functions as business director, adding national client experience/service and business development duties to her remit.    Basire had been business director since joining the agency in August 2017, following three years as group account director with Adhesive PR. “At Thrive PR + Communication we live every day by our definition which is to grow vigorously, flourish and be successful. This is part of our DNA and applies to our business, our team and our clients. I am delighted to take this next step with Thrive and see the company grow further,” said Basire of her appointment.

Havas Media has started agency representation for American discount clothing retailer TK Maxx.  The new deal will see Havas Media support the company in media-related service and marketing campaigns. The campaigns include preparations for a resurgent shopping period.  Established in Massachusetts, USA, in 1976, TK Maxx offers designer clothing at high discount prices. The company’s Australian arm has at least 60 branches spread all over NSW, SA, and Queensland. “TK Maxx has made a big impression on the market since its launch and we’re delighted to partner with them to support their next phase of growth as they continue to highlight their unique point of difference to capture the interest of shoppers. Our goal is to ensure that every dollar invested is focused on delivering growth by carefully working with meaningful media channels,” said Havas Media CEO Virginia Hyland.