In 2024, Federation is an agency that’s leading transformation and defying downturn trends. One of New Zealand’s most wellestablished independent advertising agencies, it’s a company that’s built a reputation for continually zigging in a zagging industry. In recent months, it has announced a string of senior appointments, including awarded creative leader Brad Collett as Chief Creative Officer; internationally recognised Dan Bye, a double-global Effie winner, as Chief Strategy Officer; and the promotion of Cambridge University sustainability-qualified Olly Walker-Boden to the role of Managing Director.
Federation views 2024 as the shake-out year for many brands and organisations – a year in which economic downturn intersects neatly with unprecedented opportunity via rapid strategy acceleration and transformational change that fully optimises future results. CEO Sharon Henderson says they know a thing or two about ensuring ashe herself founded in 2008, during the global financial crisis (GFC) – forces itself to change continually to ensure it adapts to an ever-changing business landscape she believes has accelerated into three-year cycles.
