Tonic Communications Opens Brisbane Office, Hires Subway PR Director

Trans-Tasman PR agency Tonic Communications has expanded into Brisbane, appointing Amelia Oberhardt as Media and Communications Director to lead its Queensland operations.

Appointment Details and Role Scope

Oberhardt joins Tonic from Subway, where she served as PR and Corporate Social Responsibility Manager for Australia and New Zealand. She brings more than 20 years of experience across radio, television, podcasting, public relations, and event management.

The role was created specifically to support Tonic's growing list of Queensland-based clients. Managing Director Georgia Coleman described Oberhardt as "sharp, connected, and someone who gets what it takes to cut through in a meaningful way."

Coleman also pointed to the challenge of standing out in a crowded content environment. "With so much content being created, and AI only accelerating that, the real value now is knowing what's worth saying, and how to make it land," she said.

Oberhardt cited Tonic's focus on earned media (editorial coverage and third-party endorsements, as opposed to paid advertising) as a key reason for joining. "What stood out to me about Tonic is the way the team approaches earned PR. It's thoughtful, considered, and focused on what will actually make an impact," she said.

Brisbane Marks Third Hub in Roughly 12 Months

The Brisbane office is Tonic's third location, alongside Sydney and Auckland. The agency launched in February 2024 under the Attivo Group, a marketing services network that also includes agencies 303, Mediahub, and Hill Holliday, with operations in both ANZ and the United States.

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Mission MediaMission Media

Attivo ANZ CEO Sue Squillace confirmed the agency has recorded year-on-year growth across both Australian and New Zealand markets since launch. Squillace credited Coleman with expanding "capabilities, scope and footprint" while collaborating across the Attivo network on accounts including RSPCA, Bosch, Arla Foods, and the Women's Asian Cup 2026.

Coleman was promoted from General Manager to Managing Director following the agency's growth performance. She joined Attivo in March 2023, meaning Tonic was built under her leadership from its inception.

Client Portfolio Spans Consumer, B2B, and International Sport

Tonic's current client roster includes Shoof International, a footwear brand undergoing a full ANZ rebrand. The mandate covers PR, social media, and brand strategy across both markets.

The agency also holds communications responsibilities for the Women's Asian Cup 2026, a major international women's football tournament with significant Asia-Pacific reach. That account was secured through Tonic's work within the broader Attivo Group network.

No revenue figures or client budget details were disclosed publicly.

Queensland Expansion Reflects Broader Regional Investment

The decision to hire at director level in Brisbane, rather than servicing Queensland clients remotely from Sydney, signals a commitment to building local relationships in the market. Tonic's service offering spans earned PR, influencer marketing, social media, content, events, and activations.

Coleman stated the agency's focus remains on "delivering work that earns attention and creates real, lasting impact," with plans to continue growing its people and geographic presence.