Public Library PR: Best described as ‘If You Know, You Know’.
Founded by local fashion luminaries Dan Gosling and Emma Cruickshank, Public Library PR (PL PR) is the agency you may not have heard of—but you’ve definitely seen its work.
Content creation, activations, catwalk shows, earned media, paid partnerships, sponsorships, parties, dressing (in the much-talked about showroom of its contemporary Grey Lynn space), the team is prolific.
Operating behind the scenes, PL PR shapes brand strategies that drive visibility, hype and reputation for some of the most influential brands across Aotearoa and now Australia. With its first Australian branch, headed up by Account Director Summer Busch, having launched in September 2024, the agency continues to expand its reach and address book over both sides of the Tasman.
Opening its doors in 2008, the agency has evolved from a specialty fashion communications firm into a publicity & promotion powerhouse nestled in its happy place of consumer lifestyle PR. Its client roster spans entertainment, fashion, retail and lifestyle, working alongside global and local heavyweights such as Live Nation, PRADA, Commercial Bay, The Walt Disney Co., Deadly Ponies, Stolen Girlfriends Club, Vans, Platypus Shoes, NOM*d, Jameson, Steinlager, Pals and Dr. Martens, among many others.
The small but mighty team of 8 (shout out Summer, Laura, Ant, Soui, and our exciting new additions Synthia & Estelle), led by Head of PR ANZ Imogen O’Neill, is obsessed with the ever-evolving zeitgeist of pop culture, youth culture and the power of influence. Its growing reputation is based on the team’s ability to help brands move successfully, within the fast-paced machine of social trends, fads, niches, subcultures and communities. Known for its ability to decode cultural shifts and translate them into fresh, creative, compelling executions, the team specialises in navigating the elusive world of Gen Z (as well as some Gen Alpha work starting to creep in).
With a sharp focus on retail traffic and consumer conversion, PL PR helps brands navigate, translate and move in a way that fosters an engaged community, while also educating client teams on real-time trends and attitudes to help unlock new friends and brand fans.
Beyond strategy and storytelling, Public Library PR is committed to fostering and championing young Kiwi creatives. Often being the first to put their hands up to work with new talent and collectives, the team often extends time to sit-down with young brands and creatives to answer questions and provide guidance and, in some cases, also granting access to its in-house studio, removing the barrier of hiring costs and demystifying the process enabling local creativity to flourish.
This process has frequently led to Public Library providing creatives with their first commercial jobs.
Notes from Imogen, “We’re in our happy place when working in the youth culture and trend-forecasting space and as Dan always says, if we’re happy at work and proud of what we’re putting out then the clients will come – and so they have.
Luckily (or thanks to a sh*tload of hard work if we’re being honest), we’ve managed to build up a lot of trust among our clients over the years. They actively listen to our insights and ideas and are enthusiastic to try new things, which has led to an accumulation of seriously impressive campaigns.
But it still feels like we’re just getting started, which is both daunting and exciting. All we can say is – watch this space (and follow our TikTok!).”
Discover Public Library PR online and via Instagram and TikTok