Kia Whakatinana,

Kia Whakamanawa

To embody, to inspire.

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. 

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. 

Governed by a rōpū whakahaere of kaimahi 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. 

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 whakatauakī (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 kōmau (smoldering 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. 

If you’re interested in joining the collective or know kaimahi Māori who could benefit from our abundance aspiration, let our team know!