Kurt McGuiness sinks his teeth into Primal Storytelling – a new agency with bite
A new kind of agency will launch in February – Primal Storytelling – headed by Kurt McGuiness, Volkswagen Group Australia’s former corporate storyteller of nearly 10 years.
Working remotely is now the norm. Primal intends to be the “un-agency”, removing some of the non-essential aspects imposed by traditional agencies.
McGuiness was more recently Volkswagen’s head of electric vehicles, and Primal offers his almost 20 years of experience in journalism, corporate comms, content creation and advertising.
Primal aims to work agilely and efficiently – only using experts and teams when they’re needed.
Central to Primal’s approach is the principle of sustainability – the un-agency will be powered by renewable energy, with working practises devised to reduce wastage and impact on the environment.
McGuinness
Primal Storytelling founder, Kurt McGuiness, said he knows first-hand the market need for an “un-agency”.
“Storytelling is such a vital part of brand building – it’s how brands establish credibility, engage with fans and customers, and create an enduring brand narrative that can help protect brands through good times and bad,” McGuiness said.
“Having worked alongside and within some fantastic agencies over the years, I realised there is another way to work, especially in our new post Covid-reality. By leaning-in to virtual working, we can do away with major cost centres like expensive offices and underutilised staff; and instead focus on offering a lean, more responsible and sustainable client offering,” he added.
Primal’s core team
The agency has vast experience, working with some of the world’s biggest car, technology, sporting and music brands.
Chris Benny – Photography and Videography
Benny and his team of photographers and videographers at QUBE Productions have worked with practically every mainstream, prestige and luxury car company in Australia, creating press assets, social media campaigns, TV advertising and short films.
Greg Siddle – Events and Experiential
Siddle and his team at Goold Global have been involved in event production and driving events for over 20 years. Greg’s also synonymous with motor racing, having been involved with F1, Touring Cars, rally, and everything in between.
Nicholas Buckland – Graphic Design
Buckland is an award-winning art director/ social media expert who has shaped the image of Universal Music, Top Gear, and the NRMA. More recently, he partnered with KISS to create a band-endorsed coffee table book.
Why the T-Rex mascot?
As McGuinness says: “Identifying with our innate nature to use storytelling to share knowledge, culture and understanding, Primal seeks to only offer what’s important to achieve this. The un-agency mascot is the original king of the jungle, the Tyrannosaurus Rex, an exemplar of evolution only prioritising what’s important – all mouth, teeth and roar. Afterall, you don’t need big arms when you’ve got a big mouth.”
Primal Storytelling will officially open its (virtual) doors next month. More details about foundation clients will be revealed soon.
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topics
agency
Chris Benny
Goold Global
Greg Siddle
Kurt McGuiness
Nicholas Buckland
Primal Storytelling
QUBE Productions
sustainability
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