This is the first in a series of profiles on the wonderful team at Undertow Media. Our first profile is Account Manager and all-round dynamo, Florencia Cavallo. We catch up with her over a coffee (Lavazza of course!).

Check out a snapshot of Florencia's life at Undertow here

1.      How long have you been at UM?

Just over 18 months

2.      What’s a typical day like for you?

There’s no such thing as a typical day, which is what I love about my job! My day usually starts with a strong coffee and responding emails, reading the papers/ magazines and checking out social media sites like Instagram, Twitter and Facebook. From there, anything can happen – from new product launches to managing media interviews and photoshoots for clients, every day at Undertow is interesting and there’s always a new challenge.

3.      What do you love most about working in Richmond?

Richmond is a great location and our office space is such a beautiful environment to work in. In winter, I love making a tea and working on the couch in front of the fire– it’s so cosy!

4.      What’s the best thing about working at UM?

Our amazing clients and the incredible team! We are so lucky to have such an inspiring, talented team that’s always creative and fun to be around.

5.      What’s the best campaign you’ve worked on at UM?

I’ve been really lucky to work with some amazing clients across a number of strategic campaigns, so it wouldn’t be right to choose just one. In saying that, Lavazza is an incredible account to work on as we get to meet and work with really interesting people. Attending fabulous events (like fashion week and the races!) is also the cherry on top. Is there anything better than coffee and fashion?!

6.      What made you want to get into PR?

I always wanted a career in communications, and having worked as a journalist for over three years, I was ready for the next challenge. So far, the decision to move to the other side has been a very rewarding one.


2014 is off to a flying start for Melbourne-based property developer, Tim Gurner, who is setting a new benchmark for cutting edge development with his new venture, GURNER™.

Following the successful launch of Hemingway Residences in Melbourne, GURNERTM has big plans in place to develop a 5,000 square metre island site in Brisbane’s Fortitude Valley as it moves to expand its reach north.

Designed by Elenberg Fraser, the proposed $600 million landmark project will comprise multiple towers featuring over 730 apartments, a 100 apartment 4.5 star hotel and 5,000 square metre retail precinct, along with a 3,000 square metre residents-only resort-style club and landscaped area designed by world leading landscape architects 360.

Likened to New York’s Flatiron Building, it’s no wonder media are watching with Undertow Media securing national coverage across ABC Brisbane radio, Architecture & Design, Australian Financial Review (AFR), BRW, Brisbane Times, The Australian, Property Observer, as well as front page coverage in Courier Mail’s Home magazine.

With a number of other Melbourne-based projects underway in Brighton, Collingwood, South Melbourne and Footscray, GURNER™ is creating ‘living places’ and a true sense of home all over Melbourne with more than 1,500 apartments in planning or construction. 

“The Melbourne and Brisbane sites represent a huge opportunity to deliver the quality design-focused living our cities need to cater for our expanding population which is increasingly demanding centrally located and design-focused places to call home.” said Tim Gurner, GURNERTM director.



Lavazza ensured fashionable Virgin Australia Melbourne Fashion Festival (VAMFF) guests enjoyed their coffee in style, thanks to an exciting collaboration with renowned fashion designer Michael Lo Sordo.

Lo Sordo, who is fast becoming one of Australia’s favourite emerging designers showcased a bold hero print which was wrapped on limited-edition Lavazza coffee cups, as well as on a giant cup on site which served as the perfect backdrop for hundreds of selfies during the week.

Newly-announced Lavazza Style Consultant, Nicole Warne (aka Gary Pepper Girl) also caused a street-style frenzy, with festival-goers lining up to get a snap of the uber-stylish blogger.

Since launching her blog and e-commerce website in 2009, Nicole has fast become a global fashion icon, and is now one of the world’s leading digital style influencers.

“I’m really excited about this partnership with Lavazza. Coffee and style are part of my daily life, so the chance to work with a brand that celebrates the best of both offers so much potential. I cannot wait to collaborate with Lavazza on some very creative projects throughout the year,” said Nicole.

The media have loved both collaborations, with coverage appearing in Sunday Age, Elle, The Urban List, Chronicles of Nadia and more.


Just over six months in and there’s no stopping our Kiwi office as the team swings into 2014 with a slew of high profile accounts under their flightless wings! 

“Touting luxury outfit Eichardt’s Private Hotel in Queenstown has meant an obligatory trip to see how the other half live before securing a suite of fitting media to cover the digs including Harper’s Bazaar, The New Zealand Herald and Denizen Magazine.  It’s a tough gig but someone’s got to do it!” said Greer Bland, Managing Director at Undertow Media New Zealand.

Over in retail land, the team has added Kmart and Freedom Furniture to its growing stable as well as having nabbed taxi-hailing app Zoomy, wedding registry site The Lovely and tech-geared operator, Roam.  It’s safe to say things are off to a flying start! 


It was lights, camera and action a plenty as Undertow Media stood side of stage at the 3rd AACTA Awards in Sydney in late January.

The biggest night on the Aussie Awards calendar incorporates two major events for over 2,000 people - 3rd AACTA Awards Luncheon, which celebrates behind-the-camera crafts, and the glamorous and star-studded 3rd AACTA Awards Ceremony - and Undertow Media played a leading role, managing all guest logistics, arrivals, seating plans and the Eleven Australia styling suite.

This year, guests of honour included AACTA President Geoffrey Rush, Oscar winner Cate Blanchett, Rachel Griffiths, Sam Worthington, Baz Luhrmann, who was honoured for his creative vision and the huge contribution he has made to Australian film, and the ever-amazing Jacki Weaver, who received the Raymond Longford Award.

It wasn’t just our team that loved this year’s glittering (and glittery) AACTA Awards – the events drew a record number of public fans and the Channel Ten broadcast saw a 20 percent increase in ratings. That’s called a box office smash in showbiz!


It was the winning combination of Undertow Media, five:am yoghurt, yoga and hip hop music that saw ABC Breakfast, Studio Ten and countless more news and lifestyle media flock to North Bondi this month.

The unlikely gathering was in aid of five:am’s new feel good initiative – Wake Up, Be Am:azing - which encourages Aussies to wake up early, seize the day and enjoy a wholesome breakfast.

The celebration was hosted by campaign ambassadors, including pro-surfer Laura Enever, actress Jess Tovey and The Holistic Ingredient’s Amy Crawford at North Bondi Surf Lifesaving Club where they joined  the country’s top food, health and lifestyle media and bloggers for an invigorating early morning hip hop yoga session and nutritious brekky.

Wake up at #wakeupbeamazing @fiveamyoghurt.


Our two year relationship with 171 Collins Street culminated in an elegant launch event for the building’s team in December. Catered by Andrew McConnell’s new restaurant, Supernormal, the impressive nine storey glass atrium showcased an incredible art deco inspired Confetti System chandelier. Originally used in the King Kong musical, it was a spectacle which sparkled in the light, much like the jewel-like facade of 171 Collins Street.

A new Melbourne icon, 171 Collins Street was developed by Cbus Property and Charter Hall and designed by Bates Smart, setting the benchmark for commercial design in Australia.

Undertow Media had the pleasure of managing the PR for the project throughout its lifespan, promoting its key tenant announcements such as Evans & Partners, Dolce & Gabbana and Andrew McConnell, as well as its excellent design and sustainability credentials.


A new pub experience is quenching the thirst of Melbourne’s beer lovers with the launch of the city centre’s newest beer garden, Beer DeLuxe Fed Square. Undertow Media teamed up with the pint-sized venue before Christmas to unveil its new and unique offering and venue fit out, which is fast becoming Melbourne’s new ‘local’.

The taps were pumping and the paella pans were firing as 500 guests (beer-lovers included!) enjoyed the taste of Carlton Draught’s fresh and unpasteurised tank beer, served out of three striking copper tanks which now feature as part of the pub’s re-design.

Stay tuned through Feb (even if you are tackling febfast!) as the publicity campaign keeps pouring.


Undertow Media’s inner shopaholic was brought to the fore late last year, when we launched Daiso’s new Australian flagship store in Flinders Street – the biggest store in the Southern Hemisphere.

The Japanese retailer already has a cult following throughout Asia and we immediately became converts too. The best part? Everything in store is just $2.80! Yes, you read that correctly.

The launch kicked off with a performance by the talented Kiyomi Vella from the hit series The Voice, with coverage appearing on A Current Affair, in The Australian, mX and more.  With 90,000 lifestyle items and quirky gift products, head in-store and be prepared to be wowed with what $2.80 can get you.


The Million Dollar Door Promotion was unlocked in November as the white-robed hotel mob from Choice Hotels Australasia took over Fed Square, giving Melburnians the chance to be in the running to win $1million. 

The crew who were cheekily clad in customary hotel attire were kept busy as close to 1,000 passers-by ‘checked in’ to see what the fun was all about. The results - more than1,000 new Choice Privileges members signing up on the day.

The lucky winner will be announced in the coming days, and will have the chance to choose the key…the right key…to win!


Undertow Media enjoyed a taste of ‘La Dolce Vita’ when the Lavazza Italian Film Festival launched in Palace Cinemas around the country.

To celebrate the launch of the festival, the Valmorbida family – who distributes Lavazza in Australia – hosted an intimate dinner presented by acclaimed Italian chef and restaurateur, Guy Grossi, with the menu inspired by the festival feature film, Cosimo and Nicole.

Special guests included Cosimo and Nicole’s French-Italian lead actress Clara Ponsot and Jacob Luppino and Anthony Pittorino from couture designer house, J’Aton.

Festival ambassador and supermodel Nicole Trunfio jetted to Australia from New York to attend the red carpet gala openings in Melbourne and Sydney.

To find a screening near you visit


Our secret’s finally out! Undertow Media is working with revolutionary Australian retailer, Trade Secret, to promote the company’s exciting expansion to Victoria.

Trade Secret showcases a treasure trove of the latest in national and international fashions and homewares, and offers lucky shoppers savings of up to 60% off the usual price.

We’ve been in retail therapy heaven, developing and implementing a PR strategy to promote the launch of the first Victorian store at Westfield Fountain Gate.  Celebrations kicked off with an exclusive media preview event hosted by Chelsea Thomas from I Heart Bargains, and a grand opening party supported by Jo Stanley and the team at Fox FM.  The second Victorian store opened in Broadmeadows on 12 September with a further three stores expected to open by early 2014.  

Visit for more information.


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