UNDERTOW IS A STRONG PULL IN A DIFFERENT DIRECTION. TO CREATE IT YOU MUST KNOW THE WAY THE FLOW RUNS, THEN FORGE A SURPRISING NEW ROUTE. UNDERTOW MEDIA IS DRIVEN BY THIS PHILOSOPHY.

NEWS
LAVAZZA MBFF

From Italy, with Passion

Mirvac's Wharf's Entrance

VIP Event

Jetstar

Takes flight with Little Athletics Australia

Freedom Furniture

Digital home decorating tool

Life is short - eat the cookie!

We launch Charlie's Cookies Mini Melting Moments

Probuild in the News

Profiling an industry stalwart

Jetstar celebrates double digits

#jetstargeneration

Witchery White Shirt Campaign

#uniteinwhite

@undertowmedia
ABOUT US

AT UNDERTOW MEDIA, WE USE THE POWER OF PR TO INFLUENCE THE INFLUENCERS.

Journalists, bloggers, celebrities, sporting stars, government, cool kids. You name them, we’re talking to them.

Creativity is nothing without delivery.  We are committed to achieving results that positively transform clients’ businesses, and to always keeping our promises. 

We challenge, we inspire, we think, we work hard at our relationships, we deliver.  We keep working until we surpass everyone’s expectations.

It’s this approach that always delivers fantastic results.

SENIOR STAFF MEMBERS
Sarah La Roche

Managing Director

Kate Aurel-Smith

General Manager - Strategy & Culture

Natalie Placko-Thornton

Client Services Director

Hugh Cameron

Head of Digital Innovation

Kristen Boschma

Head of Social Media

Sarah La Roche
Managing Director

Calls a spade a spade… then develops a strategy to promote it. 


Sarah brings 11 years of global experience to Undertow Media, honed on projects across Australia, UK, India, Germany and Thailand. With her feet now firmly planted on Australian soil, Sarah continues her four years at Undertow Media with a focus on business strategy and growth.


With impressive cross sector knowledge and a forthright approach to getting the job done, Sarah is known for her brilliant ideas and being able to execute even the hardest ones with speed and accuracy. 

Sarah’s voracious appetite for well, pretty much everything, has seen her build solid relationships with media, clients and industry professionals alike.


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Kate Aurel-Smith
General Manager - Strategy & Culture

The Smiling Assassin


Kate's creativity and passion have helped achieve great results during her 12 year career, for both clients and the business she works for.


From integrated agency M&C Saatchi working on brands like Qantas, to lead marketer overseeing the launch of Fox Footy, Kate has a breadth of experience across all marketing comms and a strong understanding of what makes a brand a success.

Her role at Undertow merges her passion for people and brand strategy into one.

Oh and unless you have an epipen at the ready, keep her away from peanuts.


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Natalie Placko-Thornton
Client Services Director

High expectations is an understatement 


Having spent over ten years running Marketing teams, Nat knows what a client wants because she has always been one. Working as a Senior Director for global travel and consumer brands in both Australia and the UK including STA Travel, Nat understands the results a client requires and how to go about exceeding them. Really exceeding them. 


Strong, determined and with expectations to match, her endless enthusiasm and can-do attitude is what sets Natalie apart and has earned her reputation as a marketing superstar/force to be reckoned with. 


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Hugh Cameron
Head of Digital Innovation

He lives ‘on-the-line’


Always ahead the game, Hugh has specialised in digital media for 7 years and is known for getting a little too excited when incorporating digital strategies and executions into integrated campaigns. Holding all the Twitter Cards in his hand, you can guarantee Hugh knows about the latest app, meme or wearable tech and how to buy them. All of them.


His working background means he can challenge the client’s point of view with a different angle taking experience from carsales.com.au, Mitchells and Vizeum. He’s happy to go by many names like digital guy or social guy but perhaps not IT guy.


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Kristen Boschma
Head of Social Media

Insert loud infectious laugh here 


Kristen not only brings over 20 years of social, digital and marketing knowledge to Undertow, she also has a frolicsome way of working that you can’t help but be happy around. With a list of experience longer than many others she has worked as a General Manager and in senior marketing roles for Open Universities Australia, Aegis Media, Telstra, Veda Advantage, Baker Heart Research Institute, ANZ and The Age.


Kristen knows how to make social media marketing work for consumers, marketers, bloggers, influencers, senior executives and boards. If you have an objective, she’ll create a strategy to solve it. Her experience is an asset to Undertow that every client will want to get their hands on. Form one single line please. 


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Greer Bland

Director - New Zealand

Fergus Watts

Managing Director Bastion Group

Lauren Carter

Account Director

Roxanne Millar

Account Director

Natalie O'Heare

Senior Account Manager

Greer Bland
Director - New Zealand

Doesn't rest. Ever.


After working her way to the top of New Zealand’s PR industry, Greer made her way across the Tasman to Undertow where she shared her exceptional brand building skills in the consumer, travel and lifestyle sectors.


Leaving no media opportunity unchartered, Greer delivered successful campaigns for many of our best-known brands for three years before taking the reins as General Manager of our Consumer Division. She has now taken these stellar skills back to her homeland to head up Undertow Media in New Zealand. 


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Fergus Watts
Managing Director Bastion Group

Boss Man


You always know when Ferg is in the office because it becomes an immediate karaoke session. After a period working in a Brand Communications company, Fergus ventured out on his own and started his own business aimed at working with corporates to better engage and empower their staff. Buoyed by this success, he co-founded Bastion Group Holdings and developed the Group as it is today including Undertow Media. As Ferg would say, the mojo is good. Giddy up. 



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Lauren Carter
Account Director

Efficiency 


Lauren has seven years public relations experience, gained in both agency and in-house roles across a number of different sectors in Australia and the UK. Our Queen of multitasking, she has juggled clients in industries including food and drink, hospitality, sports, tourism and property.


Lauren joined the Undertow Media team in early 2012 to manage consumer-facing campaigns for major corporate clients. She is much loved amongst clients and Undertow Media staff for her incredible attention to detail, big smile and ever-calm nature. 


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Roxanne Millar
Account Director

Knows how journalists operate, because she was one. 


Roxanne brought more than eight years of media experience to Undertow Media when she joined the team in 2013, having worked as a print and online journalist for outlets including mX, Leader and NovaFM. 

With three years of public relations experience, Roxanne still draws on her journalism skills to get results. Whether she’s crafting the perfect press release, finding a news angle in a client brief or using her solid relationships to take a story straight to media influencers, she constantly exceeds expectations.

Roxanne always goes the distance and loves setting and achieving challenging goals in work and life – she’s proudly ticked off working at the 2010 Vancouver Olympics and has ran a half marathon. 



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Natalie O'Heare
Senior Account Manager

Nat. Never. Stops. 


Nat came to us from Gorman with a flair for fashion, among other things. With a go to attitude on any given day she could be working on events and activations, fashion festivals, photo shoots and media relations.


Manning the fort up in Sydney, no task is too hard for her even if the request is from another state. Nat’s passion for the job is a true asset to the Undertow team and the clients who have the pleasure of working with her.


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Rosie Hart

Senior Account Manager (Social Media)

Rosie Hart
Senior Account Manager (Social Media)

She hashtags in emails. It’s embarrassingly cool.


A bit of an over achiever, Rosie has a long line of gold stars working on both sides of the fence, agency land and client side. Starting her career in PR then discovering a passion for digital she is now a whiz at executing campaigns on social media. 


Rosie brings social activation experience to the Undertow team, pushing your brand to the next level on social platforms in ways you never knew could happen. Her other talent is game show hosting. You don’t need to twist her arm to do something crazy.


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SERVICES
  • COMMUNICATIONS STRATEGY
  • MEDIA RELATIONS
  • DIGITAL PR AND BLOGGER OUTREACH
  • SOCIAL MEDIA MANAGEMENT
  • ISSUES MANAGEMENT
  • BRAND POSITIONING
  • BUSINESS PROFILING
  • EVENT MANAGEMENT
  • COPYWRITING
  • EXPERIENTIAL MARKETING & SAMPLING

PR is incredibly powerful when it’s done well. We use our nous and experience to make the right call on what’s needed for your business to succeed.

 

CLIENTS
CAREERS & Internships

ARE YOU A PR SUPERSTAR IN THE MAKING? 


Take it to the next level by joining Undertow Media and work with a successful, fun, supportive and driven team.

 

If you think you have what it takes, get in contact here.

 

We’re also always on the lookout for eager, enthusiastic interns who have a passion for the communications industry and are hungry to learn the skills of the trade from the best. With limited placements available, you will need to stand out so show us your creative thinking and communication skills when you apply here.

CONTACT

MELBOURNE OFFICE

14 - 18 CREMORNE STREET
RICHMOND VICTORIA 3121

Telephone
+61 3 9421 1566

Email 
info@undertowmedia.com

SYDNEY OFFICE 

180 COMMONWEALTH STREET
SURRY HILLS NSW 2010

Telephone 
+61 2 9281 1901

Email
info@undertowmedia.com

For all new business enquiries please contact Sarah La Roche:

Sarahl@undertowmedia.com
+61 3 8419 9318 
+61 430 574 782

 

AUCKLAND OFFICE

84 COLLEGE HILL 
PONSONBY AUCKLAND 1011 

Telephone 
+64 9 303 0233

Email 
greer@undertowmedia.com  

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