Former head of curation for Mumbrella and Unmade Cat McGinn has launched new agency Liminal & Co.
The business will specialise in helping marketers and agencies in increasing their AI capacity, developing strategy, executive narrative and improving experience design.
The advisory offers senior strategic engagement through a fractional model, giving organisations access to the depth of a chief-level hire without a full-time commitment.
It launches with US-based agency NotContent as a foundation client, a partnership that demonstrates the advisory’s practical, application-first approach to AI capability.
The world’s first generative AI creative agency, NotContent is known for leading the industry in applying generative AI to creative production at scale, with clients including Supergoop, Tommy Hilfiger and Adidas.
Through the partnership, NotContent will now deliver structured AI training programmes to Australian agencies and in-house brand teams, focused on the practical application of generative AI tools across creative and production workflows.
“Transformation doesn’t fail because organisations lack the right tech,” McGinn said. “It fails all too often because the system and environment changes, but the narrative doesn’t, and therefore the experience doesn’t reflect reality either. Liminal & Co recognises that all too often what looks like a capability problem is actually a coherence problem.”
“The launch of Liminal & Co marks the convergence of a career spent moving between three disciplines: large-scale digital transformation, leadership narrative, and live experience,” said McGinn.
“Liminal & Co. will offer services spanning three intersecting areas: AI and transformation strategy for teams working out what adoption actually looks like in practice; executive narrative and leadership communication for leaders whose public voice needs to reflect where they’re going, not just where they’ve been; and event strategy and experience design for organisations looking to translate brand strategy into live moments,” she said.
“I am so proud to be launching with NotContent as a foundation client. Their engagement reflects Liminal & Co.’s broader position: that building AI capability in Australian marketing organisations requires contextualised training, not imported frameworks or keynote theory.
“I am so excited about what we can do together; being able to support Australian talent to compete on a global level by building their AI capabilities and foster innovation. Jeremy has demonstrated that AI can be a huge accelerator for creativity, not a replacement, and those skills are needed in this market.”
McGinn is a well-known industry strategist, columnist, and was also the founder of humAIn, Australia’s first AI event for media and marketing.
McGinn brings more than two decades of experience across strategy, content and large-scale event production, having shaped many of the industry’s leading trade events, such as Mumbrella360, humAIn, Remade and Unlock, McGinn is also a well known marketing strategist who has held senior strategy roles with Apparent, Mindshare and also a senior marketing role with The Australian College of Midwives. She has also worked as a journalist, ghostwriter and author.
