Primary Comms Group absorbs Hardman team in sector push

Primary Comms Group has absorbed the team from Hardman Communications, expanding its work in the agriculture and industrial sectors.

Hardman Communications' staff, client relationships and sector expertise are now part of the independent Australian-owned agency, which has operated for more than 35 years.

The deal brings together two Australian-owned public relations agencies focused on industry and policy-driven communications. The addition broadens the platform available to Hardman's clients and creates opportunities across the combined business.

Chief Executive Officer Chris Hall said the transaction would deepen the agency's reach in sectors linked to the broader economy.

"Primary already supports Australian industries with deep sector expertise across energy, water, aviation, transport, manufacturing, property and cybersecurity. We are incredibly passionate about the role we play in supporting businesses, jobs and communities across Australia.

Hardman Communications has built an outstanding reputation across the agriculture and industrial sectors, and we are delighted to bring this specialist capability into Primary and leverage our combined expertise to strengthen our offering for both traditional and emerging industries where strategy, policy and positioning are key to success," Hall said.

Sector focus

Founded by Sue Hardman, Hardman Communications has worked in agriculture and industrial communications for 24 years. Under the new structure, Hardman will become Growth & Strategy Director at Primary Comms Group.

The combination adds agriculture and industrial work to Primary's existing sector base, which includes energy transition, technology, cybersecurity, aviation, manufacturing, resources, social issues, government, property development, education and sport.

Hardman said the move reflected the demands of specialist communications work in niche sectors.

"By joining Primary, we have secured the scope and scale needed to continue supporting the critical agriculture and industrial sectors that are so important to our national economy. For 24 years, Hardman Communications has served clients in these sectors with deep insights, industry connections and a true passion for the role they play in providing jobs, putting food on tables, supporting regional industry and maintaining domestic manufacturing capacity.

As part of Primary, we will be able to give our clients continuity with the people they know, while opening up access to expanded capability across government relations, advocacy, issues management, stakeholder engagement, community consultation and creative services," Hardman said.

Agency growth

The integration marks another step in Primary Comms Group's expansion strategy as independent agencies seek greater scale in specialist advisory markets. In Australia, communications firms with strong exposure to regulated and infrastructure-linked industries have increasingly pursued broader coverage across policy, stakeholder engagement and public affairs.

For Primary Comms Group, the addition strengthens its position in sectors tied to regional industry, manufacturing and supply chains. Agriculture and industrial clients often need communications support linked to regulation, community expectations, workforce issues and government decision-making, making sector knowledge an important differentiator for agencies competing in that space.

The combined group now spans communications work across traditional industries such as water, transport and manufacturing, as well as newer areas including cybersecurity and the energy transition. That mix gives the business exposure to both established corporate clients and sectors facing policy change, investment shifts and rising public scrutiny.

Hardman's clients are expected to retain access to existing personnel while also drawing on Primary's wider services in government relations, advocacy, issues management, stakeholder engagement, community consultation and creative work. Financial terms were not disclosed.