Boutique communications and public relations advisory, Character + Distinction (C+D) has appointed Annie Carroll to the role of Principal, where she will lead the business alongside Kate Dinon and Sarah Green.
Annie joins C+D after founding and directing In–Prose, a boutique PR and communications agency representing clients including Heaps Normal, Startmate, ettitude, E Nolan, Ovira, Scratch and more.
She brings Heaps Normal to C+D’s stable of clients, which includes Adore Beauty, Culture Amp, Deliveroo, MYOB, Glow Capital Partners, Luxury Escapes, Rokt, StockX, July, OneTwo Home Loans and TDM Growth Partners.
Annie said Character + Distinction's strategic and purposeful storytelling has set a benchmark she has aspired to reach throughout her career: "Kate, Sarah and I share a strong synergy - not only in the way we operate but in our shared values, too - and we are all heavily invested in telling stories at the intersection of innovation, culture and technology. I’m looking forward to working alongside them to execute creative ideas that have real cut through."
Annie will lead C+D’s consumer portfolio, spanning Adore Beauty, Luxury Escapes, StockX and Heaps Normal.
Kate Dinon said she is thrilled Annie is joining forces with them: "I first met Annie ten years ago and have seen her grow as she’s worked with some of the most interesting and innovative consumer brands in the country. I always hoped that one day we might work together."
Annie established a PR consultancy in 2018 and formally founded In–Prose in 2021, working with clients across the lifestyle, technology and fashion sectors. Prior to that, she worked as Senior Account Director for Melbourne-based PR agency, Communications Collective, and in-house at fashion label, Maticevski.