AGL welcomes new appointment

Ashley Chrysler has joined Built as Senior Media Advisor. She starts the role after close to five years at Lendlease, most recently as Senior Manager External Affairs.

Prior to that, Ashley held a media relations role at Stockland, following comms roles at Ford and Bayer in Canada. 

Independent PR agency, Agent99, has entered its new financial year with the return of several client partnerships.

Agent99 has been reappointed to lead comms strategy for Click Frenzy, with a focus on driving consumer and retail media coverage and supporting their upcoming sales events.

Sustainable, Swedish outdoor lifestyle brand, Fjällräven, has rejoined Agent99's roster, as the brand continues to grow its presence in the Australian market. The partnership will focus on awareness through a mix of media and social content to strengthen engagement with outdoor, lifestyle, and streetwear audiences.

Proof Drinks Australia, has re-engaged Agent99 to support its portfolio of beverage brands, including Crystal Head Vodka, Cazcabel Tequila, Ole Smoky, Regal Rogue, and Ukiyo Spirits. The agency will drive visibility and consideration across both consumer and trade audiences through a combination of media relations and creative campaign execution.

Founder and Director of Agent99, Sharon Zeev Poole, said: "Entering the new financial year with the return of valued clients including Fjällräven, Click Frenzy and Proof Drinks is an incredibly positive way to begin the next chapter for the agency in an increasingly challenging and fleeting market.

"Long-term partnerships are something we’re extremely proud of, and these renewals reflect the trust our clients place in us to deliver strategic, results-driven campaigns consistently."

Alongside this, Agent99 has also unveiled its new Social Growth Engine, a structured programme that helps brands build social media presence through a PR focused lens.

Based on a foundation of integrated storytelling, the Social Growth Engine package aims to help companies develop their social platforms while also targeting earned media.

Sharon said that the brands winning on social right now are certainly not the ones posting the most.

"They’re the ones that stand for something clear, show up cleverly, and are being talked about beyond the feed. That’s exactly what the Agent99 Social Growth Engine is built to do. We know what consumers want to hear and makes media pay attention, and that same instinct now shapes every piece of content we create for clients in this programme," she said.

"We've been quietly developing this for a while, and we are genuinely excited to launch it publicly. The complimentary brand audit is the first step, designed to be useful, regardless of what comes next. We hope brands come away from it with a clearer picture of where their biggest opportunities lie, and if the programme feels like the right fit, we will explore next steps together." 

Nandini Prashad has taken on the role of APAC Communications Manager at Western Union.

Based in Singapore, she oversees public relations, media engagement, executive communications, and internal communications across the region. With over 12 years of experience, she has supported product, crisis, and policy communications across organisations including Intel, the British High Commission in Singapore, and A*STAR.