New ‘culture-led, results-driven’ PR agency launches

September 12, 2025 11:46

Off the back of a Mumbrella Travel Award win, Sophie Chant has officially announced the launch of SCPR, a new “earned-first, culture-led, results-driven” PR and communications agency.

Servicing clients across lifestyle, consumer, travel and tourism, FMCG, hospitality, tech, and NFPs, SCPR will specialise in campaign ideation and strategy to drive audience-first storytelling.

It will also offer media relations, influencer marketing, affiliate marketing, and events and partnerships.

The launch follows SCPR’s recent recognition at the Mumbrella Travel Marketing Awards, where the agency’s viral “Cuckoo for Labubu” campaign for Passport Card Australia was awarded PR Idea of the Year and shortlisted for Best Campaign on a Small Budget.

The campaign tapped into the global Labubu craze, jumping on the viral Tiktok trend of “Take my bag, not my Labubu”. Backed by data, it highlighted how Aussies could, and were, taking out travel insurance for their beloved charms before heading overseas for their European summer holidays, sparking national and global media attention.

Of the launch, Chant told Mumbrella: “I wanted to build the type of agency people are proud to be a part of and work alongside, whether they’re clients, team members, external partners, talent or journalists.

“In an ever-moving media landscape and an industry that continues to evolve, SCPR is built on strong industry insights and instincts, collaboration, creativity and working with people who are kind, work hard, and want to make an impact.”

Chant has over a decade of experience in the PR industry, including at Society, PPR, and Rhetoric PR. She has worked with leading brands including Violet Crumble, SA Tourism Commission, McDonalds, Proximo Spirits, Royal Botanic Gardens Sydney, Pepsico, Woolworths, Subway, Petbarn, IKEA, San Remo, Australian Pork, Kitchen Warehouse, and Adelaide Fringe.

She said nothing excites her more than helping brands embed themselves in culture, and the recent campaign with Passport Card Australia is a perfect example of that.

“We’re laser-focused on the future and building our presence to continue delivering work that moves the needle and building long-term value for our clients,” she added.

SCPR has already partnered with numerous brands, including Black Dog Ride, Hecho en Mexico Group, Holy Guacamole, Anvers Winery, Golf Gods, Eyre Way, and Contact Harald.

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Lauren McNamara

Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She left her staff role at Mumbrella in August 2025.