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

Returned Prime Minister Anthony Albanese had the tone right in his Federal Election victory speech on Saturday night. He was grateful and humbled. His comments were positive and he urged colleagues to be magnanimous in victory.

That last part goes out the window in the first Question Time after Parliament resumes in a few weeks. It will play out like this:

The Governor-General’s speech (written by the incoming government) will outline the Government’s agenda. A new Speaker will be elected and escorted to his or her chair with mock reluctance.

The Government will introduce its first legislation, making clear its solemn intention to deliver every promise made in the campaign. Then the public humiliation of a decimated Opposition in Question Time will begin.

What’s it like to be a returned government-in-waiting? The emphasis is on “waiting”. Unless you’re part of the leadership group, it’s all about letting the count of undecided seats finish and seeing what the PM does.

The public servants have completed briefing packs for incoming or continuing Ministers. These “Red Books” translate election promises in to “to do” lists. The PM will put Ministerial place cards onto chairs after considering the factional, gender and geographical make-up of his whopping majority.

Good performers need to be rewarded and potential challengers must be kept busy or at a distance. The indicators point to minimal change in the Ministry, but expect new blood to come into the ranks as part of a renewal process. It always happens.

The media post-mortems on the botched Opposition campaign have been landing like cluster bombs since Saturday night. All eyes will be on the Liberal Party Room for the election of a new Leader to a job that nobody genuinely wants.

Horse trading with the National Party for a new Coalition Agreement and Shadow Ministries starts after that. The Nats will put a shot across the Liberals’ bows just to make it clear that they’re nobody’s patsies and the disastrous result was not really their fault.

It was an honour for the Primary Comms Group team to both support and attend The Aquas at Le Montage in Sydney – Royal Life Saving’s premier event celebrating excellence across the aquatic industry.

This night of nights recognised the outstanding contributions, dedication, and efforts of individuals and organisations in drowning prevention and the promotion of aquatic participation. With 14 award categories presented, we were especially proud to sponsor the Excellence in Cultural Diversity award, which was deservedly won by Ennia Jones from A Splash of Colour Swimming (pictured).

Congratulations to Michael Ilinsky, CEO of Royal Life Saving NSW, and the entire RLS team for delivering such a memorable event. Michael is pictured with Australian Olympian Sam Fricker, Roy Butler MP (Member for Barwon), and our own CEO, Chris Hall.

Chris was joined on the night by Primary team members Lindsay Toussaint, Jackie Lloyd, and Johanna Rigg-Smith, and we sincerely thank Royal Life Saving for formally recognising Primary as an event partner.

The Aquas not only honours exceptional achievements but also fosters a culture of excellence in our industry. This year’s event held extra significance as it marked the 130^th anniversary of Royal Life Saving. Be sure to sign up for our regular newsletter and follow us on LinkedIn, Instagram and Facebook to keep up to date on all our news and latest Information from our clients and partners, including Royal Life Saving.