CEO CHATS: Ali Smyth, Electric Collective Founder

Ali Smyth is the Founder behind Electric Collective, a cross-cultural agency that interweaves fashion, lifestyle, music, and culture authentically to create impactful and memorable results for clients. Since establishing the agency in 2014 Ali has worked with range of notable brands including Gucci, SAINT LAURENT, Splendour in the Grass, Gigi Hadid x Reebok, Matthew McConaughey x Unyoked, NAGNATA and adidas Originals. 

We caught up with Ali to talk about the power of a strong and loyal team, the value of building genuine networks, saying yes to every meeting (though not every opportunity!), and what she’s learned over 20 years in the industry.

Can you define your agency?

Electric Collective is a full-service communications agency built on authenticity, trust, and intuition. We’re known for navigating the worlds of fashion, lifestyle, food & beverage, culture, and music with sharp thinking, creative excellence, and a strong editorial lens.

"From global powerhouses like Gucci, SAINT LAURENT, adidas, and Pernod Ricard, to iconic names like Song for the Mute, Mary’s, NAGNTA, Alix Higgins, P+V, Solare and Eva - we help brands build meaning and cultural relevance in an ever-evolving landscape."

Our services include strategic brand communications, media relations, influencer engagement, VIP and talent relations, event concepting and management, partnerships and collaborations, press office management, and campaign ideation. Whether it’s a fashion week moment, a global media launch, a grassroots activation or a music festival dealing with global touring talent, their management and the brands we can align them with -  we shape stories that cut through. As a business, we are proud members of the Australian Fashion Council and CPRA (Communication & Public Relations Australia). As Founder, I actively contribute to creative and cultural bodies advocating for Australian creativity, nightlife and the broader arts community via the Sydney Symphony Orchestra (a part of the Vanguard SSO Board), Arts Matter, and Taronga Zoo’s Annual fundraising committee Zoofari Gala.

What sets your agency apart?

Relationships. Experience. Care. Heart.

"We’ve built trust in rooms that matter - with media, talent managers, stylists, creatives, venue owners, and brand leaders."

Our clients know that when we bring them an opportunity, it’s considered, strategic, and rooted in impact. We don’t chase hype; we build legacy. We’re proud to bring that same value to our wider network. Media, talent, and third-party partners know we show up consistently, communicate clearly, and deliver with purpose.

And perhaps most importantly, we bring that same care and consistency to our team - I have amazing staff longevity, with notable mentions to Rosie, Claudia, and Georgia - my three core humans who work diligently with me side by side through thick and thin. And other incredible humans that are stepping up, learning, sharing and - I hope - staying with us for the long run. Working through different avenues of careers and finding their own path. Their loyalty, brilliance, and dedication are a huge part of the Electric Collective story.

"Longevity and long-term thinking are at the core of everything we do, whether it’s a client relationship, team culture, or media engagement, we believe meaningful work takes time, trust, and shared ambition."

Whats your agency mantra?

Do good work with good people, and trust your gut. We lead with heart, guts and vision - that’s how we show up, and that’s what our clients come to us for.

How do you manage your time between client vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer? 

It’s a daily dance and one that comes down to clarity, boundaries, and trust. We invest time upfront to understand our clients’ true objectives, then align that with the media and cultural landscape. That allows us to advocate, filter, and finesse in equal measure, ensuring our time is always creating value.

"If it doesn’t serve the bigger picture, it doesn’t make the plan. We work smart, stay close to the brief, and keep communication open because when expectations are clear and purpose is shared, the results always follow."

Why has your agency stood the test of time?

Resilience and relationships, and the obvious wonderful results.

"We’ve weathered trend cycles, budget cuts, algorithm shifts, and brand overhauls - but never wavered on our values."

We’re small by design, selective by necessity, and relentless when it comes to delivering results. That consistency earns trust, and trust is what keeps the doors open.

What advice would you give to someone wanting to start their own agency?

Be crystal clear on what you stand for and what you won’t stand for.

"Reputation is everything. Don’t overpromise. Build a network before you need it. And always, always take the meeting."

The long lunches, random introductions, those moments at events -  they all matter. Especially in this industry. And work hard with heart and soul. Make it real and make it count.

In an industry that changes so rapidly and constantly, how do you stay ahead and constantly pivot to stay fresh?

We listen - deeply. To culture, to editors, to retailers, to whispers on the internet. We invest in global trend forecasting tools and subscribe to media intel platforms, but nothing beats curiosity. We’re not afraid to test ideas quietly before they go wide. And we lean into the emerging generations. They’re not waiting for permission, and neither are we.

Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant?

It starts with respect. For the brand’s DNA, their community, and the cultural space they occupy.

"We tailor every strategy from the inside out, never rinse-and-repeat."

Our team works across category and channel - from iconic fashion houses to disruptive food & beverage concepts, music festivals to wellness startups. We bring fresh perspective because of that range. Whether we’re working with heritage names like Gucci, Fendi, Splendour in the Grass, The Strand Arcade, Queen Victoria Building, LendLease, Australian Fashion Council or Pernod Ricard, to innovative thinkers like Mary’s, NAGNATA or Eva Sleep, or purpose-led platforms like Plate It Forward and The Hunger Project, we know when to push, and when to pause.

"Relevancy doesn’t always mean louder; sometimes it means braver, sharper, or more intimate."

How do you choose which clients to work with? Do you have a partner selection process?

We say yes to alignment and no to aimless chaos. That said, we welcome the right kind of chaos: creative energy, bold ideas, ambitious pivots, as long as the people are kind and the goals are clear. We work best with clients who understand partnership - the kind that’s collaborative, honest, and long-term. We’re often brought in at pivotal brand moments: launches, repositioning, or growth. So we choose teams we believe in and leaders we respect. That’s non-negotiable. We also believe in doing meaningful work beyond commercial boundaries and proudly support NFP and pro-bono initiatives like the Global Women’s March, Plate It Forward, and the United Nations of Human Rights.