Introducing Harakeke
‘Harakeke,’ translated, is ‘flax’ — strong because many strands are woven together. That’s how we build strong campaigns designed to weave into our audiences’ lives.
We help businesses grow by creating advertising, content, sponsorships and interactive experiences that connect with the people they’re trying to reach.
Why Harakeke?
Integrated by design
Harakeke brings the thinking, the storytelling and the making together — not as separate teams taking separate steps, but as one.
Built for participation
While most advertising is built to be seen, we build work people choose to take part in.
Part of the story
That might mean voting on something meaningful; following a story as it unfolds over time; sharing it; competing for it; or turning up to it. It always means that our audience sees themselves in it.
Participation that sticks
When people take part, they remember what they were part of.
Woven into everyday life
We build your stories in the spaces New Zealanders already spend their time — online at New Zealand’s biggest news site, in our thriving social media environments, in compelling, quality print publications, and out in our communities.
Response over reach
Not adapted to fit into Kiwi lives at the end of our work… But built that way from the start. Because reach matters. But response matters more.
Working with Harakeke
It's simple.
We start with the challenge — the shift in behaviour you need to create.
Then we dive deep to discover how to bring it into your audiences' everyday real lives, going beyond data to provide the insight that unlocks a real response.
With that in hand, we call on our globally award-winning team to create one strong idea — one worth paying attention to, responding to, sharing and remembering.
We shape it into a campaign that comes to life everywhere our audience needs it to be — our channels, yours, and the media brands we partner with.
Then we invite people to take part — and learn from what they do, to shape the next steps.
Challenge, insight, creative, and audience-led behaviour change. Each step strengthens the one before it.
Ready to create something worth reading?
Talk to us about what Harakeke can make for your brand.
