Sydney Gay and Lesbian Mardi Gras appoints communications agencies Acuity and Thrive in new retained agency model
Sydney Gay and Lesbian Mardi Gras (SGLMG) has appointed Acuity Communications Advisory and Thrive PR & Communications as its retained communications agencies following a competitive pitch. The appointments align with a significant milestone for the organisation and the LGBTQIA+ community as it prepares to celebrate the 50th anniversary of the Mardi Gras Parade in 2028.
With both agencies owned by the Thrive group of companies, Thrive and Acuity form a unique proposition for the SGLMG, with Acuity delivering ongoing strategic corporate communications, managing brand reputation and trust, while Thrive takes on Festival PR.
Under the new partnership, Acuity will manage corporate, issues and policy communications, along with executive and reputation communications. Thrive will lead the Festival's creative communications, including media relations, launch events, influencer activity and brand partnerships support. Thrive will also become an official sponsor of the Festival.
The partnership kicks off with preparations for the 2027 Sydney Gay and Lesbian Mardi Gras Festival, which runs from 12 February to 7 March and culminates in the Parade on Saturday 6 March.
Jesse Matheson, CEO of Sydney Gay & Lesbian Mardi Gras, said :
“We are delighted to partner with Acuity and Thrive, both for the season and more broadly. We remain strong advocates for the power that joy and celebration of our community can bring, and are excited to work closely with the passionate and creative teams at Acuity and Thrive to continuously
improve how we tell our amazing stories."
Leilani Abels, Founder and CEO of Thrive said :
“For Thrive and Acuity, the work for SGLMG comes down to two things: protecting the LGBTQIA+ community's home and celebrating its joy. We are delighted to partner with Jesse Matheson and his team to ensure that the organisation, its people, its partners and its community get the recognition they deserve. For our agencies, Thrive and Acuity, this is also a special opportunity for our team and is part of our commitment to inclusion, inspired by the lived experiences of our people."
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