Earlier today at the Four Seasons Hotel in Sydney, UDIA NSW hosted its annual Winter Luncheon with special guest speaker, the NSW Treasurer, the Hon. Daniel Mookhey MLC. 

In a keynote that zeroed in on one of the challenges of our time, housing, the Treasurer addressed the pressing need to ensure more people in the State have a place to call home. He was clear: without enough housing for the people who keep the State running, the State faces not just a housing crisis, but an economic one. 

The Treasurer used the platform to outline how the 2025–26 NSW Budget demonstrated the Minns Government’s commitment to tackling the housing crisis. 

He spoke of the security of a house, the social cohesion it provides and that there is a critical need to “make sure we are building more homes” and went on to add that his budget will help build more homes, more of the skills needed and that “builds confidence”. 

He acknowledged that the Government’s policy direction has been shaped by strong industry advocacy noting UDIA’s role in securing key reforms. Among the initiatives highlighted were: 

1. Pre-Sale Finance Guarantee – the Treasurer confirmed that this was directly influenced by industry advocacy, including that of UDIA NSW. Under this policy, the NSW Government will act as guarantor for up to 50% of approved housing projects, unlocking finance for developers and helping to accelerate the delivery of 15,000 new homes over five years. 

1. Works-In-Kind Policy – Mr Mookhey also recognised the influence of UDIA NSW in progressing this initiative, allowing developers to directly deliver vital infrastructure such as roads, parks and services in place of monetary contributions. He credited UDIA NSW CEO Stuart Ayres and the team for putting it “on the radar”. 

In a candid panel discussion, the Treasurer emphasised the importance of robust and credible advocacy, saying: “I am sceptical, but I listen” while pointing out to the floor that they should “expect rigour” around their recommendations. 

He also spoke about broader economic pressures, including the impact of the recent GST distribution decision, which he said represented a larger revenue loss to NSW than either COVID-19 or the Global Financial Crisis. NSW has lost a gross $12.3 billion in revenue but remains the only state to have lowered its debt forecast. 

On the topic of workforce capacity, Mr Mookhey was blunt, “We don’t have enough construction workers in NSW.”

He noted the State’s current construction workforce of 400,000 is insufficient to meet the housing, infrastructure and disaster-recovery needs, pointing to substantial TAFE investment as a key response. 

Importantly, he outlined the role of the new Investment Delivery Authority, inspired by the Housing Delivery Authority model, which will focus on non-residential projects over $1 million, aligning them with growing communities and the infrastructure they need. 

Closing the event, the Treasurer reaffirmed the government’s growth-focused mindset and promised continued reform in the planning system saying the challenge of housing won’t be fixed in one budget but added, “We are serious about solving the housing crisis.” 

The Primary Comms Group team was on the ground to support UDIA NSW and connect directly with the Treasurer following the on-stage Q&A, continuing the conversation around housing, reform and progress. 

When our clients go global, so do we. Mary-Anne Boustany, Account Director, recently returned from the LFRA Overseas Study Tour 2025, where Primary was proud to embed ourselves alongside the Large Format Retail Association team and 35 of its members for an immersive journey through some of the most exciting and innovative retail precincts in the United States.

This wasn’t just a tour – it was a strategic expedition through Dallas and Miami, two of the most rapidly expanding cities in the US, where Large Format Retail is being reimagined in real-time. These precincts showcased how retail centres are evolving beyond transaction, combining immersive design, dynamic placemaking, and brand storytelling to keep consumers engaged and returning.

More than a front-row seat to innovation, the Study Tour unpacked the macro trends shaping the sector: urban growth, zoning frameworks, logistics and supply chain shifts, and the increasingly strategic role of leasing and investment.

A standout moment was a private briefing with Gabrielle Hall, Australia’s Trade Commissioner in Texas, where members gained valuable insights into trade, investment, and global growth pathways for Australian retailers and developers. Further sessions with industry giants like FTI Consulting and CBRE offered deep market intelligence and future-looking analysis that will inform the next chapter of growth in Large Format Retail.

As strategic communications advisors, Primary was there to capture, shape, and amplify the story. From curating content and stakeholder engagement to supporting industry positioning, we helped ensure that the impact of this tour reached far beyond the itinerary.

We don’t just support our clients, we become part of their team. Embedded, aligned, and ready to deliver wherever the opportunity leads. It’s how we grow, how we learn, and most importantly, how we help our clients lead.

At Primary, we’re always ready to step in and become an extension of our clients’ teams, helping make great things happen, wherever the opportunity takes us.

Follow us on LinkedIn, Instagram and Facebook to keep up to date on all our news.

At Primary, hard work and strategy form the solid foundation of everything we do — whether that is in the office, on the road, or in conversation. It fuels our creative thinking, sharpens our focus, and helps us deliver clear, actionable insights that #MakeGreatThingsHappen for our clients and partners.

In our 35th year, we remain committed as ever to constant growth – personally, professionally, and as a team – and that means never standing still, looking at how to innovate and best integrate new technology. So, it was a pleasure to spend the day in a Strategic Workshop in Sydney with  Amanda Little, exploring many aspects of our industry, including the role of agility in strategic thinking.

Among some of the big questions we unpacked on the day were:
1) At what point should your strategy evolve?
2) How to ensure we’re solving the right problem?
3) The ideas on how to tell an even more compelling story.

As the boundaries between marketing, PR, GR, and creative communications continue to blur, the intersection of strategy and creativity has never been more vital.
#Celebrating35Years

This month, Primary Comms Group proudly marks 35 years of driving successful outcomes, helping our clients stay ahead of the game by teeing up winning strategies.

From navigating challenging terrains to landing the perfect approach, we’re proud to support our clients and partners Australia-wide with precision, purpose, and passion.

We bring together expertise in strategic communication, government relations, creative design, and community engagement – all under one roof – and we’re proudly 100% Australian owned. This year, we’re already well on course for another strong round of results, partnering on 54 (and counting) client projects.

Over the past 35 years, we’ve remained fiercely independent, with our unique partner-owned structure leading a team of experts. Creativity, strategic insight, and lasting relationships are at the heart of everything we do.

To celebrate this special milestone, (pictured above) the team gathered at our Sydney Head Office to first tee off with a delicious cake, then really got into the swing of things at a golf driving range before finishing it off with a round of pizzas.

We would like to express our thanks to all who have been part of this wonderful journey – staff, partners, clients and colleagues from across the years.

If you’d like to make an enquiry, drop us a line at primary@primarycommsgroup.com.au or call +61 2 9212 3888.

Here’s to the next 35!

#WeMakeGreatThingsHappen #HappyBirthdayPrimary #35YearsYoung