Behind every agency is a person who decided to do things differently.
For The Atticism, that person is Renae Smith.
As the founder of a global PR agency Australia brands trust, Renae built The Atticism on a simple idea. Public relations should not feel like a formula. It should feel like clarity.
How The Atticism PR Agency Started
The Atticism was founded in Australia in 2012, at a time when much of the PR industry was still heavily reliant on press releases, large media lists and volume-driven outreach.
While that approach created activity, it did not always create impact.
From the beginning, the goal was to build a PR agency Australia businesses could rely on for strategy, not just execution.
That meant focusing on storytelling, positioning and relevance rather than simply pushing information into the media.
A different approach to PR
One of the defining decisions behind The Atticism was keeping teams intentionally small and senior.
Rather than building large structures with multiple layers, the agency operates with experienced strategists who stay involved from start to finish.
This approach allows for clearer thinking, faster decisions and stronger outcomes.
It also reflects how modern public relations actually works.
Media today responds to relevance, timing and perspective. Not volume.
From Sydney to global PR
What started as a Sydney based agency has grown into a global operation.
Today, The Atticism works across Australia, the UK, Europe and the Middle East, supporting brands that want to build credibility and visibility in multiple markets.
Despite that growth, the structure has remained the same.
Small teams. Senior thinking. Clear strategy.
Founder positioning as a core strategy
One of the areas Renae has focused on heavily is founder positioning.
Over time, it became clear that media is far more responsive to people than companies. A founder with a clear point of view often becomes the most effective entry point into coverage.
As a result, much of The Atticism’s work now centres on helping founders turn their expertise into influence.
This approach has become a key part of how the agency delivers results.
What drives the agency today
At its core, The Atticism is built around a belief that PR should be both strategic and effective.
It should build reputation, not just generate noise.
It should create visibility that leads to real opportunities, not just short-term attention.
And it should reflect how people actually consume media today.
The takeaway
The Atticism is not trying to be the biggest PR agency Australia has to offer.
It is focused on being the most effective partner for brands that understand the value of strong positioning and clear communication.
What this means for your brand
If you are looking to build credibility, increase visibility and work with a team that approaches PR differently, understanding the thinking behind the agency matters.
You can learn more about how we work here:
