Federation

Federation is an independent, New Zealand-owned creative advertising, brand strategy and behaviour change agency. Founded in Auckland in 2008 by Sharon Henderson and Murray Reid, it works with commercial brands, public agencies and cultural organisations across New Zealand and Australia. Its work combines brand building, customer engagement and public education with campaign development and digital production.

The agency was established as an alternative to multinational agency networks, with an emphasis on commercial accountability and choosing channels around each client's needs. Its integrated approach brings together strategy, creative development, design, digital technology, social content and performance media. Projects range from corporate identity and brand platforms to campaigns intended to influence travel choices, road safety and other public behaviours.

Strategy, creative and digital delivery

Federation's strategy work includes business and marketing planning, research, behaviour change architecture, customer journeys and communication frameworks. Its creative and production capabilities cover campaign concepts, copywriting, art direction, television and radio production, photography and motion assets. Design work extends to visual identities, brand architecture, packaging and design systems.

Digital services include UX/UI design, information architecture, website development, e-commerce and conversion optimisation. The agency also develops social content, manages communities and works with creators, while offering public relations, events, activations and media planning and buying. Sustainability advisory forms part of its offering for commercial and government brands.

Campaign experience

Its portfolio includes Auckland Transport behaviour change campaigns, DoorDash New Zealand's launch and brand platform, and The Co-operative Bank's national brand refresh. Other work includes water safety campaigns for Maritime New Zealand, rail safety communications for KiwiRail and TrackSAFE Foundation NZ, and audience development campaigns for New Zealand Opera.

Federation also works across travel, infrastructure, energy, retail and destination marketing. Its Wellington expansion in 2026 strengthened its focus on government and public-sector behaviour change, while its Australian operations support trans-Tasman campaigns and corporate clients.