Watching State of Origin last night, I noted three things. Rugby League has a huge relationship with gambling and also with Indigenous, Māori, and Pacific communities, who are all disproportionately impacted by gambling harm.

The industry's transition from 'ad agency' to 'creative agency' signals a wider evolution - we’re not just about ads anymore, we’re about creative problem-solving. Our efforts aren't confined to ads; they develop in line with societal behaviours, technology, and culture. We're on a constant quest for fresh inspiration and innovative solutions, and I believe mātauranga Māori, te ahurea Māori and te ao Māori are treasure troves not just for compelling content, but for new solutions.

While the government has dedicated $51 million over two years for Māori media, brace yourself for this: brands spent a staggering $3.2 billion on advertising in just one year! Now, imagine if a mere 10% of that advertising budget—around $320 million—were dedicated to te reo Māori.

Nau mai haere mai. Welcome to the world of Advertising.

So what the holy heka would Māori know about building brands eh?

Brand Architecture