AGENCY LIST

Principals

Sydney, New South Wales, Australia
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Brand strategy and design for impactful business change

Principals is a branding agency in Australia that focuses on making brands a force for positive change. They offer services from insights to strategy, distinctive identity, and brand voice, aiming to reset and align culture through purpose, values, and employee value propositions.

Their core services include brand strategy, consumer brand design, employer brand and culture, and voice and copywriting. Principals integrates strategy, storytelling, design, and culture to activate business strategies, unlock potential, and deliver new value.

Principals has worked with notable clients such as NAB, Officeworks, and Australia Post, showcasing their ability to evolve brand identity systems and create packaging that demands attention. They are recognized as the most awarded agency in the Asia Pacific region.

12
SERVICES

Capabilities

Category

Digital Marketing

Services

What these services involve

Ads Management
Planning, launching, and optimizing paid advertising across major platforms.
Analytics & Reporting
Tracking, dashboards, and reporting that ties marketing activity to outcomes.
Content Marketing
Content strategy and production designed to attract and convert audiences.
Conversion Rate Optimization
Testing and UX improvements that increase leads and sales from existing traffic.

Local service markets

Agency details

Team size
51-200 people

How Principals scores 44 on Agency List

The Agency List Score rates each listing out of 100 across four equally weighted areas. It measures the strength of the agency's listing and public signals — not the quality of its work.

Presence & Maturity

22 / 25

How complete and how recently maintained this listing is.

  • Has a detailed written overview.
  • Has a tagline summarising what the agency does.
  • 7 of the core profile fields are filled in.
  • Profile details were updated recently.
  • No founding year on record.

Relevance & Capability

9 / 25

How clearly the agency's specialism and services are classified.

  • Assigned to a primary category.
  • No individual services listed.

Credibility & Trust

13 / 25

Contactability and verification signals that show a real business.

  • Listing ownership is not yet verified.
  • A working website is on record.
  • A contact address on the agency's own domain is on record.
  • A phone number is on record.
  • Location is on record.

Authority & Proof

0 / 25

Independent proof of work: reviews, published projects and awards.

  • No published reviews yet.
  • No published project work yet.
  • No awards recorded.

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About this agency on Agency List

Principals is listed on Agency List as part of our global directory of professional agencies. Profiles are compiled using a combination of agency-submitted information, publicly available data, and Agency List classification systems.

This page reflects the most current information available for Principals and may evolve as additional data is verified or updated.

Local context

Principals operates in Sydney, New South Wales, Australia serving clients locally and beyond. Agency List organizes firms by geography to help buyers understand the distribution of agencies across regions and markets.

Service markets

Browse service-specific market pages for Principals across the geography this profile serves.

Region

Country

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Data notes

Profile information is derived from agency submissions and public sources. Some attributes may be estimated and are updated over time as additional data becomes available.