Industry veteran Dani Lombard has announced the rebranding of her consumer lifestyle PR agency to Stark Raven. The rebrand follows a five-year partnership with Soda Communications Melbourne, with Lombard stating, “After a five-year partnership with Soda Communications Melbourne, we’ve decided to continue our journey independently.”

Stark Raven, based in Sydney’s Mosman, operates across diverse industries including beauty, health, food and beverage, parenting, sustainability, and lifestyle. Over its 17-year tenure, the agency has worked with brands such as Swedish electric car brand Polestar, Benefit Cosmetics, Pukka Herbs, GO Healthy Vitamins, and Victoria’s Secret.

The agency has also supported health and fitness personality Sam Wood on the launch of his 28GO range of protein foods, and Turia Pitt on her online running program, Run with Turia. Lombard confirmed that Stark Raven will continue to deliver PR campaigns for its clients and will work with partners to deliver additional services including media training, video content creation, reputation analysis, media buying, and brand strategy.

The new name, Stark Raven, is inspired by the intelligence and communication skills of ravens. “Ravens are maestros of messaging, adept at solving problems, using tools, and planning ahead - traits that allow them to thrive in diverse environments. Like ravens, we are clever, adaptable, and focused, excelling across various industries, serving clients of all sizes, and delivering messages with clarity and precision,” Lombard explained.

The rebrand also pays homage to the audacious spirit of innovation. “It’s a nod to the adage ‘stark raving mad,’ celebrating history’s most brilliant minds, whose unconventional ideas and methods were once dismissed as madness,” said Lombard. “Stark Raven embodies the belief that exceptional public relations demands a blend of sharp intellect and creative eccentricity, especially at a time where budgets are being squeezed but impact remains paramount,” Lombard added.

Reflecting on the evolving PR landscape, Lombard said, “Back then, print media was king, Instagram hadn’t been invented and nobody had an iPhone in their pocket. While the playing field looks quite different these days, PR, when done well, is still one of the most cost-effective and impactful channels in the marketing mix.”

In addition to her work with Stark Raven, Lombard has raised more than $75,000 for cancer research through competing in endurance events with the non-profit Can Too Foundation.