Auckland
Wellington
Melbourne
Started in 2008. Always restless. Always independent.
We started as a challenger to the status quo. And the hunger hasn’t changed. Today we’ve become one of the top three independent creative agencies in New Zealand.
Impact partners, working with commercial and public sector marketers and brands. With NZX and ASX listed companies, global brands, government, local government and the entrepreneurs who want to make their mark on the world. What they share is ambition. What we all share is a refusal to settle for ordinary returns.
We call what we do ROI². Not because it sounds good. Because it describes the difference between a campaign that delivers once and an idea that keeps compounding - interest, innovation, impact, stacking on each other, year after year.
Senior talent on every brief. Real accountability to your growth. That’s the partnership we’re offering.
— Sharon Henderson, Founder & CEO, Federation
— Sharon Henderson, Founder & CEO, Federation
Business partners. strategists, creatives, digital specialists, brand builders. Multi-discipline by design. The best agencies in the world have stopped organising around services. Instead we organise around your outcomes. The impact we make every single day.
Sharon is our fearless agency leader. A strategic partner to Federation’s clients, Sharon is passionate about building the bond between a brand and its customers. She brings a world of experience to her role. Prior to starting Federation in 2008, Sharon was Managing Director of some of New Zealand’s largest advertising agencies. She’s also an active board member for Consumer New Zealand.
Olly is a rare breed of account leader. He brings his digital, social and mobile expertise as well as blue chip brand experience to Federation. His ‘big picture’ perspective and endless good humour make him a great guy to have on the team.
Brad Collett, the charming Chief Creative Officer at FEDERATION has worked on iconic global brands, as well as local favourites.
Brad's passion for design, strategic flair, and innovative ideas have not only won awards but also driven tangible results, from selling cars and burgers to promoting digital TV subscriptions and overseas trips. With Brad at the helm, expect nothing short of memorable, resonant work that captivates both customers and clients alike.
Dan Bye wears a whole lot of hats. Starting his career on the client side of the fence has given him an innate understanding of the challenges of the modern marketer. Subsequently, Dan moved into the agency world, where he fine tuned his strategic chops as well as managing a large number of humans. On top of all that, Dan has also turned a life long passion for cycling into a thriving small business. Walk a mile in your shoes? Yup, Dan’s done it all - with cleats on.
There’s not much that surprises Liz. An experienced customer marketer, Liz has the patience of a saint and the tenaciousness of a terrier. She delivers the goods while others are still making plans to meet for coffee.
Carolina brings a little piece of Latin America to Auckland. With extensive experience in experiential, events, brand and retail, she is passionate about achieving quantified outcomes through memorable campaigns. Her enthusiastic hands-on approach has earned a high level of respect both within the industry.
Paul began his advertising journey in Detroit working on some of the world’s most well known automotive brands. More recently, he has returned to Auckland to work his magic with the Feds team.
A keen surfer and musician, Paul met his wife playing in a band and has been busy raising a small family in the seaside town of Piha ever since. Fun fact. Paul has won 3 consecutive NZ Battle of the ad bands.
Kate’s a team player with a capital “T”. She believes in collaboration that earns results, and her experience at a national retail company gives her valuable insight into the needs of our clients. It is said that if Kate ever goes into politics, the first thing on her agenda will be mandating annual ski holidays.
If it didn’t happen on the socials, did it really happen? Molly is our Social Media ‘It’ girl, coming to us from the world of beauty and design. She enjoys developing strategy & brand positioning across social channels and is eager to sprinkle some social fairy dust across all of Federation’s clients.
#fingeronthepulse
Bobbie has a love affair with words.
An award-winning creative, she has worked on some of New Zealand’s most iconic brands across brand, retail, experiential and behaviour change space. When she’s not adding a little theatre to a presentation, she’s likely to be entertaining her kids with outlandish stories or spinning a good yarn.
There’s very little Bobbie won’t do to ensure the success of a job, including running across Eden Park dressed as the ‘Spud’ mascot for Auckland Rugby.
Yup, you say po-tay-to, she says po-tah-to.
Ask Jeeves, Napster and Bebo – after 15 years in the digital design and advertising world, Jeremy has seen it all. An inquisitive creative, he’s constantly building on his encyclopedic knowledge of all things online, mobile and all the bits and bytes in between. Over the years, Jeremy’s stashed away plenty of awards, but he’s most proud of floating a pub to the UK for the Speight’s Great Beer Delivery.
English, Spanish and Hebrew. Many can claim fluency in one language, but Gal can move nimbly between three. Her tri-cultural upbringing helps her to see the world from many perspectives – a useful skill for a copywriter. Having studied both architecture and media, she inevitably found her way into the world of advertising. We’re happy to have Gal weaving her wordy magic.
Opeta is a celebrated designer with an understanding of the power of branding. As the creator of the Advance Pasifika symbol, Opeta has the rare honour of being featured in Te Papa’s history collection. He says of the piece: “It is a rallying cry for equality and fairness in the justice system.”
A thoughtful designer, Opeta is able to consider design through a Pasifika and tikanga Māori lens. Oh, and he also happens to be a very cool guy.
Gene has been described as ‘effortlessly cool’.
Something of a magpie, he takes inspiration from music, art and pop culture, a designer who brings them together in fresh ways.
Gene believes in constantly improving and in creating the best possible experience for the end user. In some instances, that’s him. Gene’s bold, audacious designs have even featured in some of his tattoos. And If that isn’t evidence of a confident designer, we don’t know what is.
Miranda’s official title is Creative Delivery Lead but she’s better described as an energiser battery wrapped in cashmere. Reflecting on her career, Miranda comments how lucky she is to have worked in advertising in the 90s. Not only does she have better work stories than most, but it was during this time that she developed her love affair for craft and typography. Every day, Miranda aspires to be an effective presence in the workplace. Job done, Miranda.
Amy doesn’t just see ‘design’. She sees possibilities. Amy enjoys getting under the skin of a project in order to create engaging design solutions and expand her knowledge. When she’s not at her computer, she’s likely to have stuffed her backpack with scroggin and gone bush.
Romy can do things with a phone you couldn’t even imagine.
A recent graduate from Media Design School, Romy’s ready to put her young metacarpals and TikTok prowess to work. After 21 years in Asia and London, she’s excited to have steady access to Whittakers and to make Kiwi businesses famous.
Emily’s a professional illustrator, graphic designer, animator and art-director, (not that she’d ever tell you). With such an extensive list of skills, it’s no surprise that she can also produce a killer coffee - you don’t develop that many talents by taking a lot of naps.
Strategy to bespoke ROI² tools – we are connected by one ambition. Your compounding growth.
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