Partners. Passion.
Point of view.

  • Sharon HendersonDirector

    As a Founder and Director of Federation, Sharon is passionate about the growth of New Zealand business and connecting consumers to brands. She is a strategic partner to clients and previous roles with some of New Zealand’s largest agencies include Managing Director of DDB New Zealand and a decade as CEO of Aim Proximity New Zealand. Sharon is also a significant contributor to the marketing industry, (inaugural Board Chairman of the New Zealand Marketing Association).


  • Murray ReidDirector

    Murray is a proud Founder and Director of Federation, and business partner to clients. His background includes a strong career in marketing through agencies like Ogilvy, Aim Proximity, and also DDB-owned company WRC of which he was a founding partner and Managing Director. Murray is passionate about brands and how they engage consumers to deliver measurable results and return on investment.


  • Liz AdamsManaging Partner

    One of the most organised and dedicated account team leaders in the business, Liz is a highly experienced client partner. Her experience includes over ten years with Aim Proximity where she was team leader for clients such as Vodafone and NZ’s leading e-tailer, Air New Zealand.


  • Ben ChandlerCreative Director

    An award-winning creative director and copywriter with over 15 years experience, Ben has worked on successful campaigns for many of New Zealand’s best-known brands, including Air New Zealand, Bank of New Zealand, MINI and Gillette among others. Before joining Federation, Ben was Creative Director at Proximity Canada, where he was responsible for digital and direct creative for RBC Royal Bank and monster.com.