Thrive Appoints New Head of Corporate And Brand Reputation, Sydney

Thrive creates new role as part of its expanding corporate and purpose-led brand reputation focus in 2021


Thrive PR + Communications has appointed Rachel White, former Head of Communications at IKEA, in a newly created role as Head of Corporate and Brand Reputation, Sydney.

Rachel’s 20 year career spans both agency and in-house and across consumer, corporate, technology, tourism and government sectors.

Most recently she was Head of Communication for IKEA in Australia. In that role she was responsible for public relations, corporate communication, public affairs, internal communication, campaign management, and issues and crisis management. As part of the organisation’s country management team, Rachel was responsible for contributing to the day-to-day running of the business, including defining the organisation’s business strategies and business planning.


Prior to this Rachel was Principal at Red Agency in Sydney, part of the Havas Agency Village. She was responsible for the day-to-day management of the Sydney office, including leading or supporting client work and team leadership and development.

Prior to this she was Global PR & Media Director for Tourism NT. In this role she was responsible for consumer and corporate communication strategies and programs in Australia and international markets; consumer engagement; government and ministerial relations and crisis and issues management.


Rachel's client experience includes Yahoo!7, eBay, Accor Hotels, NSW Office of Environment and Heritage, NSW Environment Protection Authority, FairFax Media, Etihad Airways, Hewlett Packard, Bosch, Wrigleys, Goodman Fielder (Helga’s & Wonder), Mondelez (Cadbury, Marvellous Creations Philadelphia, Mobile Futures, Blessed & Lucky and Ritz), Reckitt Benckiser (Aerogard, Mortein, Clearasil, Veet, Pine O Clean and Bam), The Australian Women’s Weekly, Berocca, Findmypast.com.au, SavourLife, Beautyheaven.com.au, Morgan & Banks, Britannica, Surania and various technology vendors.


Rachel said: "I am delighted to join Thrive PR & Communications in this new role. Having worked in the local industry for many years I've had a long interest in Thrive's work, unique offering and a strong respect for the team.


I bring a combination of big brand and agency experience to the role which translates to creative, strategic, insight-based communication aligned to clients' business needs and contributing to their commercial outcomes."

Thrive Managing Director, Leilani Abels said: "We are delighted to welcome Rachel to the Thrive family. Rachel's appointment represents our growth in the region and her experience extends Thrive's diverse capabilities including corporate, policy and brand reputation work. Rachel understands the complexities of working with big global, fast-growing brands that are more focused than ever on their purpose, going into 2021. Rachel has led some incredibly creative content campaigns for IKEA and others, that shift the dial when it comes to audience engagement. We are excited knowing the impact she will have on our client portfolio."


Rachel's appointment represents one of multiple new appointments at Thrive that will be announced in the New Year.


Thrive has focused on its people during 2020 upping training and development programs along with strengthening the agency's wellbeing and diversity initiatives. The agency is currently completing its "Project Wings" performance program and by the end of this month will have made 12 new promotions across its Australian and New Zealand operations.


Thrive Managing Director Leilani Abels, “I am delighted that Thrive continues to attract the best industry talent across our PR and digital businesses. As an independent agency, we invest in resources and our team like a major global agency yet we behave like a nimble, boutique agency with first class, hands-on service. Thrive has unique capabilities and elasticity which is a real advantage to our clients.”

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