Thrive announces senior appointments across ANZ

Ceative communications agency Thrive PR & Communications has made three strategic leadership moves across Aotearoa and Australia.

These follow the appointment of former DDB Worldwide global chairman Marty O’Halloran as strategic advisor earlier this year as well as the recent launch of Acuity, Thrive’s corporate communications sister agency.

Thrive has appointed long-term Thrive leader Sophie Maguire to head its Melbourne operations, while Kyra Shakspeare and Lwindi Ellis have been elevated to lead the Brisbane and Auckland offices respectively. 

Smarts and energy

Thrive and Acuity founder and CEO Leilani Abels says, “I could not be more confident or humbled by the smarts and energy that Sophie, Kyra and Lwindi bring to our leadership bench at Thrive. To have three standout female leaders, committed to their teams and clients’ success, is what every agency strives for with their leadership – consistency, connections and creative thinking drive these high-achieving PR women. 

“I’m very proud of what they have already achieved at Thrive and their work in our industry. These leadership appointments represent the continued evolution of Thrive. We are once again, taking it up another level for our clients into 2027 and beyond.” 

Challenges and opportunities

Stepping into their new roles, the newly appointed leaders reflect on the challenges and opportunities ahead. 

Maguire says, “I truly never imagined I’d be in this position when I walked through the doors as a 21-year-old in 2008. I’ve had the opportunity to work with incredible people and brands, both internationally and here in Australia, but I’ve always found my way back to Thrive. It really does feel like a full-circle moment, and I’m genuinely excited to help shape the next chapter of our Melbourne office while building on the strong foundations already in place. Melbourne is Australia’s cultural and sporting capital, and I see a huge opportunity for brands who want to be part of the conversations shaping culture.” 

In Queensland, Shakspeare says, “We are building a sharp, infectious energy, zero fluff, and utterly indispensable team. I want our clients to view us less like a hired agency and more like their sharpest internal comms experts. There’s an unapologetic momentum up here in Queensland. We have shed the reputation of being a secondary market. We stand on our own two feet, and brands want an authentic presence here. Brisbane 2032 isn’t just a distant sporting event on the calendar, it’s an active, six-year golden runway that is fundamentally transforming how businesses talk about legacy, impact and global relevance today. Our role is to be the ultimate cheat code for clients on that journey, helping local brands scale onto the world stage and ensuring global brands show up with real local cred.” 

Ellis’ vision for Thrive New Zealand is clear, she wants to grow the Auckland-based team, building on current momentum to provide NZ expertise to Trans-Tasman brands and locally based organisations. “I was fortunate to have already worked with Thrive for six months before stepping into this role, which gave me a proper runway to understand the agency culture and get to know our global clients like BYD and Afterpay, so when the chance came to take the reins of the NZ business, I jumped at it. Thrive’s an ambitious, creative and forward-thinking agency and I’m delighted to be driving its business here in Aotearoa,” she says. 

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