Federation | About Us

Julia Davies
Business Director

After living in London for the past 4 years, managing campaigns for Virgin Media, diversity awareness for Barclays Bank, and social media campaigns for LADbible, Julia couldn’t be happier to be back home in NZ! Julia loves the beautiful empty beaches, getting out on the water and exploring new bush walks. On the weekends you can find her in the Coromandel visiting family, attempting to learn to surf, or practicing yoga, her new obsession since becoming a qualified teacher in India last year.

Laura Beadle
Account Manager

Since joining Federation, Laura has created a reputation as the agency’s pocket rocket – racing through large workloads with exacting precision and speed. Laura joined Federation from Stanley Street where she worked across a portfolio of large, fast paced retail accounts.

Maddie Johnson
Account Manager

Born and raised right here in central Auckland. Maddie has spent the last few years chasing the snow and adventure all around the world. After graduating University with a BA in Psychology she worked in the ski industry. Selling adventure gave her the opportunity to interact with an amazingly diverse range of people, from bums to biologists. When she’s not off seeking powder or hunting for shoe sales, she can be found religiously researching new eateries.

Sharon Henderson
Founder / Director

Sharon is an agency leader and overall strategic partner to Federation’s clients. She is passionate about building the bond between a brand and its customers and is a champion for marketing integration. Prior to starting Federation in 2008, Sharon was Managing Director of DDB New Zealand. She also spent more than ten years with Clemenger BBDO, as CEO of Proximity New Zealand, and also Group MD of Proximity Australia. Sharon is busy with her two teenagers. She is also active in the community as the Vice President board member of Variety, the Children’s Charity, and an appointee to the Business Development Group by the Ministry of Business, Innovation and Employment. Sharon was also inaugural Board Chair of the NZ Marketing Association.

Tony Clewett
Chief Creative Officer

The creative leader behind some of NZ’s most-loved, well-known, and internationally-acclaimed brand campaigns of recent memory. Previously the Chief Creative Officer and overall Creative lead of FCB NZ; earning over 100 awards for creativity and effectiveness along the way.

Elizabeth Beatty
Managing Partner

Elizabeth has worked in the advertising and communications industry for over 20 years in the UK, Australia and New Zealand and brings a wealth of integrated experience and leadership qualities to Federation. Coming from a Marketing Director role in the tech industry most recently, she was previously General Manager at FCB specifically responsible for the Agency’s largest integrated account, Vodafone. Prior to this she was the Managing Partner/Lead Business Partner for the DDB Group, in Auckland, where she led integrated teams for Auckland Council, Westpac and BMW/MINI. Other experience includes running OgilvyOne in Sydney, Australia’s largest CRM agency. During her eight years there she also ran the integrated business for American Express across Australia and New Zealand, Ogilvy Australia’s largest account, generating more work than any other international office outside of the US. Other agency experience includes working in London where she looked after pan-European accounts at OgilvyOne and Saatchi & Saatchi. Elizabeth started her career at the Bank of New Zealand in the Marketing department where she joined as a Graduate Trainee.

Olly Boden
Managing Partner

Olly is a rare breed of account leader, combining a wealth of digital, social and mobile expertise (Isobar UK) with years of blue chip brand experience across all media, for prominent organizations such as Adidas, BNZ and Auckland Council Group. Areas of specialist experience include travel, tourism and sport, including sponsorship. His global experience and ‘big picture’ perspective perfectly compliment the team at Federation.

Emma Fern
Planning Director

Emma Fern is one of New Zealand’s most experienced integrated communications Planning Directors. She works alongside clients at Federation to create strategies that grow consumer love and engagement for our client’s brands. Emma has worked across many global brands and also New Zealand’s largest brands in her capacity as a planner. Brands worked on include Air New Zealand, Bank of New Zealand, ANZ Bank, Sky TV and Cadbury. Emma was formerly Senior Brand Planner at DDB New Zealand, Former Planning Director at BBDO-owned Aim Proximity and former Group Account Director at Rapp Collins London.

Tabitha Harris
Brand Director

Tabitha is a Brand Strategist and Senior Designer who has worked the last five years in London as Brand Design lead on global brands such as Nike, John Lewis, L’Oreal, Diageo and M&S.

Before moving to London, Tabitha worked on some of New Zealand’s largest brands including Spark, TVNZ On Demand, Sanford Fisheries and Fonterra.

Jeremy Clark
Digital Director

Ask Jeeves, Napster, Bebo – after 15 years in the digital design and advertising world, Jeremy has pretty much seen it all. He’s an inquisitive creative, always researching and building on his encyclopedic knowledge of all things online, mobile and all the bits and bytes in between. Jeremy has worked on plenty of memorable campaigns, like the Speight’s Great Beer Delivery, as well as being involved in multichannel launches for Virgin Mobile and Tourism Victoria. Through the years, Jeremy’s stashed away a fair chunk of metal from the local and international award scenes, including One Show, Cannes, D&AD, and Axis.

Naresh Makan
Studio/Production Manager

Naresh leads Federation’s studio and is responsible for the day-to-day delivery of final art. With over 20 years in the biz, Naresh has developed some super-efficient processes along the way. He’s a highly experienced and detail oriented manager and finished artist who makes sure the artwork that leaves the agency exceeds client expectations every time. Naresh is a proud citizen of Waiheke Island where he enjoys some of New Zealand’s finest.

Gene Wheaton
Digital Designer

Gene has been into Design since his teenage years. During his career he has gained a broad range of experience in the digital sphere. He loves a good creative digital challenge, believes in constant improvement and bringing the best possible experience for the end user. In his spare time he enjoys crate diving for vinyl & whipping up a storm in the kitchen.

Adam Crowley
Front End Developer

Adam is our resident gizmo and gadget connoisseur and the go-to guy for all tech queries, which makes him the perfect fit as our king of development. In a previous life, Adam worked in printing pre-press, before letting loose on a South American travel stint and finally settling back in NZ. Adam is never far from the digital world, as outside of work he spends his time exploring new technology, playing video games and enjoying bands.

Julie Ballereau
Art Director

An Art Director for more than 10 years Julie’s career has taken her around the globe. From her native France through South Korea all the way down to beautiful Aotearoa. On top of a glowing reputation forged in the beauty and luxury space she has worked on campaigns for global and local brands including Netflix, Samsung, Huawawei. Julie is a self proclaimed nerd, straddling new technology, manga, and even has a gaming room.

Phoebe Brown
Designer

After growing up in Bristol, UK with its thriving art and design scene Phoebe was always destined for the visual arts. Backed by a degree in Graphic Design at Kingston University, London she has worked in a wide variety of creative roles including Print and Digital Designer at Flourish, TV Art Department Intern for Riviera at Sky Atlantic and Freelance Designer at Lucky Voice, Music Licensing. Did we mention she loves animals? Done.

Nattaya Jongjarupat
Digital/Motion Designer

Nattaya started career as a novice creative freelancer - through this she has worked in various roles from photography, graphic design, jewellery design, illustration, web design and social media management. Since then she has ditched freelancing for pixels and all things digital. Jack of all trades - always enthusiastic about learning new creative skills. Passionately obsessed with photography where she combines with her love of nature and the outdoors. When she’s not designing at federation, you’ll probably find her in the garden, hiking with her husky, getting amongst music festivals, or cooking up a storm!

Liz Adams
Group Business Director

Liz Adams is one of New Zealand’s most experienced and savvy customer marketers. Across her career, Liz has worked as Team Leader on the agency side for some of New Zealand’s foremost organisations, including Air New Zealand, Flexi Group and Spark.

Ollie Crawford
Business Director

After spending time in London working on product launch and brand campaigns for Apple, Ollie has rejoined our client service team. He has a particular interest in sports marketing, brand strategy and creative execution. Having also worked on Spark, Volvo and Vodafone, Ollie has an impressive array of experience.

Simon Velk
Business Director

Simon Velk joined our team from the UK, where he worked extensively with global technology clients. He has outstanding experience in digital, social, data, direct marketing, customer journey and inbound marketing. His specialist skills include Inbound marketing and customer journey for sale conversion campaigns. His thorough approach and CX knowledge add depth to Federation’s offering.