How The Yarn Agency Keeps Spinning Creative Stories

The Yarn Agency, an independent creative agency based in New Zealand, has been crushing the advertising game for some time now. Born out of Covid and the want to shake things up, the agency offers strategy, creativity, and production all under one roof. 

Their work for Tourism New Zealand, My Food Bag, TAB, and the Rugby World Cup has showcased their abilities to create something new for brands while still holding dear to their identities. It is evident that the agency has grown, and will continue to grow, into a space of pure creativity. 

Using the Kiwi flare that is adored by the locals and the rest of the world, Rich believes that, “as a country, New Zealand has always shown the world what’s possible no matter how small you are.” 

This rebellious underdog mentality is reflected within the industry from the independents to the networks or, as Matt explained, “It’s about the openness to breaking conventions. It’s awesome to see we’re not limiting this to the crazy ideas we’re dreaming up, but our entire industry. The way we work with clients, collaborate, produce content and more. No one’s flinching, and it’s challenging us to keep progressing as an industry.” 

Regardless of this, however, so much young Kiwi talent is being lured to far-off lands. Either across the ditch to Australia, or around the entire world to Europe or America. Matt believes this is because of the ‘dicey few years of restricted travel’ that everyone experiences. 

Describing this migration as a ‘Kiwi rite of passage’ that is back in full force and having a massive impact on the emerging talent pools, he also believes that home will eventually call them back to the shores and mountain ranges. 

Although the lack of emerging talent may be a challenge for parts of the industry, it isn’t all doom and gloom for the pair at The Yarn Agency. Much like their next door neighbours in Australia, there has been a recent surge in independent creative agencies making their substantial mark within the industry. 

Rich believes that this “can only be a good thing for the future,” as the extra competition will push the standard of creativity higher than ever. Allowing for an industry that is supportive of new ideas, and of course that cheeky Kiwi charm and dry wit. 

He explained that in his opinion, the rise of independent agencies is providing more career opportunities for the next generations, as well as those who no longer believe they are the right fit for a network way of life. The ability to be flexible and to choose the type of work environment that works best for the individual is something that the pair values and is part of the reason behind creating The Yarn Agency in the first place. 

Ultimately, both Rich and Matt believe that the New Zealand industry is something special: A place in which the mischievous and the ever so serious can work together to create something marvellous. 

After all, that’s what makes it such a perfect home for The Yarn Agency.