About us.
We are the un-agency.
We believe good ideas don’t need to be expensive if you do them right. Have the right people. Have an obsession with doing good work. Collaborate, and don’t be precious.
We created PRIMAL with a single focus – tell unforgettable brand stories. And we won’t let anything get in the way of that.
Unlike a bricks-and-mortar agency, we can truly work nimbly and efficiently. We can seize opportunities as they arise. We don’t charge for big fancy offices, or executives who aren’t actually working on your brand. You pay for our expertise, and that’s it.
PRIMAL is a collective of award-winning subject matter experts from the photography, videography, media, graphic design and events industries. We have a range of skills and expertise to get your brand heard.
A bit about Kurt.
Founded by journalist, marketer and brand storyteller, Kurt McGuiness, PRIMAL combines Kurt’s decades of experience and industry contacts to offer something different.
Possessing a Master’s degree in journalism and communications among others, Kurt has worked with some of the biggest brands in the world, including Volkswagen, Ducati, Lamborghini, Porsche, Audi, Coca-Cola, Sony, Microsoft, Kellogg’s and Panasonic. As a journalist and editor, he has written for some of Australia’s most popular publications including Top Gear, FHM and Empire.
Our fearless leader has extensive creative and project management expertise and has assembled a dream team of subject matter experts to bring brand
stories to life.
How we work.
We have a team of experts at your disposal – but here’s the thing – we only call them in when you need them. We don’t consider this to be terribly revolutionary, but we do think it could be a revelation to your campaign budgets.
Who we’ve worked with.
Fast emerging as one of Australia’s leading automotive and tech specialists, PRIMAL has rapidly amassed an enviable client and partner list, having worked with some of the world’s biggest brands, including:
Automotive
Ducati, Lamborghini, Sydney Motorsport Park/Australian Racing Drivers’ Club, Sime Darby Motors Australia (Porsche Centre Parramatta), Motor Traders’ Association of NSW, Zen Motorcycles, Volvo Group Australia, CUPRA
Technology
Marine and Civil Maintenance, Delta Electronics, TechAbility, Everty
Sport, Travel and Lifestyle
Football Australia (Socceroos and Matildas), Indo Insider Tours, Four Leg Studios
Finance
Metro Finance
No waste.
We think that working digitally is good for many reasons, but one thing we’re passionate about is reducing wastage. We spend less time commuting to an office, use less consumables like paper, and carbon-offset our core operation, which we power with renewable energy – that means that we are a more sustainable business, and so are your campaigns.
What’s with the T-rex?
If you think of ‘iconic’, you can’t go past the original king of the jungle, the Tyrannosaurus Rex. Sure, some dinosaurs are stuck in the past; but for us the T-Rex is the perfect mascot. All mouth, teeth and roar. An example of evolution prioritizing the essentials. That’s a bit like us.