We’re kicking off 2026 with major momentum, announcing a wave of new client partnerships alongside strategic investments in talent and our new, mission-focused website. 

 

These advancements create new opportunities for conversations, content and connection while also further reflecting our reputation as a champion for those committed to positively shaping society. 

 

Client Updates

 

SOCIETY’s new client partnerships are driven by the agency’s people-first approach and its belief in sparking meaningful brand connections rooted in purpose and community to achieve measurable business impact. Brands new to SOCIETY include: Movember, Rundle Mall, Navair, Hard Truth Distilling Co. and Do Good Crew.

 

“We’re fast out of the gate in 2026, and it’s our year of purposeful impact focused on work that actually moves the needle,” says SOCIETY CEO + Founder Dena Vassallo. “Sparking meaningful conversations with partners navigating change creates real opportunities for fresh ideas and better storytelling.”  

 

SOCIETY’s integrated approach helps brands authentically connect with global audiences in an increasingly fragmented media environment.

 

“The accelerated growth we’re seeing speaks to a real appetite for work that emotionally connects with people and encourages substantive community building,” said Katie Rosholt, Managing Director, SOCIETY U.S. 

 

Commitment to People

 

As SOCIETY continues its strong momentum in client growth, the agency equally celebrates the people whose creativity and dedication power every successful campaign.

 

SOCIETY’s experienced Executive Leadership Team (ELT), is composed of people who have a long-standing tenure at SOCIETY and an innate understanding of the agency’s vision. 

 

The ELT team steps into updated roles designed to support SOCIETY’s next phase of growth, strengthening leadership across strategy, people, technology, creativity and operational excellence, while maintaining the values that have defined SOCIETY since its inception nine years ago.

 

Alongside Dena Vassallo who continues to empower the team as Global CEO + Founder, updated ELT roles include:

• Will Lehnertz – General Manager ANZ
• Mel Huggins – Group Director Transformation ANZ
• Annike Morgan – Group Director Creative + Purpose ANZ
• Katie Rosholt – Managing Director U.S. + Global Marketing
• Jarrad Basnec – Finance Director ANZ + U.S.

 

This leadership team is complemented by a series of strategic new hires and internal promotions across the agency. 

 

With nearly 20 years of experience in PR, brand and communications strategy and events, Stephanie Ockenden joins SOCIETY as Brand + Communications Director + Market Lead based in Adelaide. Ockenden will oversee SOCIETY’s operations and client partnerships across SA, WA and NT.

 

Recent internal promotions include:

• Lucy Brewer – Senior Client Lead, Sydney
• Sorcha Delaney – Manager, Sydney
• Meriel Killeen – Senior Manager, Adelaide
• Jess Sexton – Consultant, Adelaide
• Maisie Callcott – Associate Director, U.S.

 

SOCIETY Brand Expression

 

SOCIETY’s refreshed website produced by its in-house Creative and Production team, follows a brand refresh and offers a streamlined experience designed to make it easier to find services, explore case studies and showcase the agency’ s global mission.

Communications leader and SOCIETY founder Dena Vassallo has launched CREW, a new communications intelligence company built to address one of the industry’s most persistent challenges: turning an abundance of communications data into meaningful measurement and actionable intelligence.

 

CREW connects signals from across communications, audiences, media, reputation, LLM visibility and the broader market to help organisations understand what matters, what’s working and what to do next. 

 

“There has never been more communications data available to brands, yet proving what communications is actually achieving remains incredibly difficult,” Vassallo said.

 

“We have measurement tools everywhere, but too often we’re still measuring channels, outputs and individual metrics in isolation. The result is more reporting, not necessarily more understanding.

 

“CREW is being built around a different question: what actually matters to this organisation, and how do we measure whether communications is moving it?”

 

The platform enables organisations to bring together and connect the signals relevant to their business and build more meaningful measurement systems around their communications objectives to give teams more clarity.

 

It then uses intelligence and AI-enabled analysis to help surface what is shifting, what may be driving it and where communications and marketing leaders should focus next.

 

The company has been established independently of SOCIETY, with CREW designed for use by brands, communications teams and the broader communications industry.

 

The idea for CREW emerged from Vassallo’s experience working with senior marketing and communications leaders through independent marketing communications agency SOCIETY, which she founded in 2017.

 

“Over the years I’ve heard the same frustration from brands again and again: I know communications matters, but I need a better way to demonstrate its impact.

 

“CREW is our answer to that problem.”

 

Its name reflects the philosophy behind the technology: that individual signals become more powerful when considered together.

 

Much like a crew working in synchronisation, the platform connects different sources of intelligence to create a clearer view of what is happening around an organisation and whether its communications are having the intended impact. 

 

Vassallo said the ambition is to help move the industry from communications reporting towards communications intelligence.

 

“The opportunity isn’t to give communicators more data. They already have it.

 

“It is to give them greater clarity, stronger measurement and the intelligence to know what matters and what to do next.”

 

CREW is initially opening to a limited number of organisations for demonstrations and early access.

 

Register your interest at withcrew.com for early access, a demonstration and a first look at the future of communications intelligence.

A huge congratulations to our CEO and Founder, Dena Vassallo, for being recognised at the Mumbrella Awards as Industry Leader of the Year.

 

Australia’s marketing, media and creative talent was recognised at the annual Mumbrella Awards on Thursday 26 July at the Star in Sydney.

 

This award is a testament to Dena’s fearless energy and purpose-led leadership that challenges the norm and helps shape a better society.

 

“Dena was described by our judges as pushing the industry forward with her commercial leadership and willingness to invest personally in initiatives that benefit the wider sector,” said the judges.

 

“Dena is putting her money where her mouth is for the good of the industry, while absolutely smashing it with her own business. Congratulations Dena.”

 

Congratulations to all the leaders who made the list and are shaping a better, braver and stronger industry.

We’ve proudly partnered with a host of new clients across a diverse range of industries, cementing our position as the champion for brands working to positively shape society.

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New client partnerships in the last six months include:

• Magnum Ice Cream Company
• Minda
• City of Holdfast Bay, Jetty Road Mainstreet Committee (Glenelg)
• PixelForce
• Rydges Hotels & Resorts 
• Violet Crumble (U.S.)
• YPulse (U.S.)

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“At SOCIETY, we’ve always believed that purpose, people and profit can – and should – thrive together,” says SOCIETY CEO and Founder Dena Vassallo. 

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“These new partnerships prove that brands are looking for partners who can blend bold ideas with meaningful impact. Our global teams at SOCIETY consistently deliver great work that moves culture, community and business forward.”

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The new client wins build on a series of several major milestones for SOCIETY including:

• The Australian team being shortlisted for PRWeek Global Awards: Best Agency and CPRA Golden Target Awards: Best Agency and Industry Leader
• The SOCIETY STUDIOS achieving its most profitable financial year to date
• First partnerships with brands in the UK 
• The one-year anniversary of SOCIETY U.S., which has played a pivotable role in the agency’s international growth.

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“Over the past year, we’ve partnered with brands across the beauty, food, tech, health and financial sectors delivering strategic campaigns rooted in purpose and impact,” said U.S. Managing Director, Katie Rosholt. 

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“As we look ahead, we’re energised to build on this momentum and collaborate with brands that share our vision of creating meaningful change and leaving a lasting imprint on society.”

SOCIETY is proud to represent a suite of long-standing partners including Woolworths, Optus, Unilever, Stockland and more, putting people and community at the heart of its approach to marketing communications.

For the last three months, Optometry Australia has been calling on Australians to prioritise the eye health of the entire family, urging parents and caregivers to book their child in for an optometrist appointment via a myopia awareness campaign titled Off Screens, Outside, Optometrist (OOO).

 

The campaign was produced by SOCIETY, and created in response to the projections from a UNSW-led study that in fifteen years, half of Australians are predicted to have myopia.

 

Myopia, also known as short-sightedness, has been identified as an emerging epidemic and is a significant public health concern. The development of childhood myopia is influenced by various factors, however, prolonged screen time and insufficient exposure to natural daylight are leading causes.

 

The OOO campaign utilises a vocal sting, “Off Screens, Outside, Optometrist,” designed to become an ear worm in the minds of Aussies, and join the vernacular encouraging healthy behaviours that will help manage, reduce, or prevent myopia risk.

 

SOCIETY Creative + Purpose Director, Annike Morgan, said: “The goal of the OOO campaign creative was to tell a relevant story that would engage with Aussie parents and highlight the importance of keeping an eye on our children’s eye health. The visual elements of the campaign, including its animated lock up and audio sting, were produced with the aim of creating memorable impact driving simple actions to access optometry care and avoid vision loss.”

 

With a portfolio that continues to grow, SOCIETY is managing the full production of creative campaigns, offering clients an end to end service from conception, strategy, brand development, content planning and production.

 

“Through campaigns like this and our recent Helping Hand campaign, we’re being guided by our SOCIETY Charter, ensuring an inclusive and considered production  that minimises our impact on the planet,” continued Annike Morgan.

 

The 30 second and 15 second creative can be seen on YouTube.

Time moves forward, so do you. This is the creative intention from the latest brand campaign for the not-for-profit Helping Hand, a Home Care, Residential Care and Retirement Village provider in South Australia.  

 

Our creative services arm has brought Helping Hand’s offering to life via a powerful advertising campaign aiming to reshape public perception of aged care, and reinforce its commitment to community, belonging and human connection.

 

A 30-second and 15-second creative film was designed, shot and edited by the SOCIETY team, beautifully curated with a mix of live action and animation. Aimed at showcasing the contrasting pace of life and it also evokes how, no matter the life stage you are in, you can move forward and enjoy what’s next with Helping Hand by your side.

 

A trusted partner in aged care and wellbeing services, who has been in South Australia for more than 70 years, Helping Hand is positioned not just as a service provider, but a community that celebrates belonging and living well at every age.

 

SOCIETY Creative + Purpose Director, Annike Morgan, says; “Helping Hand gives its clients, and their families, time. We wanted to celebrate this in the creative, highlighting that time can include moments of haste, doubt and chaos, which often occurs in the middle stages of life, but Helping Hand can alleviate that worry by allowing families to enjoy moments together instead.”

 

Vicky Brett, Helping Hand Manager Marketing and Communication, says; “This campaign reflects the values we live every day of kindness, respect, and making every person feel seen and supported. It’s a reminder that aged care isn’t about endings – it’s about meaningful living, with a helping hand.”

 

With a portfolio that continues to grow, following the launch of Optometry Australia’s ‘Off Screens, Outside, Optometrist’ (OOO) campaign campaign earlier this year, SOCIETY is managing the full production of creative campaigns, offering clients an end to end service from conception, strategy, brand development, content planning and production.

 

“We’re also living our SOCIETY Charter which is guiding the way in which we operate and provide our creative services. Not only was the production inclusive and our team well considered, we’re proud to work with an organisation like Helping Hand that is vital to the families and older people of South Australia. Our production also managed to minimise carbon emissions – only reported to produce 1.06 tCO2e compared to an average production of carbon emissions value of 6,” continued Annike Morgan.

 

Currently running on television with social media on the way, the Helping Hand brand campaign will air across South Australia with the aim of reaching families who are in need of a Helping Hand.

 

The 30 second and 15 second creative can be seen on YouTube.

We are thrilled to have been one of the most awarded companies of the night with four CPRA Golden Target Awards, including the coveted Agency of the Year (Medium). The acknowledgment is a testament to our creativity, collaboration, and excellence in the communications field on the back of a significant 2024 with expansion into the U.S. market.

 

Formerly known as the PRIA Golden Target Awards, additional categories of recognition at CPRA this year include Gold for Best Community Relations and Engagement Campaign with the Australian Education Union, Bronze for Dena Vassallo as PR Leader of the Year, and Bronze for Regional Communications Campaign with Flinders University.

 

Our CEO and Founder Dena Vassallo said, “Winning PR Agency of the Year, as well as three additional CPRA Golden Target Awards, is an incredible honour and a reflection of the dedication and passion of our team across the country, and the collaborative partnerships we share with our clients.

 

“With our recent launch into the U.S., we’re excited to continue spreading our ethos of working hard, being kind, and above all, putting people at the heart of everything we do.

 

“These awards are a special way to (almost!) wrap up 2024, and we can’t wait to deliver more excellence for our clients, both across Australia and in the U.S., in 2025.”

 

As SOCIETY looks to the future, we remain committed to building strong client relationships, embracing the best and the newest industry talent, and setting benchmarks for creativity and excellence in the marketing and communications industry.

We are excited to finally announce that we have expanded into the United States.

 

Founded by our CEO Dena Vassallo in 2017 in Australia, we continue to deliver marketing and communications solutions for brands and organisations, making a positive impact in the communities where we all live, work, and play.

 

Vassallo commented the launch of SOCIETY in the U.S. comes at a time when brands are looking for more authentic connections with consumers, despite a depleting attention economy.

 

“When I started SOCIETY, I envisioned an agency that would put people—our communities, our society—back at the heart of everything we do. SOCIETY U.S. is part of our planned expansion of our successful Australian model, and award-winning teams, while keeping our ‘work hard, be kind’ mantra alive.

 

“Clients choose us because we’re built for business impact regardless of budgets and because we deeply understand the markets we serve. SOCIETY has proven we can bridge the gap between brand and community to spark more meaningful brand connections.”

 

SOCIETY U.S. is based in Chicago and led by the wonderful Katie Rosholt, an expert brand builder with more than 20 years of global agency and brand experience, including VP of Global Marketing at Vital Proteins and SVP of Marketing at Pvolve.

 

“Starting a purpose-driven marketing agency that is led by women fills a critical gap in the U.S. market. With a robust mix of in-house experience along with the hustle of agency, our team is well-positioned to deliver for our clients because we understand their needs from day one,” Rosholt said.

 

“Having had the privilege of working with Dena previously in the U.S. and now as partners in expanding SOCIETY into the U.S. market, I can attest to her exceptional leadership and enduring impact.”

 

Rosholt and Vassallo’s relationship spans nearly 20 years. The duo met working together at Edelman, Chicago in 2006.

 

“Chicago is the perfect location to begin our U.S. expansion, as it feels like coming home. I’m proud to have Katie leading our U.S. team and excited to see her years of brand and agency experience deliver a different way of thinking from traditional agencies,” Vassallo continues.

 

Supporting the U.S. team is Will Lehnertz, a communications and brand storytelling expert, with a career that spans several high-profile organisations, including Qantas, Woolworths Group, and most recently, Netflix, where he focused on film & series publicity for Australia and New Zealand. Prior to that, Lehnertz worked in Los Angeles at The Ellen DeGeneres Show across the branded entertainment and new business team.

 

The team is rounded out by Minnie Arnold whose background spans across marketing, communications and operational roles at legacy entertainment companies and digital media startups such as: Filmhub, Kittch, Bliss Point Media, and NBCUniversal.

 

SOCIETY U.S. currently works with U.S.-based brands who share a values-alignment across many industries and sectors including, a global financial tech company, CPG, food and beverage, and maritime trade industry. SOCIETY U.S. has already established a solid foundation with a strong growth trajectory projected for the back half of 2024.