Kia Whakatinana, Kia Whakamanawa

To embody, to inspire

A collective within the industry

From rangatahi to kaumātua, we are a collective of voices working in the advertising and creativity industry. Whether the only Māori in an agency, running our own business, or working within a Māori team we all want an industry where the next generation of Māori can thrive. But to achieve that, we need a clear strategy and rōpū to implement it.

Why representation matters

We know advertising and creativity has the power to shape the hearts and minds of New Zealanders, but to be most effective, the industry needs to represent the country we live in today. This collective aspires to embody the aspirations of those who have come before us, to inspire each other and the next generation to join an inclusive industry.

Our role and governance

Governed by a rōpū whakahaere of kaiārahi Māori working across advertising, media, design and communications agencies, we aim to support the Communications Council with clear guidance to uplift the experiences of Māori working across the motu, and increase Māori representation.

Whakataukī

Taku ahi tūtata taku mata kikoha, taku ahi tawhiti taku mata kiporo.

My close fire my sharp spear point; my distant fire my blunt spear point.

This whakataukī (proverb) urges staying close to one’s passion (fire) to maintain skill (sharpness). The farther one strays, the less engaged they become. It emphasises sustainability and the importance of rallying support when faced with challenges, transitioning to and from ahi mātao (cooling embers) to ahi kāmau (smouldering fires).

Similarly, we aim to create a space for connection so that we can sharpen one another and develop a strategy that keeps our fires burning and transforms the industry for the better.