Communications and marketing agency for VCs in Australia

Archetype is a communications and marketing agency for venture capital firms and their portfolio companies in Australia.

Based in Sydney and plugged into APAC, we work with VC funds that need a trusted partner to shape their own profile, support portfolio launches and help high growth companies tell credible stories to the people who matter most: founders, follow on investors, talent, partners and customers.

If you are a VC looking for an agency partner in Australia, this is where we fit.

Who we work with

We support:

• Early, growth and late stage VC funds with Australian portfolios
• Global and regional funds investing into Australia and wider APAC
• Corporate venture and strategic investment arms
• VC backed B2B and B2C tech companies across SaaS, fintech, AI, cyber, climate and platforms

We typically partner with:

• General Partners and Managing Partners
• Platform, marketing and portfolio support teams
• Heads of communications and investor relations
• Founders and marketing leads at portfolio companies that are ready to grow

What we do for venture capital firms in Australia

We help VCs build a visible, credible presence in Australia and support the stories of the companies they back.

Positioning and narrative for the fund

• Defining the fund’s story and long term thesis for Australia and APAC
• Messaging frameworks for founders, co investors, LPs and media
• Clarifying what kind of capital, support and network you really offer
• Capturing proof points that go beyond logos and headline valuations
• Playbooks so all partners describe the fund in a consistent way

You get a clear articulation of why the right founders and LPs should choose you.

Fund profile, media and thought leadership

• Media relations with business, tech and startup outlets in Australia
• Thought leadership articles and opinions under partner bylines
• Commentary on sectors where you have conviction such as AI, fintech, cyber or climate
• Profile building for individual partners and the partnership as a whole
• Media preparation and briefing for higher profile interviews and announcements

We focus on quality and relevance, not scattershot coverage.

Platform and founder content

• Content strategies that support founder education and portfolio enablement
• Playbooks on topics such as funding rounds, comms hygiene, launch strategy and issues management
• Guides and templates that portfolio teams can adapt quickly
• Events, webinars and roundtables that put founders and partners in the same room with the right people

We build materials that help founders move faster and make better choices.

What we do for portfolio companies

VC backed companies often need senior quality support but cannot justify a large internal team. We step in where it counts.

Launch, growth and repositioning

• Australian market entry and launch programmes for portfolio companies
• Messaging and positioning for the Australian market, aligned with global story and investor narrative
• PR, content and digital campaigns that support the next stage of growth
• Support for key funding announcements in coordination with the company and the fund

We help portfolio companies look and sound like the calibre of business you have invested in.

B2B and tech communications

• B2B tech storytelling for enterprise and mid market buyers in Australia
• Thought leadership and executive profiling for founders and local leaders
• Integrated campaigns across PR, content, LinkedIn and paid social
• Support around sensitive moments such as outages, restructures or public scrutiny

We operate well in categories where trust, complexity and scrutiny are high.

ABM, mid funnel and sales support

For B2B portfolio companies, we help connect awareness to revenue:

• ABM and strategic account programmes for Australia and APAC
• Mid funnel campaigns aimed at buying groups and verticals
• Sales enablement content and playbooks that carry the same story
• LinkedIn paid programmes targeted at the right decision makers

This helps your investments move from story to scale.

Why VCs choose Archetype in Australia

Deep technology and startup context

We work primarily with technology and innovation led businesses, so:

• We understand SaaS, platforms, infrastructure, AI, fintech and climate tech
• We know the difference between seed story, Series B story and pre IPO story
• We can work with founders who are learning communications as they go

You get a partner that fits naturally into the portfolio environment.

Sydney based, APAC connected

From Sydney we:

• Understand the Australian media, policy and startup landscape
• Work across APAC so your portfolio can expand into regional markets
• Align Australian activity with global HQ and overseas PR or marketing partners

For global funds, that means a single point of contact on the ground.

Integrated support across PR, content and digital

We connect:

• Fund positioning and partner visibility
• Portfolio PR, content and digital campaigns
• Executive visibility and thought leadership for both GPs and founders

You avoid a patchwork of agencies and freelancers, and your narrative stays coherent.

How we work with funds and portfolios

With the fund

• Clarify the fund’s positioning, story and proof points
• Agree where you want to be visible and why
• Build a simple model for how we engage with portfolio companies

With portfolio companies

• Provide a clear menu of support options by stage and need
• Work closely with founders and marketing leads, not around them
• Give the fund line of sight without dragging you into every detail

With other partners

• Coordinate with global agencies for companies headquartered elsewhere
• Share context and learning back into your platform team
• Avoid clashes between investor and company narratives

We keep governance clean while staying responsive.

Typical situations where we add value

Funds usually come to us when:

• “We have a strong portfolio in Australia but a limited profile compared to what we have built.”
• “Our partners are visible inside the ecosystem, but we do not have a coherent external narrative.”
• “We want a standard, trusted partner we can recommend to portfolio companies in Australia.”
• “Our portfolio companies are entering or scaling in Australia and need senior support they can actually afford.”

Frequently asked questions

Do you work for the fund or the portfolio company?
Both. We can be retained directly by the fund for fund level work and platform support, and we can also work directly with portfolio companies on their own briefs, with you in the loop.

Do you only take on portfolio companies from funds you already work with?
No. We work with VC backed companies from a range of funds, however having a shared understanding with the investor usually speeds things up.

Do you help with investor relations and LP communication?
We can support narrative and content for LP updates and materials. For regulated financial disclosure and investor reporting we expect to work alongside your legal and finance teams.

Can you support global announcements locally in Australia?
Yes. We often handle Australian adaptation and media for global funding and product announcements, coordinating with lead agencies in the United States, Europe or Asia.

Do you only focus on B2B tech?
B2B tech is our core, however we also work with selected B2C and platform businesses where the story and buying journey are complex.

Talk to us about supporting your fund and portfolio in Australia

If you are a VC that needs a seasoned agency partner in Australia, Archetype can help you:

• Clarify and raise the profile of your fund
• Provide structured support for portfolio companies that are ready to grow
• Handle Australian activity for global announcements and campaigns
• Connect communications and marketing across fund, founders and markets