The team behind Weber Shandwick Australia has announced VOCAL, a new earned-first communications agency.
As AI changes how information is discovered and decisions are made, VOCAL believes brands can no longer rely on awareness alone. The new agency says brands need to earn authority by becoming sources that people trust, journalists quote and AI systems reference.
To help clients measure that impact, VOCAL has developed the Earned Authority Index, a framework that tracks how discoverable, trusted and influential a brand is with both people and AI.
VOCAL combines strategic counsel, earned media, creative campaigns and AI-enabled methodologies, with clients working directly with specialists. The agency uses AI to remove repetitive work to give its practitioners more time to develop ideas, build relationships and solve business problems.
Angela Malkin, Co-Founder and Managing Partner, said: "For decades, communications has been about earning attention. Today, it's about Earning Authority.
"The fundamentals haven't changed. Great ideas, trusted relationships and independent credibility still influence decisions. What has changed is how people find information.
"People search differently. Journalists work differently. AI is becoming another gateway to information. Brands need to become trusted sources across all of them, and that's why we built VOCAL."
Jami Gandha, Co-Founder and Managing Partner, said: "Clients are asking for experienced people who stay close to the work, understand their business and deliver measurable commercial impact.
We use AI to remove administration, not relationships. That gives our team more time to think strategically, create stronger ideas and focus on the work that makes the biggest difference for clients."
Joining Co-Founders Angela and Jami in VOCAL’s leadership team are Addie Freyne, Head of Strategy, who developed the agency’s proprietary methodologies including the Earned Authority Index and IDEAS Engine, and Client Director Akina Taniguchi.
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Founder of SOCIETY Marketing Communications, Dena Vassallo, has launched CREW, a new communications intelligence company. The company was created to address what it claims to be one of the industry’s most persistent challenges: turning communications data into meaningful measurement and actionable intelligence.
CREW connects signals across communications, audiences, media, reputation, LLM visibility, and the broader market to help organisations build measurement systems around their communications objectives. It then uses intelligence and AI-enabled analysis to help teams understand what matters, what’s working, what may be shifting, and where communications and marketing leaders should focus next.
The company has been established independently of SOCIETY, with CREW designed for use by brands, communications teams, and the broader communications industry.
“Over the years, I've heard the same frustration from brands again and again: ‘I know communications matters, but I need a better way to demonstrate its impact.’ CREW is our answer to that problem.
“The opportunity isn’t to give communicators more data. They already have it. It is to give them greater clarity, stronger measurement, and the intelligence to know what matters and what to do next.”
Global CEO advisory firm, Teneo, has appointed Brigid Glanville as a Senior Managing Director within its Strategy & Communications business. Based in Sydney, she will advise boards, CEOs, and senior leadership teams on corporate communications, reputation, stakeholder strategy, and complex issues.
Brigid’s appointment follows the arrival of Ben Wilson as Head of Teneo’s Strategy & Communications business in Australia, as previously reported by Telum Media. The firm said this comes as it looks to strengthen its Australian business in response to growing client demand.
Brigid brings more than 25 years of experience across corporate communications, media, and public policy. Prior to joining Teneo, she was Managing Partner, Corporate and Financial Communications at GRACosway, where she advised clients on corporate and reputational matters.
Earlier in her career, she served as a senior adviser to a state government minister, and spent a decade as a senior political editor and television news presenter. She also held reporting roles covering politics, business and key economic sectors in Australia and overseas.
Lauren Chung, CEO, Asia-Pacific Strategy & Communications at Teneo, said: “Brigid is one of the most accomplished and respected strategic communications advisers in Australia. Her judgement, experience, and connectivity will be invaluable to clients navigating increasingly complex business and stakeholder environments.
“Her appointment reflects our commitment to strengthening the capabilities we offer boards, CEOs, and leadership teams as they manage critical issues, build stakeholder relationships, and pursue their strategic objectives with confidence.
Honner has announced a series of senior promotions as it builds out the next phase of the business following its integration with FINN Partners.
Philippa Honner has taken on the expanded role of Managing Partner and FINN Financial Services Practice Leader for APAC, with Craig Morris and Sam Rockliff promoted to Senior Partner, and Natasha Moldrich, Holly Bagley and Rashmi Punjabi promoted to Partner.
The promotions reflect a broader growth agenda: using Honner’s specialist financial services expertise to help expand FINN’s financial services practice across APAC and globally, while also bringing more of FINN’s international multi-sector capabilities into Australia.