R.M.Williams has appointed MCMPR as its integrated communications agency, handing the Sydney-based firm responsibility for strategy, communications, media management, talent engagement, and experiential activations.
The appointment signals a renewed focus on how one of Australia’s most recognisable heritage brands shows up culturally, as R.M.Williams looks to evolve its storytelling for contemporary audiences while reinforcing its credentials as a custodian of Australian craft.
Under the partnership, MCMPR will support R.M.Williams across a fully integrated remit designed to deepen cultural relevance and connect global audiences with the people, places and practices behind the brand.
The work will span communications, talent and showroom activity, with a focus on balancing legacy with modern expression in an increasingly crowded luxury and lifestyle market.
MCMPR founder and director Marie-Claude Mallat said the alignment between the two brands was grounded in shared values.
“R.M.Williams represents the very best of Australian craftsmanship, built on integrity, longevity and an unwavering connection to Country,” Mallat said.
“We are proud to partner with a brand that values local manufacturing, sustainability and innovation, while honouring the enduring lessons of legacy. Our focus will be on bringing R.M.Williams’ boots, apparel and community-led mission to life through strategic and multi-channel communications that feel authentic, modern and enduring.”
An integrated play in a shifting agency market
The appointment comes as heritage and luxury brands increasingly seek integrated communications partners capable of moving beyond traditional PR, blending earned media, cultural partnerships and experiential work into a single, cohesive narrative.
For R.M.Williams, the move reflects a desire to ensure its heritage story continues to resonate in a market shaped by fast-moving cultural trends and global competition.
For MCMPR, the win further cements its position as a strategic partner for brands with both Australian roots and international ambition.
Momentum builds for MCMPR
The R.M.Williams appointment follows a strong period of growth for MCMPR, with recent client wins including the world’s most prestigious pearling brand, Paspaley Pearls, global luxury footwear leader Jimmy Choo, cultural fashion force Acne Studios, and the launch of Vicinity Centres’ luxury retail destination, Chatswood Chase.
These brands join an established client roster that includes LVMH-owned fashion and leather goods label LOEWE, Australian luxury brand Zimmermann, and science-backed skincare brand RATIONALE.
Founded by Mallat, MCMPR has built its reputation at the intersection of luxury, fashion, beauty and retail, positioning itself as an agency that balances tradition with cultural relevance through integrated communications.
As heritage brands like R.M.Williams look to modernise without losing their soul, the partnership underscores how storytelling, strategy and culture are becoming just as important as product in shaping long-term brand value.