OUR STORY
A trusted partner for nearly 50 years.
One of Adelaide’s first PR agencies, the Michels Warren story is one of constant evolution and strong relationships that have lasted decades.
Two guys with funny names
Our name comes from founders Geoff Michels and Daryl Warren who, in 1978, left the ABC to start a new Adelaide-based PR business.
Their first client was somewhat inauspicious – a whitegoods manufacturer – but they quickly established Michels Warren as one of Australia’s pre-eminent strategic communications businesses with offices in Melbourne, Sydney, Darwin and beyond.
It was also the era of long lunches, so records are a little hazy.
Enter Phil Martin
In 2003, Phil Martin arrived to take over the business and propel it beyond its first 25 years. What he lacked in experience he made up for in bravado, having just returned with wife Susan from a stint as a presenter on BSkyB in the UK.
One of Phil’s brighter ideas was to introduce a new ethos for Michels Warren – We Build and Protect Brands – a promise that has steered the success of the business ever since.
About the Bull
We are often asked – what’s with the logo? The answer is (not) simple, but it means a lot to us (which is the important thing).
In ancient Assyria, statues of winged bulls or lions called ‘lamassu’ would be erected to guard palaces, where they would often be ‘double aspect’ in that they would face the outside world and also the inner courtyard of the palace. The Michels Warren brand mark pays homage to this, reflecting our promise to build and protect the brands of our clients. So now you know.
ChinaShop Design
To complement the power and protectiveness of the Michels Warren bull, the agency’s design studio established its own brand – ChinaShop – based in subtlety and strength, colour and creativity.
Graphic design and layout work had always been part of the Michels Warren story, but the creation of ChinaShop enabled it to flourish with its own unique identity.
Full-service brand and PR
The two sides of the business steadily evolved over two decades to become a fully integrated PR, brand and communications agency.
Strategic thinking elevated through creative design, bold ideas grounded in compelling copywriting and clear direction.
Expanding ownership
Kristy Macfarlane has been a calming presence for Michels Warren clients for almost 20 years, blending creativity with strategy while adding huge dollops of common sense.
So it made even more sense that Kristy would become part of the management team in 2025, buying in to become a Director and ensuring Michels Warren continues to have great people at the helm.
One agency, one name.
Nearly 50 years into our story, Michels Warren PR and ChinaShop Design have now come back together under a refreshed name and brand identity that more fully encapsulates who we are - Michels Warren PR & Brand.
Together, we are driven by the same sense of purpose that has guided the agency for decades - we build and protect brands.
