INDUSTRY PROFILES

I’ve been in the PR industry since my late teens, working part time for Sydney companies while studying for my Bachelor of Media Communications. After some amazing positions at PR agencies and in-house, I had my ‘its now or never moment’ in 2014 and launched The Audience Agency. We’re a boutique communications house formed of six team members, based in Paddington representing a contemporary client portfolio. As director I’m super hands-on and work closely with my team to oversee all campaigns and projects.

Our name says it all – The Audience Agency specialises in communications campaigns that amplify a brand story to its target audiences. We’re not hemmedin by the traditional PR model and every campaign works back from the question ‘who do you want to reach, and what do you want them to hear?”

In terms of services, we excel in modern comms areas like influencer relations, brand alignments and collaborations, balancing these creative activities with established PR tactics such as media relations.
When we started we worked mainly with fashion and lifestyle brands but four years on, our food and drink division is in demand and we’re also making waves in the tech / digital brand space.

We work across lifestyle, technology, fashion, hospitality and luxury. Some of our longest standing clients include Watsons Bay Boutique Hotel, Tinder, Fame and Partners and The Academy Brand.

The industry has shifted massively over the last couple of years from traditional PR and media relations to new concepts like brand and media partnerships, influencer alignments and creative activations. Today our work is much more marketing-orientated and we’re moving away from old school communications like sending out a press release to gain coverage. Consumers now have an insatiable appetite for content and are savvier than ever. Thanks to The Audience Agency’s boutique nature, our dynamic team can stay nimble and innovative, adapting quickly in response to the constant industry developments.

I love the fast paced nature of the industry – never a moment to sit back and get bored! And I love my business for its flexibility to change, adapt and grow with the evolving media landscape.

Only the dull stuff – financial admin, IT issues or if I get a parking ticket when a meeting overruns!

Starting The Audience Agency at 23. Only in hindsight do I realise how bold that was.

I never kiss and tell…first rule of PR!

I’m continuing to roll with industry developments and develop our content services further, plus we’re working on new creative campaigns for our brand stable in the fresh financial year. On the side I’m planning my wedding later this year.

I think I’d get into the world of interior design. After re-doing our office I’ve got such an appreciation for it.

@theaudienceagency
@montarnamcdonald
montarna@theaudienceagency.com.au