They say you can't choose your family. Fortunately, you can choose who you trust to tell your story.

MFPR is a strategy-led communications agency specialising in fashion, lifestyle, culture, music and purpose-driven brands. We work at the intersection of creativity, commerce and culture, helping brands, artists and organisations build relevance, influence and impact.

For almost two decades, we've partnered with clients who aren't interested in simply being seen; they want to shape conversations, challenge conventions and create meaningful connections with their audiences. From global brand launches and Australian Fashion Week activations to cultural movements and First Nations-led initiatives, our work is driven by one fundamental belief: stories have the power to change perceptions, industries and communities.

While our visual identity has evolved over the years, the philosophy that built this agency remains unchanged. We believe the best work comes from genuine partnership. We become invested in our clients' ambitions, treating every brand as if it were our own and every campaign as an opportunity to create lasting cultural impact.

Our team brings together expertise across strategic communications, public relations, creative direction, content development, partnerships, talent relations and brand strategy. More than publicists, we are storytellers, strategists and cultural connectors who understand how to build influence in an increasingly complex media landscape.

Because great communication isn't about chasing attention.

It's about creating work that people remember.

Meet the Director

Cultural Strategist. Creative Director. Founder, MFPR

Matt Jordan is an Australian cultural strategist, creative director and communications leader whose work sits at the intersection of fashion, culture, media and social impact. With more than 26 years of experience spanning brand strategy, creative direction, buying, public relations, content creation, digital publishing and product development, he has built a reputation for creating culturally significant campaigns that shape conversations, influence industries and drive commercial outcomes.

As Founder and Agency Director of Mother & Father Public Relations (MFPR), Matt has spent nearly two decades helping brands, artists, institutions, and cultural organisations define their purpose, sharpen their narrative and build meaningful connections with audiences. His work extends beyond traditional public relations, combining strategic communications, creative direction and cultural insight to create campaigns that resonate far beyond the news cycle.

Throughout his career, Matt has consistently identified emerging cultural movements before they enter the mainstream. His approach is grounded in a belief that the most successful brands do not simply sell products or services; they contribute to culture, shape identity and participate in conversations that matter.

His work relaunching the Dunlop Volley brand transformed a heritage footwear label into one of Australia’s most sought-after cultural brands. This campaign, driven by strategic storytelling and digital innovation, became one of the country’s most successful brand revitalisations and positioned Matt as a prominent voice in modern brand communications.

Since founding MFPR in 2007, Matt has led the development of numerous industry-defining campaigns and world-first activations. These include Australia’s first “shop-the-runway” initiative at Australian Fashion Week and pioneering partnerships that connected fashion, tourism and content creation in entirely new ways. His work has consistently challenged conventional approaches to marketing and communications, creating campaigns that generate both cultural relevance and measurable business impact.

Today, Matt is recognised for his ability to translate complex ideas, social movements and cultural shifts into compelling narratives that engage audiences, media and stakeholders. His expertise spans cultural strategy, creative direction, narrative development, brand positioning, media relations, partnership development, content ecosystems and audience engagement.

In recent years, Matt’s work has become deeply connected to the advancement of First Nations fashion, arts and cultural expression. Through his ongoing partnership with First Nations Fashion + Design (FNFD), he has helped position First Nations fashion as one of the most significant cultural and creative movements in Australia.

As lead strategist behind FNFD’s historic Australian Fashion Week campaigns, Matt developed communications frameworks that elevated First Nations designers from industry participants to cultural leaders. Under his direction, FNFD’s debut Fashion Week campaign generated more than 55 million global media impressions and accounted for approximately 60 percent of all earned media generated throughout the event. The following year, that reach grew to more than 69 million people globally.

However, Matt views these outcomes as more than media metrics. His work focuses on creating sustainable cultural infrastructure that supports economic independence, creative sovereignty, and long-term visibility for First Nations creators. Through strategic partnerships, advocacy and storytelling, he has helped build pathways that connect Indigenous creativity with mainstream audiences while maintaining cultural integrity and self-determination.

Across sectors like fashion, music, tourism, arts, and social impact, Matt’s work is driven by a belief that culture shapes identity and can inspire positive change, motivating audiences to engage more deeply with cultural narratives.

Matt's cultural strategy work also extends into the music industry, most notably through his long-standing collaboration with acclaimed Malyangapa and Barkindji artist, rapper and activist BARKAA. Recognised as one of the most powerful and uncompromising voices in contemporary Australian music, BARKAA's work exists at the intersection of art, activism, truth-telling and First Nations sovereignty.

Working closely with BARKAA across strategic communications, creative direction, media relations, and brand development, Matt has helped position her not only as a leading artist but also as one of the country's most important cultural commentators. Together, they have developed campaigns and cultural moments that challenge conventional narratives, elevate First Nations voices and create space for difficult but necessary national conversations.

Through a combination of strategic storytelling, earned media, visual world-building and cultural positioning, Matt has helped amplify BARKAA's voice across mainstream media, fashion, music and political discourse. Their work has demonstrated how artists can function as cultural leaders, using creative platforms to drive awareness, advocacy and social change.

This collaboration reflects Matt's broader approach to communications: building cultural influence rather than simply generating publicity. By helping artists, creators and organisations articulate a clear sense of purpose and identity, he creates platforms that allow their work to resonate deeply with audiences and contribute meaningfully to the cultural landscape.

Across projects spanning music, fashion and cultural advocacy, Matt has consistently championed the idea that storytelling is one of the most powerful tools for shaping public consciousness. His work with BARKAA stands as a leading example of how strategic communications can be used not only to build careers but to build movements.

Today, Matt is sought after by organisations looking to navigate cultural change, build authentic relevance and create work that matters. His unique combination of strategic thinking, creative leadership and communications expertise has positioned him as one of Australia’s most distinctive voices in culture-led brand building and contemporary storytelling.