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POP Publicity evolves into POP Agency
Left to right: Alicia Haszard, Tess Woolcock and Ben Parkes.
Independent communications consultancy POP Publicity has officially relaunched as POP Agency.
Founded by media and communications specialist Tess Woolcock, the agency’s rebrand signals an expanded offering.
The move comes as brands increasingly look beyond traditional PR to create connected experiences that live both in the real world and online, what the agency describes as a “phygital” approach to modern marketing.
Created to meet the shift
“Attention today isn’t earned through one channel alone,” says Woolcock.
“Brands need stories, experiences and content working together. POP Agency was created to meet that shift, where PR, live moments and social amplification connect seamlessly.”
Previously operating as POP Publicity for the past six years, the business has built a reputation working with founders, lifestyle, wellness, beauty and growth-focused brands across the Tasman.
The new identity reflects how client needs have evolved, with campaigns now extending far beyond media relations into experiential storytelling and always-on digital content.
An integrated model
Led by Woolcock, the team also includes Ben Parkes and Alicia Haszard.
As general manager of activations and events, Parkes has collaborated with global brands such as Coca-Cola and Asahi, building a reputation for original, experience-led campaigns and strong client partnerships.
Haszard, founder of PAMU, brings entrepreneurial and content expertise, combining a strategic, story-first approach to brand storytelling.
The agency’s integrated model combines:
- Strategic publicity and communications
- Brand activations and launch events
- Social content strategy and production
- Campaign and brand positioning strategy
Centres on relationships
“Publicity still sits at the heart of what we do, but brands now want moments people can experience, share and talk about,” says Woolcock. “We design campaigns that don’t just generate coverage, they create conversation and community.”
POP Agency’s philosophy centres on relationships – both with clients and with media. This approach is backed by more than two decades of industry experience and a network across journalism, brand and marketing sectors.
The agency launches with the positioning “Attention isn’t given. It’s created,” reflecting its focus on culturally relevant storytelling and measurable brand visibility.
POP Agency will continue working with entrepreneurs, founders and ambitious brands looking to scale awareness through integrated communications and experience-led campaigns.
