Clare Gull moves into early education sector

Sydney-based independent agency, Electric Collective, has announced a series of new client wins, including Adyen ANZ and Magnum ice cream.

The agency has been reappointed by Adyen ANZ for 2026, entering its fourth consecutive year managing the organisation’s events programme. The renewed scope includes four events across Australia and New Zealand, spanning executive dinners, retail safaris, and brand experiences. Across the partnership, Electric Collective has delivered six events to date, with three additional activations scheduled for 2026.

Electric Collective was also engaged by Magnum ice cream to deliver a multi-channel programme to drive cultural relevance and positioning, spanning Sydney and Coachella 2026. The campaign combined a paid influencer strategy with an earned-led experiential programme.

Founder and Director at Electric Collective, Ali Smyth, said: “Securing both the continuation of our long-term partnership with Adyen (both locally and globally) and a global campaign with Magnum reflects the type of work we are focused on building - culturally relevant, strategically led, and executed across both earned and influencer channels, always with a long term successful partnership at the core. We are seeing increasing demand from brands for integrated programmes that move beyond traditional PR, and these wins reinforce our position in delivering that at scale.” 

Claudia Crosby has started a new role as Head of Marketing, PR & Communications ANZ at Ralph Lauren. She most recently spent four years running her own marketing and communications consultancy, working with brands across lifestyle, beauty, and luxury sectors.

Prior to that, Claudia spent more than nine years at Estée Lauder Companies, where she led marketing and comms for the ANZ region across its various brands. 

Independent earned and social creative agency, alt/shift/, has been appointed by Chery Motor Australia to manage the PR retainer for automotive brand, OMODA JAECOO, in the Australian market.

The agency will lead earned media relations for OMODA JAECOO, with the aim of growing the brand’s presence across the Australian media landscape through press office management and proactive ideation.

Roy Munoz, Chief Commercial Officer at Chery Motor Australia, said: "OMODA JAECOO has had an extraordinary start in Australia and earned media is a critical part of how we continue to build the brand's credibility and presence. alt/shift/ brings the strategic thinking and media relationships to help us do that, we're excited to have them as our partner."

Sam Vassos, Managing Director, alt/shift/ Melbourne, said: “OMODA JAECOO is one of the most compelling brand stories in Australian automotive right now. The growth trajectory is extraordinary and the product is genuinely earning its place in the market.

“We’re thrilled to bring our earned media thinking to a brand with this much momentum and help tell that story in a way that cuts through.”