Stuff launches new integration studio Harakeke - weaving brands with audiences through breakthrough storytelling

Stuff Group has launched a new strategic creative and editorial studio, Harakeke.

Sitting within Stuff’s Brand Connections team, it brings together data and insights, content creatives, marketers, strategists and storytellers to create new ways for brands to get noticed by their next customer. 

The new studio enables brands to leverage Stuff’s extensive audience reach and scale in creative new ways, using the team of creative and media experts within Stuff Group.

Brand Connections Managing Director Matt Headland said Harakeke will work with agency and client partners to deliver brand storytelling that integrates across Stuff’s valuable digital, print, event, audio, community and magazine audiences. 

“Stuff already has Aotearoa’s largest and most engaged print and digital news audiences - now we can offer a deeper, richer creative experience for our partners and their customers,” he says. “We’ll use our unique data and editorial insights to deliver market-leading business solutions, helping our brand partners break through the noise.”

Harakeke Director Sarah Stuart, a longtime editor, media and strategic communications expert, says finding new ways for brands to stand out and creating new environments for them to connect with Kiwis is key to storytelling success.

“Weaving brands into the stuff people care about, using real-time interactions with our audiences to inform our work, is at the heart of what Harakeke offers,” she says. 

“Collaboration and co-creation of content with our partners will deliver the breakthrough storytelling and media moments that resonate with audiences across the Stuff ecosystem.”

To find out more about how Harakeke’s expertise can help integrate your brand, visit the Harakeke showcase HERE, listen to the inaugural audio shortcast HERE, and contact your Stuff advertising partner.