Federation | A Federation of Talent

A Federation
  of Talent
A Federation
  of Talent
A Federation
  of Talent
A Federation
  of Talent

It’s exciting times for brands, and that’s what keeps our blood pumping. Bespoke teams of talent bring energy, intuition and innovation to every challenge that arrives.

See the results

Leadership

Leadership
Leadership

Our founding partners lead the charge. They’re hands on every day, driven to create success for our business partners.

  • Simon Velk
    Account 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.

  • Laura Beadle
    Account Director

    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.

  • Misha Gildenberger
    Account Director

    Misha is an award winning retail Account Director who has joined us from Ogilvy, where she helped run some of their busiest accounts, like Briscoes, Hannah’s and Restaurant Brands including KFC and Carl’s Jr. She has honed her skills over 12 years of account service, working internationally on Chevrolet and Unilever. She’s a great asset to our team and our clients.

  • 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.

  • 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.

  • 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.

  • 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.

  • Phil Parsonage
    Creative Director

    A vastly experienced and highly-awarded creative exponent, Phil has managed many briefs for agencies and clients. He developed his trade at Saatchi & Saatchi Wellington, before moving north to work with leading agencies in Auckland over the last 15 years. Whether it’s defining directions, crafting copy, or cracking ideas, Phil always strives for a fresh solution.

  • Martyn Fern
    Design Director

    Martyn leads design and branding projects for our clients. He has over 30 years experience in design and art direction for agencies in London, Auckland and as a younger man, Oxford. His keen eye for detail matched with a strategic mind and well-honed business sense produces work that is both visually pleasing and hard working.

  • 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.

  • 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.

  • 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!

  • 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.

Sharon Henderson
Founder / Director

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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.

Olly Boden
Managing Partner

See more
Close

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.

Elizabeth Beatty
Managing Partner

See more
Close

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.

Emma Fern
Planning Director

See more
Close

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

See more
Close

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.

Phil Parsonage
Creative Director

See more
Close

A vastly experienced and highly-awarded creative exponent, Phil has managed many briefs for agencies and clients. He developed his trade at Saatchi & Saatchi Wellington, before moving north to work with leading agencies in Auckland over the last 15 years. Whether it’s defining directions, crafting copy, or cracking ideas, Phil always strives for a fresh solution.

Martyn Fern
Design Director

See more
Close

Martyn leads design and branding projects for our clients. He has over 30 years experience in design and art direction for agencies in London, Auckland and as a younger man, Oxford. His keen eye for detail matched with a strategic mind and well-honed business sense produces work that is both visually pleasing and hard working.

Gene Wheaton
Digital Designer

See more
Close

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.

Naresh Makan
Studio/Production Manager

See more
Close

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.

Nattaya Jongjarupat
Digital/Motion Designer

See more
Close

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!

Adam Crowley
Front End Developer

See more
Close

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.

Simon Velk
Account Director

See more
Close

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.

Laura Beadle
Account Director

See more
Close

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.

Misha Gildenberger
Account Director

See more
Close

Misha is an award winning retail Account Director who has joined us from Ogilvy, where she helped run some of their busiest accounts, like Briscoes, Hannah’s and Restaurant Brands including KFC and Carl’s Jr. She has honed her skills over 12 years of account service, working internationally on Chevrolet and Unilever. She’s a great asset to our team and our clients.