Marketing services company, Attivo Group, has launched a new trans-Tasman agency brand, Tonic Communications, in a bid to consolidate its public relations capabilities. The new agency will be led by Georgia Coleman, who joined Attivo as General Manager PR in March last year. Tonic Communications will focus on strategic consumer public relations, social media, influencer management, content, events and activations in New Zealand and Australia.

The agency will operate under its own name, collaborating with other Attivo Group agencies, while also working on projects for its own clients. Headquartered in Auckland, Tonic will provide its services across both New Zealand and Australia. The decision to launch Tonic Communications followed strong demand for Coleman's strategic consumer communications approach throughout 2023, leading to several new business wins.

"We’ve already seen the market respond positively and clients benefit from the expertise provided by Georgia and her team, and are all excited to see these business solutions develop even further under the Tonic brand," said Cam Murchison, CEO of Attivo Group.

Murchison also emphasised the importance of offering clients a full range of strategic communications, especially in challenging conditions. He added, "We’ve always believed in the power of collaboration, and having our own, established PR agency brand allows us to continue those relationships while pursuing other opportunities and developing other capabilities outside of the group’s existing client base."

"It’s exciting to see Tonic come to fruition after a successful period of growth. Over the past 12 months, we’ve witnessed a significant demand from brands – particularly within Attivo’s agencies but also our own clients – seeking an integrated, omnichannel approach to their marketing strategies where PR is pivotal," said Georgia Coleman.

Coleman, who has experience from PR, creative and advertising agencies across New Zealand, Australia and the UK, stressed the importance of strategic and creative communications in ensuring brands remain relevant with their audiences.