Narrative Communications Opens Sydney Office, Appoints Sophie Mullen as Director
Narrative Communications expands to Sydney with Sophie Mullen as director, capitalizing on Australia's A$652.8M+ PR market and strengthening multi-city operations for national clients.
Strategic public relations agency Narrative Communications has opened a Sydney office in February 2026, led by newly appointed director Sophie Mullen. The Melbourne-based firm's expansion reflects growing demand for multi-city operations among Australian PR agencies serving national clients.
New Director Brings International Experience
Sophie Mullen joins Narrative with over eight years of experience in corporate communications, reputation management, and crisis management. Her background includes senior positions at Deliveroo in the UK and Ireland, plus advisory roles at Hanbury Strategy and Burson.
Mission Media
Mullen's appointment carries personal significance. Her grandfather, Laurie Kerr, founded International Public Relations, one of Australia's first international communications consultancies. This family legacy brings global perspective to Narrative's domestic expansion strategy.
"Narrative has built a strong reputation for thoughtful, strategic work with clients across Australia and opening a Sydney office reflects the next phase of that work," Mullen said. "I'm incredibly excited to be building a team of local experts who will help our clients navigate complex communications challenges."
Principal Lahra Carey will split her time between Melbourne and Sydney to support the expansion. "Opening a Sydney base is a natural next step for Narrative," Carey explained. "We already work with clients across Australia, so having a physical presence in Sydney allows us to strengthen those relationships, attract new partnerships, and continue delivering strategic, high-impact communications support at scale."
Market Dynamics Drive Geographic Expansion
The move positions Narrative within Australia's PR services market, valued between A$652.8 million and A$998.12 million in 2023. Sydney's economic output of A$490 billion represents 23% of Australia's GDP, creating sustained demand for communications services.
Melbourne leads Australia's PR sector with A$1,016.47 million in revenue during 2023-24, while Sydney hosts over 12 major agencies each generating revenues above A$30.58 million. This competitive dynamic drives agencies to establish presence in both cities.
Industry confidence remains strong. Sixty-eight percent of Australian PR agencies expect revenue growth in 2026, with national PR revenue projected to reach A$760.8 million by 2028-29 at 2.7% annual growth.
Multi-City Operations Become Industry Standard
Narrative's expansion mirrors broader industry trends. New Zealand-based agency Multiplied recently opened a Sydney office led by Alex Edwards, driven by client demand from brands including Heineken. Adoni Media operates across Sydney, Brisbane, and Perth to provide national coverage.
This multi-city model enables agencies to support clients with distributed operations. Elevate Communication has worked with Battery World's 110-plus stores nationwide since 2020, while supporting TriCare's national expansion across Australia starting in 2023.
The Sydney office will collaborate with sister agency NewsFlash Media to provide corporate and strategic communications, reputation management, crisis advisory, and executive media training. Narrative serves clients across technology, property, startups, financial services, retail, and health sectors.
Sydney's launch of 16,385 new businesses in 2024-25 continues to drive demand for brand visibility and communications services that justify expansion investments.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
