After launching as Tailor Maid Communications back in 2006, TMC PR is marking a major milestone – celebrating 20 years in business.
Founded by Sally Vaughan and Chrissy Biasotto, the Sydney agency has grown from traditional publicity into a broader brand communications business, shaped by the rise of social media, influencer marketing, cultural relevance and a greater focus on commercial impact.
Over that time, TMC has worked with leading names across fashion, beauty and lifestyle, from CAMILLA and Sportscraft to ASICS, Rare Beauty and ghd, while its talent work has included the Kardashians, Gigi Hadid and Alexa Chung.
Many of those client relationships have developed over years, with TMC often working alongside brands through periods of launch, growth and expansion, including Charlotte Tilbury, which has been part of the agency’s portfolio since its launch into Australia in 2015.
While the channels and expectations of the industry have shifted, the thinking behind TMC has remained consistent: communications should do more than generate headlines, they should build brands.
To mark its 20th year, the agency has also unveiled a refreshed brand identity that reflects both the business it has become and the direction of its next chapter.
BD spoke with Vaughan and Biasotto about the milestone, what it takes to build an agency that remains relevant through an ever-changing media landscape, the key to fostering relationships, and what advice they'd give someone starting out in PR today.
Image: TMC PR co-founders Sally Vaughan and Chrissy Biasott
Congratulations on 20 years of TMC PR! What does this milestone mean to you?
Everything. Twenty years in, we've weathered pandemics, recessions and an industry that reinvents itself every year, and we're still here, stronger than ever. This milestone isn't just about longevity, it's proof that we've never stopped evolving alongside our clients and our industry.
To celebrate, the agency has unveiled a refreshed brand identity. What does this look like and what does the rebrand reflect?
It's not a dramatic departure from our previous identity, it's the next evolution of TMC. Think more elevated, more sophisticated, more grown-up. It's a reflection of where the agency is today, twenty years in.
When you look back and reflect on the last two decades, what is a standout moment or account you've been most proud of?
Honestly, that's an impossible question, there have been too many moments, campaigns and clients that have shaped who we are to single just one out. If anything, that's the proudest part: two decades of consistently proud moments, not just one.
What is a key learning you've experienced when it comes to hiring and building a team from the ground up?
Taking the time to properly onboard people, rather than throwing them straight into the deep end. Great teams aren't built overnight, they're built through investment, mentorship and giving people the confidence to grow into their roles.
How has the ever-evolving media and digital creator landscape changed the way you run the agency?
Affiliate is no longer a nice-to-have. Brands without an affiliate strategy risk being left behind entirely. Beyond that, we've had to become sharper listeners. We know what media want, and we tailor every pitch to the individual journalist and publication, rather than a one-size-fits-all approach.
Journalists love working with TMC PR – what would you put that strong media relationship down to? How have you fostered these relationships over the years?
Aww, thank you, that's so lovely to hear! These relationships have taken years, not months, to build. We listen to the media, we check in, we ask what they actually want, whether that's events, mailers or a completely different approach and we adapt accordingly. We also don't take ourselves too seriously, and we're never going to push a story or a brand we don't genuinely believe in. That authenticity really translates, and it's ultimately what media can trust and rely on.
What is a piece of business advice you'd pass on to someone starting out in PR in the current climate?
Read. Research. Build relationships. Keep a close eye on what's happening internationally, because trends move fast and often arrive here after they've already taken off elsewhere. And never stop evolving. The moment you get comfortable is the moment you fall behind.
Be obsessed. Not just with the work, but with the entire industry that surrounds it. The culture, the media, the trends, the people.
What's next for TMC PR?
We're in an exciting growth phase. For us, it's about continuing to learn and adapt alongside an ever-evolving landscape, and making sure the services we offer genuinely move the needle for our clients, not just tick a box. But most importantly, having fun while we do it.
For more information you can find TMC PR here. For enquiries, contact the team via hello@tmcpr.com.au.
Image credit: Supplied/TMC PR
