Hi, I’m Renae
I work with clever brands
that want to appeal to a bigger audience.
Every project I take on starts with the same question: what do you want people to feel about the brand, and where are those people getting their information from? Everything else - the publicity, media interviews, the events, the campaigns and the TV programs, are just the tools we use to get you there.
I work at Director level, which means I'm not handing your account to a junior after the first meeting. I conceptualise the strategy, build the campaign, assemble the right specialists and see it through to delivery myself.
What That Looks Like
Brand and PR strategy. Positioning, messaging and campaign development for brands entering new markets or reintroducing themselves to old ones. I've spent 15 years doing this across Australia, the UK, Asia and the Middle East, so "how will this land in a different culture" is a question I answer from experience rather than guesswork.
Events and experiences. From intimate chef collaborations to festival-scale programming, I design events people talk about afterwards, because an event nobody mentions is just expensive catering.
TV and branded content. I bring visual storytelling to brands: branded series, campaign films and presenter-led content that people actually want to watch. Having sat in both the writer's room and the boardroom as well as hosted my own program, I know how to make content that serves the brand without feeling like an ad.
Consulting and advisory. For brands that have an in-house team but need senior strategic input: campaign reviews, launch planning, crisis counsel, or a straight answer about why something isn't working.
Who I’ve Done It For
My client list is deliberately hard to pin down, and I like it that way.
I've built campaigns for global restaurant brands like Swiss Butter, designed event concepts for Vivid Sydney and Marina Bay Sands, and worked with the Singapore Tourism Board and Destination NSW on food festivals that ensured a destination tells the right story.
I've launched boutique hotels in France, Morocco and Sydney and worked with airlines programs like KrisFlyer, cultural institutions like M+ in Hong Kong, and celebrity chefs like Nelly Robinson. On the lifestyle side, the range runs from technology startups like LiVELY all the way to the GOAT of puzzles, Rubik's Cube, and somewhere in between all of that I've written for television too.
Through The Atticism, the PR agency I founded in 2012, I've run campaigns for hospitality and lifestyle brands across the UK and Australian markets, alongside tourism boards, restaurant groups and cultural institutions throughout the Middle East, Australia, Asia and Europe.