PR agency, Agent99, has announced its first client in the AI creative space, joining as an in-kind sponsor of the OMNI International AI Film Festival.

Agent99 will lead a campaign to elevate OMNI 1.0, the festival's second awards event. The agency will be driving earned media, thought leadership and industry engagement, building on OMNI's mission to legitimise AI filmmaking as an art form, while keeping ethical innovation central to the discussion.

Founder and Director of Agent99, Sharon Zeev Poole, said that storytelling is changing, and OMNI sits at the centre of that conversation.

"When the opportunity to work with them came our way, we came on board as their in-kind PR sponsor because we really believe OMNI is not only pushing creative boundaries but also shaping the dialogue around the role of AI in the arts. As early adopters ourselves, we can't wait to champion this story and take it to Australian and international audiences.

"OMNI is an extraordinary example of how technology is expanding creative possibilities. It’s certainly not replacing human ingenuity - but rather giving us the time and space to allow it to flourish. Partnering with them is not only an exciting new chapter for Agent99 but also an opportunity to support the voices leading this cultural shift."

SEC Newgate China has appointed Aaron Pan as Partner. Based in Hong Kong, he works closely with SEC Newgate’s teams to support clients and drive new opportunities with local, regional, and international businesses.
 
Starting his career as a financial journalist at Bloomberg News before pivoting into comms, Aaron brings more than two decades of corporate communications and media relations experience spanning Hong Kong, Singapore and London. He was most recently General Manager - Media Relations at Link Asset Management and previously worked as Group Head of Corporate Communications at ONE Championship and VP of Communications at FWD Insurance. 
 
“SEC Newgate is a dynamic and fast-growing firm with an impressive global footprint that can uniquely capture the cross-border opportunities that are arising from new connections being forged between East and West. I’m grateful for the chance to join SEC Newgate at this exciting time and look forward to working together with the team to continue driving the firm’s growth and success," commented Aaron.

On Wednesday, 10^th September 2025, Telum Media hosted a discussion with Saffron Howden, National Affairs Correspondent at ACM, as part of its Telum Talks To series in Australia. Held at the Fleet Gallery & Warrane Theatre at the Museum of Sydney, the session was moderated by Telum’s John Bergin.

PR and communications professionals from various sectors attended the event, gaining exclusive insights from Saffron before engaging in a Q&A session. Attendees also had the opportunity to network with Saffron and fellow industry peers before the event concluded.

During the discussion, Saffron spoke about her career journey, including her work in media literacy and her PhD research into disinformation and helping Australians navigate it. She also shared a glimpse into her day-to-day role at ACM and what her position entails.

Saffron then went on to break down how ACM operates - from how its mastheads coordinate shared stories, to its audience profile and news consumption habits, to the ways ACM publications differ from metropolitan outlets. She highlighted that print continues to play a significant role in regional areas.

Saffron also shared how communications professionals can best pitch to ACM journalists. She emphasised the importance of rapport between PRs and journalists, describing it as a "team effort", supported by strong case studies, credible data, engaging visuals, and realistic promises. She also highlighted the value of exclusives, while noting the need to balance traditional press releases with sharp and punchy pitches.

In the Q&A session, she addressed writing for clarity and accessibility, the nuances of pitching exclusives across multiple mastheads, the differences between regional and metropolitan coverage, lessons on leadership and mentoring young journalists, and the evolving role of AI in grassroots reporting.

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