PRIMAL welcomes three new automotive brands as clients

PRIMAL Storytelling Founder Kurt McGuiness

“We’ve certainly struck a chord within the automotive sector for offering something different”

PRIMAL Storytelling has welcomed several recent client signings, further cementing the virtually-led business as a leading automotive and tech specialist.

Recently, PRIMAL – who describe themselves as an ‘un-agency’ – has been appointed by three automotive brands: Sime Darby Motors Australia, the Motor Traders’ Association of NSW, and the Australian Racing Drivers’ Club, which also includes Sydney Motorsport Park, and the soon-to-open Australian Motorsport Innovation Precinct.

Sime Darby Motors Retail Australia represents some of the world’s most iconic brands, with national dealerships including Porsche, Ferrari, Rolls-Royce, BMW, Mini, Jaguar, Land Rover, Volvo and Volkswagen. As its first project with the Group, PRIMAL will be supporting the Porsche Festival of Dreams at Porsche Centre Parramatta this weekend.

The Motor Traders Association of NSW is an employers association dedicated to representing owners and business principals in the NSW automotive industry, with PRIMAL being appointed as its new publishing partner for the organisation’s member magazine, with responsibility for its production and editorial direction.

The Australian Racing Drivers’ Club (ARDC), from its iconic home at Sydney Motorsport Park in Eastern Creek, is one of Australia’s oldest racing drivers’ clubs.

Sydney Motorsport Park (SMSP) is owned by the NSW Government and operated by the ARDC and is Sydney’s only permanent racetrack, and one of just two permanent race circuits in Australia that hold a FIA/FIM Grade 2 International Licence.

PRIMAL Storytelling logo
PRIMAL has been appointed by the ARDC and its brand and marketing agency, Excalibre Insights, to work across the organisation and the SMSP facility, and to manage media and communications for the launch of the new Australian Motorsport Innovation Precinct (AMIP) later this year.

Kurt McGuiness, PRIMAL Storytelling founder, said the agency was thrilled to continue to be recognised by brands and organisations as an automotive specialist.

“As a young business that prides itself on unconventional storytelling, we’ve certainly struck a chord within the automotive sector for offering something different, and I’m honoured that PRIMAL gets to be the one to tell some of its stories,” he said.

“The global auto industry is experiencing one of the biggest changes in its history, and storytelling is paramount to inform, debate and inspire generations. I’d like to think these recent client announcements are testament to the reputations of our team of subject matter experts, and our channel agnostic approach to storytelling,” McGuiness continued.

Launched in February 2023, 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, with genuine sustainable benefits.

Since launching, PRIMAL and its founder McGuiness, has worked with a dream roster of iconic, high-impact global brands, including Lamborghini, CUPRA, Volvo Group Australia and Everty to name a few. PRIMAL is also the appointed PR agency for the Ducati brand in Australia and New Zealand, as well as global tech giant, Delta Electronics.

Top image: Kurt McGuiness

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