alt/shift/

alt/shift/ was founded in 2016 in the Melbourne suburb of Fitzroy, Australia, with a clear premise: that communications work best when it is grounded in how people actually think and behave. The founders saw that many agencies relied on intuition or tradition rather than evidence, and they wanted to build a firm that combined creative storytelling with behavioral science. From its base at 393 Smith St, Melbourne, the agency has grown into a national operation with additional offices in Sydney and Brisbane, serving clients across consumer internet, information technology, and broader consumer sectors.

Current focus and approach

Today, alt/shift/ positions itself as an independent creative communications agency that blends behavioral science, creative thinking, and communications expertise. The agency’s work is built around the idea that effective public relations and marketing require understanding the underlying motivations of audiences. This approach informs everything from media relations to experiential campaigns. In recent years, alt/shift/ has also invested in proprietary technology, launching The Culture Wire, an AI-powered tool that analyzes media patterns and online conversations to identify emerging cultural trends. This tool helps the agency stay ahead of shifts in public sentiment, which is particularly valuable for clients in fast-moving industries like consumer internet and technology. With a team of between 5 and 50 employees, alt/shift/ maintains a flexible work environment and an inclusive culture, which has helped attract talent across its three Australian offices.

Services and specialties

alt/shift/ offers a broad suite of services that span both traditional public relations and modern digital communications. The agency’s core offerings include public relations, corporate affairs, social media and influencer marketing, content production, paid digital media, sponsorship, experiential events, and media training. A particular strength is behavior change campaigns, where the agency applies its behavioral science expertise to influence public attitudes or actions. The agency also specializes in issues management, helping clients navigate complex reputational challenges. Below is a summary of the key service areas:

• Public relations and media relations
• Corporate affairs and issues management
• Social media and influencer marketing
• Content production (video, written, visual)
• Paid digital media and advertising
• Sponsorship strategy and activation
• Experiential and event marketing
• Media training and spokesperson coaching
• Behavior change campaigns
• Cultural trend analysis via The Culture Wire

Who benefits from working with alt/shift/

alt/shift/ is a good fit for organizations that need communications grounded in real audience insight rather than guesswork. Its behavioral science focus makes it particularly valuable for brands in consumer internet, technology, and information services, where understanding user behavior is critical. The agency’s experience with issues management also suits companies facing complex regulatory or reputational environments. Because alt/shift/ offers both traditional PR and digital capabilities—including social media, paid media, and content production—it can serve as a full-service partner for mid-sized to large companies. Its national presence across Melbourne, Sydney, and Brisbane means it can execute campaigns that reach audiences across Australia. For organizations looking for a creative yet evidence-based approach to communications, alt/shift/ provides a thoughtful alternative to larger, more formulaic agencies.