Independent creative communications agency, alt/shift/, has announced the appointment of AI specialist, Tommy Hyde. Having worked alongside the agency's leadership team, has been tasked with building proprietary AI tools and systems, whilst working alongside clients to identify opportunities within their teams and business.

The appointment comes as alt/shift/ launches its first propriety tool, The Culture Wire. Conceived by the agency's Head of Social and Content, Damian Davitt, The Culture Wire is an AI-powered system that analyses patterns across media, online conversation and behaviour, and identifies cultural momentum before it reaches the mainstream.

alt/shift/'s Melbourne Managing Director, Sam Vassos, said: "At a time when a lot of people are talking about the impact or opportunities AI brings, we’re proudly investing and implementing smarter, more effective ways to deliver for our clients. Tommy's expertise gives us the technical capability to genuinely capitalise on what AI can do, and we're already seeing the impact of that across the agency.

"In PR and social, timing isn't just important - it's everything. Cultural moments, news cycles, trending conversations move fast, and if you're not structured to capitalise immediately, you're perpetually reacting instead of leading. Our clients are loving the pace at which we're able to bring them genuine opportunities, not missed moments."

Gillian Keung has stepped into the role of Director, Media Relations, Asia Pacific at Fresenius Medical Care. Based in Singapore, she leads the company’s regional media engagement strategy and oversees additional communications functions, including crisis management and content development.

She most recently served as Director, Brand Strategy, Asia Pacific at the organisation, and brings two decades of communications experience across the professional services, manufacturing, and healthcare sectors.

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