AI search is changing brand discovery. And it’s changing brand reputation.
Today we’re launching Elevate, Herd MSL’s new AI search visibility, authority & measurement service, created with the search specialists at Publicis Groupe ANZ.
Because it’s not just about being mentioned. It’s about how you’re framed, trusted and recommended when people ask AI-powered search questions.
What Elevate helps with:
→ Understand how your category is showing up in AI search
→ Identify gaps in credibility, relevance + authority signals
→ Build stronger earned + owned proof points that AI systems pull from
Want to know what AI search is saying about your brand (and your competitors)? DM us.
#AISearch #BrandReputation #EarnedFirst #PR #Comms #SearchVisibility #PublicisGroupeANZ #HerdMSL #MSL
Boom! Last night at the 2026 Mumbrella CommsCon Awards, Herd MSL was named Australia’s Best PR Agency (Large). No small win and one that our entire team is incredibly proud of.
National TV, a rescue pup, and a story worth telling for National Pet Adoption Month 🐾
We landed @awlnsw ’s Fur You Feed campaign on Sunrise as part of our pro-bono work for the brand, putting adoption - and basil - front and centre.
Because the best stories are the ones that make Australia feel something 💛
Huge congratulations to our Sarah Findlay on being named a B&T 30 Under 30 winner! A truly well‑deserved recognition of Sarah’s creativity, strategic mindset and impact at Herd MSL. Just four years into her career, Sarah has already delivered standout earned‑first work from ghost‑writing a children’s book to educate families about allergies for Zyrtec, to leading high‑performing campaigns for Kenvue, Telstra and Amazon. We’re incredibly proud to celebrate this milestone and can’t wait to see what’s next for her. Read more about Sarah and the 2026 winners: https://lnkd.in/gu9y9Rrh
Herd MSL recently gathered 30 media for an intimate evening to celebrate the next chapter of Tourism Western Australia’s Walking On a Dream campaign in Sydney. The launch event introduced The Dreamers, a collective of passionate and inspiring ambassadors who together embody the spirit and diversity of Western Australia. From WA inspired canapes, a live Albany oyster shucking experience and performances from the Sydney Ensemble and Billy-Jo Shoveller, it was an unforgettable night showcasing WA’s dreamy landscapes, distinctive flavours and rich culture. Photo credit: @cassandrahannagan@westernaustralia #WAtheDreamState
Throwing it back to a world-first ‘Iced Coffee Clutch’ bag designed to hack the @tiktok_australia red carpet and activate its sponsorship of the Creator of the Year Award, thanks to the ultimate iced coffee @nescafeanz Espresso Concentrate. To launch, Herd MSL partnered with Gen Z creator icon @tinaprovis to complement her stunning coffee-inspired dress. Outside the Awards show, we also hacked the pre-game ritual, offering iced coffee at a live sampling station and UGC activation with @olantekkers and other talent, creators and media to Pour it, Mix it, Hack it on arrival. Our earned-led activation and brand stunt turned heads at the event, with features in news.com.au and hundreds of UGC/social posts before and after the event amplifying the partnership. ☕️ #pouritmixithackit
We’ve only gone and won gold at Campaign Asia’s PR Agency of the Year Awards!
What a way to commemorate a year of brilliant work by some of the most creative, kind, hard working people in the biz!
This week we turned up the heat on Tinder's Year In Swipe report, hosting an intimate cocktail event and panel discussion to share the top Tinder dating trends for 2026. With trivia, tarot and tons of laughs, we're declaring the night a huge green flag!
B&T’s Best Creator Campaign of the Year 🙌
Proud doesn’t begin to cover it. Thank you @nestleanz Nescafe team for backing a creator-led idea that proved utility can be creativity and that culture, not media spend, drives momentum.
This win is testament to our belief that when you treat creators as co-directors, not placements, brands grow faster and campaigns are more effective.
We’re just getting started. 2026, watch this space.
#HerdMSL #CreatorMarketing #InfluencerMarketing #BTAwards #NESCAFE #PublicisGroupe
Last night we were proud to take home the CHP Award for Creativity in Communication for our Zyrtec Story Time campaign that saw us launch ‘Zach and Zoe’s Hide and Sneeze’, a new illustrated children’s book with Phoebe Burgess to help Aussie parents and guardians recognise the signs and symptoms of allergic rhinitis!
We’re so excited to announce that MSL has been named a Global Agency of the Year 2025 at the Global SABRE Awards 2025 - rising to the top of the finalist list in North America and taking the global win! Here’s to our collective strength and what we’re capable of when we come together⭐
