THE LITTLEBOOK OF US

Let’s talk about how our endeavours can champion yours

ABOUT US

The Atticism is a boutique PR agency based in Sydney.

Founded in 2012, The Atticism has become the go-to agency for people who are tired of ‘textbook’ PR, and are looking to try something new.

We help our clients appeal to those who look beyond the commonplace; we reach the individuals who respond best to the unconventional and unexpected. Rather than simply writing and distributing media releases each month, at The Atticism we focus on developing emotional connections between brands, journalists and the public.

We believe that when it comes to PR, if everyone else is going one way, it’s often better to find a different path, one less travelled, that can surprise and delight people. It is only by creating new and interesting ways to reach your audience that your brand will stand out from the crowd.

The Atticism is a tight-knit team who work closely together to share ideas, troubleshoot problems, and produce great results. As such we have a commitment to a healthy work/life balance for all our staff, and in 2017 we were nominated as finalists in the Mumbrella CommsCon Awards as Best PR Employer. We have been interviewed across TV, radio, print and digital media about our philosophy, and we strongly believe that a flexible and balanced approach encourages maximum productivity, efficiency and the best results for our clients.

RENAE

Renae is the Founder and Managing Director of The Atticism

and oversees the activity on all client accounts. Renae brings with

her the precision and expertise of ten years’ experience in an

executive level legal role, combined with the industry and media

networks she gained through her appearance on MasterChef

Australia, as well as her subsequent event, program and television

hosting roles. 

Renae is an awarded and well-respected Executive in the public relations and brand development

sector and has been acknowledged for her professional success in the

hospitality and tourism industry both in Australia and overseas. Renae shares her time between Australia and Europe, allowing

her to offer internationally aligned strategy and growth prospects to

The Atticism clients.

BEN

Ben has over fifteen years’ experience in business

development, tourism, marketing and partnerships. Ben is a

creative, strategic and passionate publicist with experience creating

and delivering innovative communication strategies at an

international level. 

His experience includes working as a Senior Executive with Tourism

Australia in their international markets, and more recently as the Food and Wine Sector Specialist at Destination New South Wales in Sydney.   Ben also managed

Destination NSW’s involvement in the hugely successful Restaurant

Australia program and gained valuable contacts in the tourism and hospitality sector that have cemented his reputation in the

industry. 

Ben holds a Masters in Gastronomic Tourism, is a co-owner of Sydney Beer Week and was the executive producer on the series

PLONK.

ANGELA

Angela has had a high-level career in client management, public

relations, celebrity management, event management and brand

activations. Angela’s media career started by working with various

newspapers before taking on client management roles for the likes

of delicious magazine and Vogue Entertaining and Travel.

Thereafter, Angela managed the PR and Events for Sydney hotspot, Toko Restaurant and has worked in-house global brands including

Café del Mar. A highlight of Angela’s career is managing global

celebrity chef, Jamie Oliver’s, promotional and social itinerary

when he is in Australia.

Angela prides herself on her little black book of contacts in the

media, industry and celebrities and is very hands-on, offering high level

attention to detail.

MAGGIE

Having completed a Bachelor of Public Relations and Marketing in Perth, Maggie headed East to expand her career and be closer to the big brands and media in

Sydney. Once here, Maggie quickly realised her passion for writing

and brand strategy far outweighed throwing parties and festivals.

For the past 8 years, Maggie has helped increase brand value

through clear strategic PR direction, brand activations and social media management. She has worked with national events like SLAM Festival

and The Winter Festival, as well more corporate PR clients such as

Splend Australia, who have evolved into a multi-million-dollar company and expanded into London within 3

years of launch.

Maggie recently completed a Certificate in Project Management through AIM to appease her thirst

to always learn more.

We operate on the simple belief that the ‘same’ is boring, but ‘different’ should never compromise on quality.

PUBLIC RELATIONS

“Purposeful, planned and pertinent communication first creates and then keeps alive a mutual understanding between an entity and it’s audience.”

PR is very different to advertising and marketing. Where these two methods involve direct-purchase of promotional exposure, PR takes a much more subtle approach, seeking to influence consumers via earned media and editorial content. We bundle your individual unique offerings into appropriate stories, with the goal of positioning you as a thought or industry leader. Using third-party media endorsements, we bring your offering credibility by presenting your brand without the crude catch of an obvious agenda.

We pitch article ideas and predict trends, we plan events and community involvement, craft intelligent communications campaigns, engage in market or competitor research, write speeches and facilitate networking.

By managing and streamlining your entire brand message, we act as a central hub for all your communication. We avoid ‘bubble-gum PR’ and generic messaging which we believe is counterproductive to presenting a unique angle and a strong storyline.

We go virtual gold panning; sifting through the abundance of information surrounding your brand to identify the angles most valuable to your public relations strategy. We work with the stuff of substance that best fits your identity, discarding anything that muddies your message. We are committed to avoiding the standard ‘one-size- fits-all’ approach to PR, instead, we tailor the best touch-points for you to most effectively reach your public.

And it works. According to media experts, high-quality editorial articles can be up to six times more convincing than standard advertising. PR is only as effective as the story you tell, and the Atticism tells great stories

CONTENT MANAGEMENT

“A professional company cares about what it says, just as much as it cares about how it looks.”

There’s nothing worse than opening a professionally formatted document or a perfectly designed website to find it packed with bad grammar, awful spelling and clunky turns of phrase.

Sharp copy not only draws potential clients in, it plants hooks in people’s minds which keep them coming back for more.

The Atticism creates content that is lively, persuasive, accurate and informative. We work with our clients to ensure the language we use appeals to their audience, whilst avoiding clichéd jargon.

In this fast-moving world, ‘the less is more’ rule usually applies to content and we ensure that your message is delivered in an inviting yet concise manner.

From website content and marketing presentations, to editorial and research tasks – The Atticism can create and edit content that works.

BRAND DEVELOPMENT

“Cultivate conviction by developing & defining a key brand message and consistently deliver it.”

At The Atticism, we understand that your brand is your most powerful asset, and to effectively grow it requires a thoughtful, strategic approach.

Our approach is three dimensional: whilst we nurture your brand’s overall image and consistency through both visual appeal and written content, we also aim to strengthen the emotional connection with your customers to give more depth to your message.

Our development process is aimed to help define your brand’s personality: what it stands for, its goals, and the sentiment people feel when they think of it.

By guiding both these tangible and intangible aspects of a brand, we create a stronger identity, which breeds commitment and lifts your tune above the competitive noise.

Our messaging is crafted to deliver authenticity, clarity and consistency. When brand messages are savvy and succinct, trust is fostered, confidence is built and loyalty follows.

Whether you have a product or service brand, we’ll use our industry experience to find the unique approach which is best for you in our complex, multi-platform world.

EVENTS & ACTIVATIONS

“The smartest way to ensure your customers emotionally connect with your offering is to have them experience it.”

The Atticism is in the business of creating memories that foment a subconscious and long-term connection to your brand. Event marketing allows us to cultivate and express your individuality, first-hand.

There’s no better way of engaging with your audience than inviting them to see who you are and what you do, and events are a great way to share your ideas, thoughts and brand message directly, in an authentic way.

By hosting an event, we create three distinct opportunities for contact with your public: before, during and afterwards, and it is a popular way to generate leads and sales.

The Atticism are experts at curating events that allow your brand to interact with those who already have an interest in what you have to offer, and to generate buzz and excitement that attracts potential new customers.

We can manage any event from launch parties, expo’s, private information sessions or a one-off live performance.

Trust us to help you pick the right choice, and see it goes off with a bang.

SOCIAL MEDIA

“Just because everyone’s doing it, doesn’t mean everyone’s doing it well.”

A balanced marketing plan must now include some form of social media engagement and online community management. Unfortunately, for most people social media is simply a time consuming, expensive experience with negligible results when it comes to ROI.

To cut through saturation and counteract apathy in the face of marketing bombardment, actions on social media need to be based on unique ideas to be emotionally engaging, and must deliver a strong ‘call to action’.

Here’s a whopping stat from the 2017 Australian Sensis: Over 84% of Australians access the internet daily, and 79% of those Internet users use social networking sites (with Facebook and Instagram being the most popular), which is 10 points higher than last year. Frequency of use has also grown with 59% now accessing these sites daily or more which compares with 50% in 2016. This number has almost doubled since 2011 when it was 30%.

The Atticism partner with industry experts across SEO, social media and Adwords management. These areas of the digital field require constant skill updates, training and monitoring and we believe that unless it’s being managed properly, it’s a waste of time and resources.

We work with you to set targets for your social and digital reach. We ensure that those targets are realistic, and in line with your ROI goals. We then work closely with you to ensure you reach those targets.

The Atticism focuses on converting clicks to tangible sales or wider brand recognition through tailored content for your target demographic.

DEMOGRAPHICS

At The Atticism, we set ourselves apart because we’ve pinpointed who we work best with. In the interest of aiming high for your brand, we don’t try to be everything for everyone, rather we’ve honed our skills to effectively represent a demographic sweet spot.

Don’t be put off if you don’t fit this specific bill just yet. There may still be ways we can work together. Let’s have a chat to discover how our skillset can set you singing over the noise. Here’s what we do best:

Our client’s audience are active on the urban social scene and don’t consider themselves

mainstream

We specialise in representing clients

that fit a specific demographic profile

We relate to the 25 – 45 age bracket with medium

to high disposable income

Our clients have something unique to offer; they stand out

from the crowd

The Atticism blew us away right from the get-go, they were quicker to respond, and quicker to action

than any of the other PR companies we had contacted. Renae and

Ben understood our goals straight away and created a plan to help us achieve them, their contacts

and experience in the hospitality industry were invaluable in this.

Myself and Tom could not recommend The Atticism highly

enough and are excited about the future with them on board with us.

Simon Evans

CAVEAU RESTAURANT

Words cannot describe how much I have learnt and loved working with Renae and her team at The Atticism

for the past four months. Renae doesn’t just take the brief and

deliver like many other agencies might, she immerses fully in the project and works well beyond

scope to ensure the best outcomes for all.

She injects a sense of passion and optimism into the project yet is

fiercely focused and determined to ensure she gets results. Securing

media for charities is a really tough gig with an over-saturation of

causes, but Renae worked against many odds to secure a long list

of opportunities across TV, print, online and radio, and on a shoe-string budget. Renae has bought

a definite “joie de vie” to our campaign and I can’t wait to

work her again!

Janine Koorey

RAISED COLLECTIVE

I came to Renae pre-launch as a scrappy upstart with a very limited

budget, no history in food or hospitality but very nice packaging and a conviction my product had potential. Renae got it, and me,

immediately.

From before the beginning, Renae has shaped my brand, identified

its strengths and unique offerings and taken practical steps to

translate that brand to my potential customers.

It’s a testament to Renae’s prowess that even though I am a publicist by trade, she is the most critical

investment I’ve made in the business, and as soon as I can

afford to pay her exorbitantly I will be trying to make her my own

full time.

Chrissy Flanagan

CHRISSY’S CUTS

In the few months I have been working with the team at The Atticism, the opportunities to

collaborate, share my story and tell a wider audience about my business have been rolling in.

They really took the time to get to know me and my business values and goals which makes working together much easier. They have a thorough understanding of the world of PR and marketing, are extremely easy to communicate with and go above and beyond connecting people and ideas.

Definitely recommend making them a part of your team.’

Lisa MendozaTHE TROPICAL FRUIT TRIBE

+612 8231 6647HELP@THEATTICISM.COM

THEATTICISM.COM

CONTACT

SUITE 7.13 - ART ROOM 2 | PRECINCT 75, 75 MARY STREET | ST PETERS NSW 2044