Published on: August 12, 2026
Australia’s peak technology industry body, the Australian Computer Society (ACS), has appointed independent agency Sling & Stone to lead its public relations and communications, ending its nearly nine-year partnership with M+C Partners.
The appointment comes under newly appointed ACS CEO Prins Ralston, who assumed the leadership role earlier this year. Sling & Stone, which is owned by VCCP Business, will work with ACS on its communications strategy and efforts to strengthen the organisation’s role within Australia’s technology and digital economy.
Sling & Stone CEO James Hutchinson said the agency’s remit would focus on “showcasing those pathways, elevating ACS members and amplifying the opportunities for all Australians to be part of the next evolution of our economy.”
The new partnership follows several changes within the broader industry landscape involving ACS. Earlier this year, the organisation divested its ownership of the Association for Data-Driven Marketing and Advertising (ADMA), which subsequently merged with the Association of National Advertisers (AANA) to establish the Marketing Association of Australia (MAA).
M+C Partners had worked with ACS for almost nine years under a commercial retainer reportedly valued at approximately $50,000 annually. During the partnership, the agency supported the organisation’s communications and public relations activities.
ACS operates through a combination of membership fees, professional certification and accreditation, education and training, events and other commercial services, including skills assessments for ICT professionals seeking to migrate to Australia. The organisation also publishes technology news platform Information Age.
Public records show that ACS spent $2.1 million on marketing, PR and publications in 2025, representing a decline of nearly 40% from the previous year.
Commenting on the transition, Justin Kelly, Partner at M+C Partners, said the agency was “proud to have worked with ACS” and wished Sling & Stone “the best”. “It’s a great organisation, and we’ve been fortunate to work with some terrific people there over a long period,” Kelly said.
“We’re very grateful for the trust ACS placed in us and for everything we achieved together.
“We wish the ACS team and Sling & Stone every success for the future.” With the new mandate, Sling & Stone will take forward ACS’s communications agenda as the organisation continues to support Australia’s technology workforce and promote opportunities within the country’s evolving digital economy.
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