Robyn Catinella is the Founder and Managing Director of CATINELLA, a Sydney-based communications and wholesale agency. Since launching the globally recognised agency in 2016, Robyn has delivered 360-degree support to an impressive roster of local and international clients, including Audemars Piguet, Christopher Esber, R.M.Williams, and Sarah & Sebastian.
Before establishing CATINELLA, Robyn held senior leadership roles in the PR and fashion industries, serving as Press & Sales Director at EVH and later as PR & Sales Director at Ellery. In this interview, Robyn shares how she stays ahead in the fast-paced world of PR, her approach to maintaining creativity and individuality across clients, and her advice for fellow founders navigating the industry.
Can you define your agency?
CATINELLA is a creative communications and wholesale agency that embraces a modern 360 degree approach grounded in excellence, ingenuity and commercial insight.
"We view each client through a design-led lens that prioritises storytelling, brand guardianship and meaningful connections, in ways that resonate long after the moment has passed."
Our client portfolio uniquely spans global luxury and the new guard of Australian design, a juxtaposition that is unique to our agency. From heritage maisons like Audemars Piguet and R.M.Williams to directional leaders including Christopher Esber, Common Hours, Cushla Whiting and Courtney Zheng, we navigate both legacy and emerging voices with equal care and conviction. We’ve also played a pivotal role in launching globally recognised brands such as Matteau, SIR The Label, Paris Georgia, Aya Muse, Esse and Beare Park, offering a dual lens of communications and wholesale strategy that builds brand equity from the ground up. It’s this ability to balance prestige with progression that distinguishes us locally in Australia.
What sets your agency apart?
Our people, creativity and passion. I am so proud of our team and what we achieve daily.
"We innovate, not imitate, and we move fast. We are a boutique agency and this means we can remain nimble whilst doing everything with intent."
We are also intuitive, and let this intuition guide our approach. Our work is underpinned by strong relationships and meaningful strategy, and we are structured to deliver commercial and creative impact in equal measure. With dedicated wholesale and communications divisions, our strategic thinking is both broad and deep, allowing for cross-pollination and holistic brand growth. Christopher Esber is a leading case study for us, where both sides of the agency have worked in synergy to support global expansion. Few agencies offer both disciplines at the level we do.
How do you manage your time between clients vs stakeholders (influencer / press / VIP / creatives)? How do you ensure the right output vs retainer?
We approach every brand as if we’re an extension of their in-house team. Brand guardianship is a privilege, and with that comes deep listening, sharp prioritisation and a commitment to meaningful outcomes. We value quality over quantity, and the balance lies in the lucid. We don’t seek to do everything - we aim to do the right things, intentionally. Every touchpoint is purposeful. That means being honest with time, clear in scope, and agile in execution. (Just like dating) there’s no time for games - that way we can stay aligned with scope, strategy and budgets.
What’s your Agency mantra?
Energy and light are everything. What you give out is what gets absorbed, so invest it with intention. Protect your energy, avoid the drainers(!), and move through the world with clarity and care. Lead with lucidity, trust your instincts, and honour the process.
"Above all, people matter most."
Work with those who are in alignment, creatively, energetically, ethically, and the magic will follow.
Why has your Agency stood the test of time?
Grit, passion & perseverance mixed with creativity, dedication and intuition. We remain curious and seek the magic in the undiscovered, while staying grounded in strategy and substance.
What advice would you give to someone wanting to start their own agency?
If you’re going to do it, truly commit. Take the leap of faith and trust your intuition, it will be your most valuable compass. Build strong foundations, protect your brand like it’s your name (because it is), and lead with integrity.
"Prioritise building genuine relationships; they are the most valuable currency in this business and will carry you further than any quick win ever could."
Don’t waste energy stressing about the people who don’t understand your vision, focus on the ones who do, and build with them. Stay consistent, stay curious, and stay kind. Vision matters, but execution is what gets you there.
Why has your Agency stood the test of time?
Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant?
It begins with deep listening and understanding.
"Each brand has its own voice, rhythm, and reason for being. Our role is to distil that essence and amplify it without ever diluting it."
We approach each brand like its own universe, with a bespoke strategy, tone and tempo. Creativity comes from context, so we draw from culture, conversation and intuition to keep things evolving. We resist rinse-and-repeat thinking, instead leaning into considered storytelling and ideas that feel timeless, not what’s on trend. No two clients are the same, and that’s where the magic lives. We stay creatively energised by honouring difference.
Working across so many brands, how do you creatively ensure they maintain their unique sense of identity and you are constantly rolling out fresh concepts to stay relevant?
While there is strategy behind everything, this also comes back to that intuition and energy. As the agency approaches its 10 year anniversary, each of our clients has found us, and that speaks volumes. We’re drawn to brands that are design-led, purpose-driven and committed to craftsmanship. We look for alignment in values and creative vision. It’s less about chasing scale and more about nurturing substance.
Quickfire Questions
Coffee Order
Soy Latte. Always.
What’s inspiring you?
Ocean swims & photography are my go-to’s when I’m needing a creative refresh, but I’m also always inspired by those who aren’t afraid to go their own way and lead the next vanguard of creative thinking. The humans who face adversity & keep striving.
Your dream client?
(One with budget haha) The one who backs bold thinking and isn’t afraid to break the mould.
Groundbreaking brand you admire?
The Row. Their quiet yet ingenious approach leads by example. Khaite, I've been a fan since day one; their tension between structure and sensuality feels fresh every season. Beyond ready-to-wear, hotels like The Twenty Two in London and Borgo Santandrea in Amalfi are benchmarks of considered luxury and immersive storytelling, both worthy of admiration.
Campaign you wish you’d done?
Juergen Teller and Phoebe Philo’s iconic SS15 campaign with Joan Didion. A revered icon meets intellectual cool. Daniel Lee’s campaigns for Bottega Veneta also struck a powerful chord; each one felt visceral and immersive. The AW20 campaign with Mona Tougaard remains etched in my memory.
