Strategic public relations and communications agency Narrative Communications has officially opened a Sydney base, marking a key milestone in its national growth strategy.
The move sees Principal Lahra Carey split her time between Melbourne and Sydney as the agency strengthens its footprint to better serve clients across Australia.
Why the Sydney presence matters
In a chat with Mediaweek, Carey said establishing a physical presence in Sydney was essential to building a visible and impactful national footprint.
Lahra Carey Image: Narrative
“While it doesn’t make a practical difference – and it hasn’t for me – I think clients like the visibility of an office and having somebody responsible in Sydney as well,” Carey said.
She added that while her day-to-day operations may not have dramatically changed, the client experience has improved.
“In terms of face-to-face meetings, which everyone is very happy to be doing again, I think it gives another level of personalised service that we can offer,” Carey said.
Carey revealed that a Sydney expansion had been on the cards for some time.
“Sydney has actually been in the mix for probably two years for me. I was ready, but I didn’t have the right person in mind.”
Sophie Mullen to lead Sydney operations
That person is the newly appointed Sydney Director Sophie Mullen, who has relocated from London to take up the role.
Mullen brings more than eight years’ experience across corporate communications, reputation management, and issues and crisis advisory, with sector expertise spanning technology, infrastructure and financial services.
In her new role, she will work closely with Narrative and its sister agency, NewsFlash Media, to pursue opportunities across corporate and strategic communications, crisis advisory, reputation management, and executive media training.
“Narrative has built a strong reputation for thoughtful, strategic work with clients across Australia and opening a Sydney office reflects the next phase of that work,” Mullen said.
“I’m incredibly excited to be building a team of local experts who will help our clients navigate complex communications challenges.”
Prior to joining Narrative, Mullen held senior corporate communications roles at Deliveroo in the UK and Ireland, and previously advised high-profile clients at Hanbury Strategy and Burson.
For Carey, Mullen’s international background was a decisive factor.
“I think that international experience just steps everything up a level. I know that what we’ve been doing is best practice in Australia,” Carey said.
“Sophie brings a lens that will elevate that even further. She can also develop relationships in Sydney that connect to global clients and work those to the advantage of the organisations we’re working with.”
Why niche agencies matter
Carey believes Narrative occupies a distinctive position in a communications sector she describes as increasingly “two-speed”, split between boutique specialists and large global networks.
“Narrative already has a different niche in the market. There aren’t many companies left that truly work from a strategy point of view,” she said.
Rather than operating in a single lane, Carey said the agency often expands its remit once it understands a client’s broader business challenges.
“We may get clients who come in needing reputation management and then say, because we now understand their business, can we also help with consumer communications or internal communications. Sophie has done all of that as well,” Carey said.
For Carey, that breadth – paired with agility – is what sets the agency apart.
“We’ve hit the sweet spot of being agile but also able to take a problem and look at it through multiple lenses.”
Main Image: Sophie Mullen