Primal Storytelling has added a diverse roster of progressive brands as foundation clients in its second month of trading, headlined by Cupra, Australia’s newest sportscar and lifestyle brand, which has appointed Primal as its lifestyle PR agency.
Australia is the first market where Spanish-headquartered Cupra will operate exclusively as a performance car brand.
Adding to Primal’s growing roster of foundation clients, Australia’s peak industry body, the Electric Vehicle Council, and cutting-edge civil engineering firm, Marine & Civil Maintenance (MCM), have also joined Primal’s stable.
Primal will provide storytelling and content creation services for both clients, along with specialist PR representation across industry matters and engagement activities.
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Los Angeles-founded lifestyle footwear brand, Lusso Cloud, has also appointed Primal to its PR and storytelling account. Lusso Cloud has recently released a new collection in collaboration with golf lifestyle brand, Malbon.
Primal Storytelling founder, Kurt McGuiness, was thrilled Primal had been appointed by such a diverse range of brands.
Kurt McGuinness | Primal Storytelling
All brands were signed as a result of Primal’s direct pitching.
“We’ve been very fortunate to attract such exceptional brand partners so soon after launching, but I’d like to think it was no fluke. All of them have joined Primal based on meeting with us directly and learning about our vision for working and creative collaboration, which they also share,” McGuiness told Mumbrella.
“It’s incredibly gratifying to know that our more sustainable approach, based on efficiency and reducing wastage and a mindful approach to creative, has struck a chord; and we look forward to bringing more brands on this journey with us in time.”
“What most excites me about Primal’s foundation clients is that they all share a desire to do things differently and challenge the status quo. Each brand has its own identity and DNA, but all are progressive in their thinking and how they interact with customers,” he continued.
Launched in February this year, Primal was founded as an alternative to traditional agency service models. By being virtually-led with no fixed office and utilising a flexible core team of subject matter experts only when needed, Primal offers its clients a way of working with true agility and efficiency.
Central to Primal’s approach is the principle of sustainability – the business carbon offsets its operation and is powered by carbon neutral energy, with working practises devised to reduce wastage and impact on the environment. This focus also delivers increased efficiency for clients’ budgets, as Primal’s ‘Rule of Three’ philosophy ensures its creative work is devised from the outset to have multiple purposes from each output.