Simple twists of fate

Thursday, August 18th, 2011

Originally published in AdMedia, July 2011.

Sharon Henderson is the founder of independent Auckland agency Federation. The first time she came to AdMedia’s attention was when she returned from Sydney in 2003 to become CEO at Aim Proximity.
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A Federation of minds

Friday, February 4th, 2011

Originally published in NZ Marketing September-October 2010.

Well-known agency leaders Sharon Henderson and Murray Reid started Federation, in 2008. And by uniting marketing disciplines, putting in the hard yards and using their strategic nous to deliver real business results for clients, it’s now one of New Zealand’s fastest-growing independent outfits.. Read more

Federation appoints Gold Cannes winner Ben Chandler as Digital & Direct Creative Director

Wednesday, January 26th, 2011

Indy agency Federation has just announced two major new appointments. Well-known international award winning Creative Director with Proximity Canada and former Creative Group Head of Aim Proximity Ben Chandler has been appointed by the Feds as Digital and Direct Creative Director. Karla Burke, award-winning Craft department senior and Interbrand designer from DDB, has also been appointed Art Director to work with Chandler.

Chandler is a proven talent with an significant history in the Proximity network. His work has featured regularly at Cannes Lions, DMA Echos, John Caples and the RSVP’s, and he’s also served as an awards judge.

Sharon Henderson from Federation says, “We’ve been talking to Ben for some months to get him back to New Zealand. Ben is easily one of the most respected and loved Creative Directors in our business. He’s an exceptional digital and direct talent with an incredible list of international awards to his name, and extensive mobile marketing and social media experience form his time in Canada. And just quietly, he has an equally formidable reputation as a guitarist and coffee barista. We’re thrilled he’s finally able to get back to New Zealand to join us.”

The Feds have continued to grow steadily over the last two and a half years. In the last 12 months, they’ve quietly added some well known names to their client list, including Tourism Auckland, The Royal New Zealand Foundation of the Blind and major travel retailers Harvey World Travel and United Travel.

Murray Reid from Federation adds, “In just two and a half years. we’ve carved a unique niche for our agency as customer and brand engagement specialists. Ben’s digital and direct expertise will allow us to continue to grow our reputation in this space. He’ll lead our team of creative which has expanded rapidly over the last few months with the addition of Art Director Karla Burke who joins at the same time as Ben, and also Steve Leong from DDB and Nancy Chen from Colenso.99.

As Creative Director at Proximity Canada, Chandler oversaw direct, digital and CRM for RBC Royal Bank, monster.com, Mitsubishi, Gillette and Alberta telecom, Shaw communications and more.

As Creative Group Head of Aim Proximity, he has produced successful multimedia campaigns for Air New Zealand, BNZ, Vodafone, Yellow Pages and MINI among others and his work has been awarded at Cannes Lions, John Caples, RSVP, Echo and Axis.

The Feds poach digital specialist from Tribal DDB

Wednesday, January 26th, 2011

Federation has announced another new appointment to their team. Steven Leong has been poached from Tribal DDB and joins the Feds as Digital Art Director.

Sharon Henderson from Federation says, Steven is a terrific hire. He has produced some outstanding award-winning work for clients such as Coastguard, SKY and Cadbury, and we’re thrilled to have him coming on board. His ability to work right across the right across the digital environment along with his experience with social network applications and online video makes him a great hire for Federation. Quite aside from all that, Steven’s a thoroughly nice guy which makes him a great addition to our team.”

Henderson says the agency is on a growth curve with more new business to be announced. Planning Director Janisa Parag also recently joined the Feds from Aim Proximity.

Federation wins retail travel account

Wednesday, January 26th, 2011

Federation, the agency started Sharon Henderson and Murray Reid, has just announced another major new business win – the agency has been appointed to the through-the-line business of New Zealand travel retailer, Harvey World Travel. The incumbent was Consortium.

Harvey World Travel Marketing Manager, Jodie Burnard says “Federation is an agency with an innovative business model and it really appealed to us. They offered us significant strategic depth and industry knowledge together with a collaborative and cost-effective approach. It’s a model that really works in the highly competitive market we’re operating in.”

Sharon Henderson from Federation, says the account is a major through-the-line win for the Feds who will be responsible for the nationwide retailer’s marketing from retail TVC’s through to digital marketing.” The Feds were already handling the digital marketing for Harvey World Travel and sister travel company United Travel.

Henderson says the win has been a team effort, but special credit has to go to Senior Group Account Director Liz Adams, who worked very hard to develop this partnership. She adds that “Harvey World Travel and United Travel are a great fit for the Feds.” Newly appointed Planning Director Janisa Parag, Liz Adams and herself all handled the Air New Zealand digital and e-tail business for a number of years at Aim Proximity, and that experience will now be used to assist major travel retailer Harvey World Travel and its parent company, Stella Travel Group.