Public relations as meaningful relationships trusted advice strategic storytelling
Your ideas can change entire industries, or create new ones. Character + Distinction is right beside you offering genuine insight, meaningful relationships and purposeful storytelling.
We can do so much, together.
Things we can do for you include communications and media strategy, brand storytelling, stakeholder engagement, brand development and go-to-market, media relations and brand partnerships.
Meet the Team
You’re smart, ambitious and nimble. Your advisory should be too. Whether you’re an early stage startup or a global brand, you need expert counsel. Our people are trusted and have the talent and perspective to deliver real impact.
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Partner
Sarah is a communications and public affairs professional with over fifteen years of experience. She has developed and executed complex media strategies, created transformational messaging, and launched countless products and campaigns for organisations in a range of industries.
Over her career Sarah has worked both inside ASX-listed companies and built a communications advisory that partners with leading technology brands to tell their stories. Starting out in entertainment publicity, promoting shows like Miss Saigon, Oklahoma and the Australian Opera, Sarah moved into business and technology corporate affairs working with companies like Telstra, Mercedes-Benz, Culture Amp, MYOB, Powershop, Up Bank, and PwC. Her own background building the Character + Distinction and Protagonist Capital brands makes her especially suited to building personal brands and creating an investor narrative.
Sarah is embedded in the startup ecosystem acting as a mentor for the Melbourne Accelerator Program and Startup Bootcamp. Sarah has completed the Airtree Explorer Program, and is an angel investor as well as early stage investor through Protagonist Capital.
When she’s not working you’ll find Sarah trying to re-learn the piano, going on walks with her dog and young family and trying to escape the Melbourne winter.
Communication style in three words: relevant, analytical, interested
Read an interview with Sarah in SmartCompany.
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Partner
Annie Carroll is a communications and public relations strategist who helps bring meaningful ideas to life. A strategic thinker with deep knowledge of the Australian media landscape, Annie delivers valuable insights to stakeholders so they can make better, more informed decisions. Across more than a decade, Annie has worked with ASX-listed companies and businesses at the bleeding edge of culture and brand. Annie has a reputation for storytelling that achieves cut-through and impact.
Prior to joining Character + Distinction, Annie founded In–Prose – a boutique PR and communications agency working with purpose-led businesses across design, technology and fashion. With a background in fashion, journalism and copywriting, Annie’s early career saw her cover the worlds of the arts, fashion, interior design and the built environment for publications including The Age, VICE Australia, Broadsheet, InDesign Live, est living and more. In 2023, Annie co-founded and launched homeroom – a directory of Australia’s best fashion. When she’s not working, you’ll find Annie cooking Italian food with her husband and their dog Bobbie, who is an eternal optimist when it comes to the possibility of her own bowl of cacio e pepe.
Communications style in three words: considered, sharp, curious
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Advisor
Kate is a communications strategist with two decades of experience. Currently VP, Brand + Communications at Culture Amp, Kate is responsible for growing brand awareness and oversees a global communications approach.
Prior to joining Culture Amp, Kate co-founded and was the managing director of Character + Distinction, a communications and public relations agency working with premium technology and lifestyle brands.
Prior to starting Character + Distinction, Kate was the Head of Corporate Communications for a listed industrial company based in Zurich. Following an early career in London and Zurich, Kate now lives with her husband and two daughters in Melbourne.
Thinking of working with us? You’re in good company. Here’s who we’re helping right now—
Launched in 2000 as Australia’s first beauty focused e-commerce website, Adore Beauty has evolved to an ASX-listed company with a broad and diverse portfolio of more than 270 brands and 12,000 products.
Culture Amp is the global platform leader for employee experience empowering companies of all sizes and industries to transform employee engagement, develop high performing teams, and retain talent via cutting-edge research, powerful technology, and the largest employee dataset in the world.
Glow Capital is a true growth equity fund that invests in exceptional brands and businesses in Australia and New Zealand. Focused on the trends and tailwinds shaping our future, Glow places the customer and their evolving preferences at the centre of our investing theses.
Previous Clients
Luxury Escapes is the premier destination for exclusive, handpicked getaways. Boasting over 7 million global members, Luxury Escapes stands as one of the world's fastest-growing travel companies.
Andy Miller — CEO and co-founder, Heaps Normal
“C+D has been a strategic communications partner to the founders and leadership team at Heaps Normal for almost 4 years, and counting. I trust their advice on brand, audience insights and culture change and strategic storytelling. They are our secret weapon.”
Collette Betts – Manager Corporate Affairs AU | Events ANZ, MYOB
“Relentless in their appetite to achieve next level results for clients, backed by a deep understanding of the media environment with a black book that is the envy of any PR professional. You can feel confident they will deliver for your business and they will do it all while being delightful to work with. 20/10 recommend.”
Chelsea Healey – Head of Brand, Adore Beauty
“Character + Distinction are masters in strategic storytelling. The go-to advisor and true partner in both protecting and building brand. They have a deep understanding of culture, the role brands play and how to enter the zeitgeist with innovative ideas and cut-through comms - no fluff, all smarts.”
MYOB is a leading business management platform in Australia and New Zealand, providing solutions to streamline key business workflows, from finance and inventory management, to employee onboarding and payroll.
Heaps Normal is changing drinking culture by brewing beer that tastes so good, you won’t miss the alcohol. They don’t believe alcohol is the enemy, they’re just challenging all of us to tell better stories.
Vow is a cultured meat company, founded and operated in Sydney, Australia made up of a multidisciplinary team of scientists, technologists and designers, all working together to make sustainable food both irresistible and available to billions of people.
Sonder is an online portal that provides immediate, 24/7 support from a team of safety, medical, and mental health professionals - plus onsite help for time-sensitive scenarios. In 2023 they launched into the UK market, their customers include McDonald's, Woolworths, KPMG and the NSW Government.
TDM Growth Partners is a global investment firm that supports founders and management teams with long term capital and partnership.
Character + Distinction x Daly
After years of shared clients and friendship, C+D has officially joined forces with Daly, our new sister agency in the United States. This partnership isn’t just about expanding our reach—it’s about unlocking doors for Australian brands ready to make their mark on the global stage.
With Daly’s deep expertise and established presence in the US, we’re now able to offer our clients a seamless, supported pathway into one of the world’s most dynamic markets.
For Aussie brands with global ambitions, the world just got a little smaller—and the possibilities, even bigger.
If you’re ambitious in your ideas, entrepreneurial in spirit and purposeful in your approach to getting things done, we’ll be a perfect fit.