Thrive PR + Communications is expanding its specialist Business, Purpose and Brand Reputation arm, headed by Rachel White (above left), with the appointment of Natanael Bloch as Group Account Director in Melbourne, and the transfer of Account Manager, Taryn Silver (above right), up to Sydney to join the team there.

Natanael was, until recently, the National Communications Manager for Optometry Australia, and prior to that has worked with business leaders, government, and organisations across Australia, France and Europe in sectors spanning health, infrastructure, energy, transport, FMCG and technology.

Taryn has been with Thrive for 18 months, having launched her career in the US, where she worked for a New York healthcare agency across a range of pharmaceutical clients.

Rachel White said that the way people think of and view brands is changing: "We know that today, more than ever, people decide what brands mean to them - brands no longer tell people who they are. Purpose-driven companies experience higher market share gains, grow three times faster on average than competitors, all while achieving higher workforce and customer satisfaction."