There’s an indisputable trend towards New Zealand-owned creative agencies thriving, despite the dominance of global networks. Local agencies tend to be more agile and adaptable, allowing them to quickly respond to client needs and changing market trends. This is particularly valuable in today’s fast-paced digital landscape.
“There’s been a definite trend over the past five to 10 years of larger clients moving their business to smaller, more integrated agencies,” Bastion Creative’s Managing Director at Bastion Shine, Toby Sellers, tells NZ Marketing. “There are several reasons for this, but the big one is diversity of thought and a more nimble approach to idea generation and delivery.
“Indies aren’t bound by the same rigid processes and financial structures imposed by the global holding companies, and have been successful in attracting top talent away from the global networks. Once this talent is given the freedom to ideate and collaborate in more entrepreneurial ways, the value proposition for clients becomes very attractive.”
Air New Zealand is Bastion Shine’s largest client. It’s one that’s sought after by much of the advertising industry, yet the airline has chosen an independent Kiwi agency above the heavyweight competition. “Bastion Shine is a true business partner to Air NZ, and to me personally,” says the airline’s CEO, Greg Foran. “I meet and speak regularly with members of their team on a wide range of topics, reflecting the intimate understanding they have of our business and the value we place on their thinking. I’ve enjoyed working together on initiatives as diverse
