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

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.

Murray Reid

Founder / Director

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.

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.

Angela Eagle

Business 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.

Callum Hayes

Business Director

With almost 20 years in advertising and marketing, Callum is a senior client manager with extensive experience in marketing and advertising communication. Callum joined Federation five years ago after more than a decade in New Zealand’s leading integrated agencies, working on some of New Zealand’s largest clients from Briscoes Group to 3 years on Countdown, along with 2 years working on the Auckland Transport portfolio at Ogilvy Metro. He has worked on categories as diverse as Government (local and central), financial services, FMCG and retail, primary sector and technology. He drives the strategic direction of his clients’ marketing communication as well as the implementation across multiple channels. He is experienced in every aspect of campaign development and implementation.

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.

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.

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.