Primary Ideas is a full-service content agency. We provide bespoke content creation and marketing for a multitude of top brands, companies and individuals across digital and print platforms.

Our strengths extend to editorial, publishing, creative direction and media training.

We build and deepen valuable relationships; we bring strategies to action to help engage and deliver results.

We are agile, we are passionate, and we remain eternally curious.

We challenge the accepted, invigorate the tired, re-examine the expected.

Katarina Kroslakova

Founder, Editorial Director

Editor and journalist Katarina Kroslakova has earned her place as an authority on curating luxury experiences. The former Editor of the Australian Financial Review’s Life & Leisure and Luxury magazines brings almost 20 years’ experience writing for, consulting to and editing respected national publications with global reach. Her portfolio includes a high calibre of media outlets including Fairfax Media, News Ltd, Pacific Magazines, Bauer Media, the ABC and Macquarie Radio Network.

Katarina works regularly with media outlets across Australia offering commentary and expert opinion on the business of lifestyle and luxury, with topics covering retail, food, fashion, arts, travel, retail and motoring. She brings a vivacious, informative and honest style that encapsulates the modern luxury lifestyle.

Our Clients