In Melbourne, a communications firm called iD Collective has been entrusted with bringing Eight Sleep's sleep technology into the Australian cultural conversation — a task that is less about announcing a product and more about making a technical idea feel human. The appointment reflects a broader shift in how wellness brands now expect their PR partners to work: not as press offices alone, but as integrated stewards of meaning across media, creators, and lived experience. In an era when influencers and journalists occupy the same trust economy, the real challenge is whether a single agency can