About Federation

Independent, Accountable and Kiwi.

Federation was founded at the beginning of 2008 by New Zealand agency leaders, Sharon Henderson & Murray Reid. Since then, Federation has grown rapidly and is now proud and privileged to be working alongside some of New Zealand’s most well-known brands. We’ve never jumped on the bandwagon of one-off marketing stunts. Instead, creative marketing campaigns that deliver return on investment for our clients are the absolute priority.

Sharon Henderson


Sharon is a Founder and Director of Federation and works as a strategic partner to Federation’s clients. Passionate about seeing New Zealand businesses grow, she is an integration specialist and has worked across many of New Zealand’s biggest brands including Bank of New Zealand, Air New Zealand and Telecom. Prior to starting Federation, she was Managing Director of DDB, and previous to that, CEO of Aim Proximity, New Zealand’s largest direct/digital agency.

Murray Reid

Director and Client Partner

Murray is a proud Founder and Director of Federation. He has over 20 years of direct and integrated agency experience, and has been an integral part of many successful and award winning campaigns on both a strategic and creative level. Talk to Murray and you’ll soon see how passionate he is about working alongside clients to develop integrated solutions to marketing problems. Previously he was Managing Director of WRC, an integrated agency owned by DDB. He has extensive marketing experience working across multiple industry sectors with clients such as the Blind Foundation, Lion Nathan, GE Money, AMI Insurance, Meridian Energy, AMI and Cavalier Bremworth.

Matt Campbell

Creative Director

Matt was one of those kids who was always drawing or painting. A lust for travel took Matt to Sydney and Tokyo before landing in NYC. The downtown arts and music scene kept him there for 11 years – during which time he got married, had kids and got a real job at BBH NYC. Matt was promoted to Creative Director of Design and Digital, and his work for LYNX went on to pick up every award in the industry. Family ties brought Matt back to New Zealand, where he found his new home as Creative Director at Federation, where he has driven top quality campaigns for Q Card, Cavalier Bremworth, James Hardie and Fonterra Farm Source.

Liz Adams

Managing Partner

A formidable communications leader, Liz is regarded as one of New Zealand’s foremost customer marketing experts. She has strong skills across all channels, from television to direct, retail, online and social media. Her career spans numerous industries including retail, travel and telecommunications, as well as over 10 years at Aim Proximity leading the Vodafone and Air New Zealand accounts. Away from the office Liz stays just as busy with her family, who all love to travel and experience new places.

Duncan Wilson

Senior Art Director

Duncan made a storming start as Federation’s first creative hire when his very first job went on to produce gold at the New Zealand Marketing Awards. Duncan is a key asset to the creative team and offers extensive experience across the financial services category. Before Federation, Duncan ran his own design and advertising business and has worked on some of New Zealand’s top clients, including Air New Zealand, BNZ, Westpac, Mercedes Benz, Honda, Vodafone and Placemakers.

Angela Eagle

Group Account Director

With almost two decades’ experience in the advertising industry, there is not a lot that Angela hasn’t achieved. Her natural ability to connect with people, combined with her northern English sense of humour, means she can nurture relationships with clients from all walks of life. Before joining Federation, Angela spent seven years managing the Microsoft Australia and NZ retail business along with various other blue chip clients. When not at her desk, you’ll find her on the sideline of sporting events with husband Scott cheering on their two daughters.

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 ‘Magic’ Makan

Studio and Production Services 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 certainly knows his way around the Adobe Suite and has developed some super-efficient processes along the way. He’s a highly experienced and detail oriented manager who makes sure the artwork that leaves the agency exceeds client expectations every time. He’s also the only one at Federation who commutes by boat, and you’ll have to go a long way to find a prouder Waiheke Island resident than Naresh.

Claire Bonham-Holden

Data Planner

Claire is one of the country’s leading customer data experts, helping Federation’s clients’ access and translates large customer databases into marketing insights and actions. Prior to Federation, Claire was the lead Data Planner working with Spark and ANZ/National Bank to help them optimise their CRM systems and marketing. Claire has also headed up analytics and insight teams both in NZ and in the UK. When she’s not mining data at work, Claire is often found skiing down one of NZ’s beautiful mountains – trying to catch up to the rest of her family.

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.

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.

Anjana Iyer

Junior Digital Designer

Anjana originally trained as a telecommunications engineer in India before turning her attention to digital design and bringing the vibrant spirit of Mumbai to Federation. Anjana has incredible illustration skills, with her latest visual project featuring in The Huffington Post and BBC. When Anjana isn't designing or illustrating, you'll find her sifting through the reading list at Brain Pickings, eating with friends at Cassia, or out on the road exploring all four corners of her new home country.

Jamie Tait

Account Director

With over 10 years of client service experience in Auckland and London, Jamie is a calm, confident, and reliable pair of hands. His background spans the full range of advertising disciplines, and he was part of the team responsible for the groundbreaking social media campaign ‘Who Killed Summer?’ for Vodafone Europe, which was nominated for a BAFTA and won several mobile marketing awards. Dig a little deeper, and you’ll find Jamie is an accomplished DJ and electronic music producer who has performed in venues such as London’s legendary Ministry of Sound and Auckland’s Powerstation.

Ashleigh Walker


Studio designer extraordinaire Ashleigh hails from the winterless north and has spent the last few years sharpening her skills at McCanns and Switch design. Ash has an enviable eye for detail and having poured herself into projects for Nike, Barkers and Max, gives Federation’s design capability a real boost. When she’s not perfecting the kerning of a headline, Ashleigh heads into the great outdoors to make things look good through the lense of her camera.

Gandhali Bapat

Mac Designer

From a young age, Gandhali has immersed herself in all things design. She won several art prizes at secondary school, before running a design blog and curating art shows while at university. Her talent for crafting work matches her passion for beautiful design and since joining the Federation team, her skills have continued to grow. When her mind isn’t on design, it’s on chocolate, which she’ll tell you is right up there with oxygen as a necessity in life.

Ross Hassell

Senior Account Manager

Having plied his trade in the UK's cutthroat digital marketing industry for some of their leading print titles, including Time Inc. UK, big Rosco headed for the greener pastures of New Zealand and thankfully, landed at Federation.

Ross is confident, creative and brings with him a wealth of marketing experience across a wide range of marketing disciplines. After swapping the mean streets of North London for a slightly more subdued lifestyle in St Mary’s Bay, Ross can now be found wandering happily throughout the country in his spare time, generally amazed at how beautiful it is here.

Maddy Shieff

Account Manager

Before stepping into the wonderful world of account management, Maddy put her Bachelor of Design degree to work as a designer at a brand a packaging design agency. During this time, Maddy whipped the Foodstuffs look and feel into shape, developing a love for cleverly designed FMCG packaging along the way. It was around this time that multi-talented Maddy became a Digital Account Manager, breathing new life into the social platforms and overall digital strategy for Heinz Wattie’s, Smirnoff and Westfield.

In her spare time, you’ll find Maddy cooking, reading food magazines or trying out new eateries – and occasionally reviewing them for Concrete Playground.