For connections that speak to the head, the heart - and the instinct.

Our Services

With 20 years of specialist experience and deep sector knowledge, we help you scale quickly, clearly and creatively — without the need for expanding year-round staff.

  • End-to-end marketing support grounded in insight, clarity and audience understanding.

    Includes: Digital strategy, campaign planning, audience development, advertising, content planning and reporting.

  • Creative, clever and culturally tuned content that brings your story to life.

    Includes: Creative direction & storyboarding, event photography & videography, song licensing, social content planning, asset creation, visual storytelling and production oversight.

  • Meaningful, values-aligned partnerships that elevate your brand and extend your reach.

    Includes: Media partnerships and sponsorship support.

  • Channel-specific expertise designed to drive conversions, grow audiences and maximise campaign efficiency.

    Includes:

    • Paid search (Google, YouTube)

    • Paid social (Meta, TikTok, LinkedIn)

    • Programmatic advertising (display, video, audio)

    • Display campaigns across targeted networks

    • SEO (content, technical recommendations, site audits)

    • Email marketing (EDMs, automation flows, segmentation)

    • Ad production (copywriting, asset creation & optimisation)

  • Campaign assets designed to enhance visibility, strengthen brand presence and deliver a cohesive audience experience.

    Includes: Program programs, posters, flyers, brochures, festival guides, wayfinding signage, venue branding, outdoor signage, corflutes and large-format print materials.

  • Story-led communications and publicity shaped for the arts.

    Includes: Press releases, pitching, media kits, interview coordination, narrative development and long-term communications planning.

  • Seamless support for festivals, launches, conferences and performances.

    Includes: Content capture, artist and talent liaison and post-event content release.

Black cat sitting next to a black letter board with the quote, "Even the biggest idea starts with the smallest meow," and a potted monstera plant on the right.

01

About Primal Creative

Primal Creative is a Brisbane-based marketing, communications and creative agency with two decades of specialist experience across music, arts, venues and festivals.

Led by a team with a long history working inside the sector — across major cultural organisations such as Brisbane Powerhouse, Brisbane Festival, Sony Music Australia, Auckland Arts Festival and QMusic — Primal Creative brings deep cultural insight and hands-on experience to every project. Our background includes leading PR, marketing and communications for major events including BIGSOUND, Queensland Music Awards, and large-scale tour, festival and venue campaigns.

In 2025, Primal evolved into Primal Creative — a full-service agency designed for fast-paced organisations that need to scale quickly, intelligently and without the limitations of expanding year-round staff. We offer continuity without the overhead, strategy without the confusion, and hands-on delivery without the annual learning curve.

Our approach blends in-house understanding with agency-level creativity, giving cultural organisations a partner who already knows the landscape — and can move at its pace.

How We Work

Continuity-first
We retain and build on knowledge year after year — eliminating the need for constant re-onboarding.

Sector-fluent
Arts and culture aren’t just our clients — they’re our background, our community, and our expertise.

Collaborative
We work with you, your team, and your partners to elevate your vision and bring it to life.

Strategic + Hands-On
From high-level planning to detailed delivery, we ensure every touchpoint is considered and effective.

Primal Creative integrated seamlessly into the marketing ecosystem of Australia’s premier music industry event, taking care of:

→ digital strategy
→ campaign planning
→ media partnerships
→ media buying & asset delivery
→ video content direction & production
→ collateral creation
→ on-ground event documentation

The result was a nationally amplified campaign that strengthened BIGSOUND’s position as the country’s leading platform for music discovery, connection and industry exchange.

Case Study:
BIGSOUND 2025

City street with neon signs, a large colorful banner for BIGSOUND music festival, illuminated pink octopus sculpture on building, cars on road, pedestrians walking, evening setting.
Lyric performing on stage, kneeling in front, holding a microphone, wearing black fishnet stockings, knee-high lace-up boots, and black gloves, with a drum set and large screen in the background.
Take closer look
  • A female singer performing on stage with a band, holding a microphone, wearing fishnet stockings, black gloves, and a dress, with a drummer and background music screens.

    Strategy & Campaign Planning

    End-to-end marketing support grounded in insight, clarity and audience understanding.

  • A person performing a handstand or acrobatic move against a black background in a dark setting.

    Creative Direction & Content

    High-energy video and visual storytelling designed to build anticipation, drive launches and move audiences.

  • Person being interviewed at a Rolling Stone Australia event, seated on a sofa outdoors with greenery and a Rolling Stone Australia sign in the background.

    Media Partnerships

    Meaningful, values-aligned partnerships that elevate your brand and extend your reach.

  • A large poster for Big Sound 2025 music event with the tagline "The Future of Music" and a stylized black octopus with eyes and stars in a purple, orange, and black design, with a blurred city street and lights in the background.

    Print Collateral & Signage

    Campaign assets designed to enhance visibility, strengthen brand presence and deliver a cohesive audience experience.

  • Audience members sitting and listening attentively at a conference with dark lighting and colorful accents.

    Copywriting & PR

    Story-led communications designed to capture and keep attention.

  • A nightclub or concert venue with purple and blue lighting, large disco balls hanging from the ceiling, and a crowd of people facing a stage with a DJ or performer.

    Performance Marketing

    Channel-specific expertise designed to drive conversions, grow audiences and maximise campaign efficiency.

Contact Us