Weber Shandwick leaders launch VOCAL for AI-era communications

The leadership team behind Weber Shandwick Australia has launched VOCAL, a new earned-first communications agency focused on helping brands build authority across traditional media and AI-driven information channels.

The launch comes amid a broader shake-up of Omnicom’s Australian PR operations following its acquisition of IPG. Weber Shandwick Australia has operated under an affiliate model since a 2021 management buyout led by Helen Graney, with IPG retaining a minority stake.

Omnicom, which inherited that arrangement through the merger, is reportedly set to end the affiliation on 20 November, with members of the local Weber Shandwick leadership team now moving across to VOCAL.

The Sydney-based agency launches with foundation clients across corporate, technology, healthcare and consumer sectors.

VOCAL will be led by co-founders and managing partners Angela Malkin and Jami Gandha, alongside head of strategy Addie Freyne and client director Akina Taniguchi.

Malkin said communications is moving beyond simply earning attention. “For decades, communications has been about earning attention. Today, it's about Earning Authority,” Malkin said.

“The fundamentals haven't changed. Great ideas, trusted relationships and independent credibility still influence decisions. What has changed is how people find information.

“People search differently. Journalists work differently. AI is becoming another gateway to information. Brands need to become trusted sources across all of them, and that's why we built VOCAL.”

VOCAL has also developed an Earned Authority Index, which it describes as a proprietary framework for measuring how discoverable, trusted and influential a brand is with both people and AI.

The agency said the framework is designed to create a clearer link between communications activity and commercial impact.

Its operating model is also built around senior practitioners remaining close to client work, with AI used to automate repetitive and administrative tasks.

Gandha said clients were increasingly looking for experienced counsel and measurable outcomes.

“Clients are asking for experienced people who stay close to the work, understand their business and deliver measurable commercial impact,” Gandha said.

“We use AI to remove administration, not relationships. That gives our team more time to think strategically, create stronger ideas and focus on the work that makes the biggest difference for clients.”

VOCAL said its broader team includes Weber Shandwick talent across earned media, corporate communications, healthcare, consumer, creative and strategy.