Meta has enlisted the services of Icon Agency and Snack Drawer in Australia, and Pead in New Zealand, as its PR agencies of record.

The appointments come on the heels of a competitive pitch process and a series of high-profile innovation product and brand announcements from Meta.

Icon Agency and Pead will be tasked with delivering a blend of corporate, B2B, policy, and consumer communications in Australia and New Zealand respectively. Snack Drawer, on the other hand, will be focusing on creator, consumer, youth and digital communications activity for Instagram.

Meta A/NZ Director of Communications, Joanna Stevens, praised the chosen agencies for their "mix of creativity, insight, hunger and deep industry expertise".

"Icon, Pead and Snack Drawer best recognised Meta's role in building technology that creates, inspires and brings people together. Our new trio of agencies, all with specialty skill sets, and underscored by an intimate understanding of our customers, will help bring this ambition to life," she stated.

Icon's Executive Director of Communications, David Radestock, reciprocated the enthusiasm, highlighting the importance of technology and human connection in their upcoming work with Meta.

Sarah Munnik, Partner at Pead, underscored Meta's role as a "destination for brands and advertisers looking to scale up or grow". This sentiment was echoed by Snack Drawer CEO and Founder, Jamie Searle, who pointed out the synergy between his business focus and Meta's objectives, particularly in relation to Instagram.

The agency appointments come amid a flurry of product releases from Meta. These include the new mixed reality headset Quest 3, Ray-Ban Meta smart glasses, new AI experiences across its family of apps and devices, and the return of Instagram’s First Nations Creator Program for a third year.