Sharon Henderson: “The Drive to Push Boundaries Is Baked into the DNA of Independents”
Federation is a New Zealand-based independent creative agency that for the last 15 years has been proud of their non-traditional approach to the commercial market.
Sharon Henderson, CEO and founder of Federation, has a strong passion for climate action and is a board member and vice president of Variety, the Children’s Charity.
Her passion for sustainability and giving back to the community is evident within her creative agency, striving for authenticity in everything they do.
With a wealth of knowledge and experience within the advertising sphere, Sharon shares her love for the ‘storm’ that is the New Zealand industry and the noticeable shift in client attitudes.
LBB> Do you believe New Zealand has a unique point of view? If so, what is it?
Sharon> New Zealand industry holds a uniquely outward-facing view in the world, that ensures Kiwi creativity and innovation is at the forefront of the global advertising industry. The drive to increase relevance and push boundaries is baked into the DNA of independents, which is as much to do with being located at the bottom of the Southern Hemisphere as it is having an in-built mechanism to stand apart and lead. This is what gives the New Zealand industry a unique viewpoint of the power of connection, connectedness and connectivity with audiences, and it’s what’s powered some of New Zealand’s greatest campaigns.
LBB> What do you love about the industry and what challenges you?
Sharon> Our industry is in the middle of a storm of technology, societal, cultural and global climate change – and we’re loving it. It’s always been a dynamic and fast-moving industry, but right now, there’s a real sea-change with entirely new challenges and frontiers to face that haven’t previously been there. For an independent like Federation, this is genuinely the most exciting time ever to be in the advertising industry. The inherent dexterity of independent agencies means we love the challenge that change brings.
LBB> What trends are specific to New Zealand?
Sharon> There is more and more pressure on clients to be accountable – for driving step-change and major results shifts, but also for the broader definition of what sustainability really means; sustainability of financial, social, and climate friendly outcomes. It’s great to see our industry connecting brands and consumers in this space, and it's why Federation was the first agency in New Zealand to build genuine expertise in this critical space, qualifying with Cambridge University in Net Zero Transition.
Secondly, it’s encouraging to see more emphasis being placed on diversity and inclusion in the New Zealand advertising industry with attitudes starting to shift and a broader range of people joining. As an industry, there remains a significant need to break-up the homogeneity which still exists. We feel strongly that advertising should be a genuinely diverse industry as we’re in the business of understanding and connecting with the whole of humanity and we need to be representative to authentically connect.
LBB> How have you seen the industry grow and where do you believe the industry will be in the future?
Sharon> The agency landscape has changed dramatically over the last two to three years with the rise of independent agencies in particular. The old guard stronghold has been dismantled and clients are demanding to work in different ways and get to a great outcome without the huge price-tag and lengthy processes of old. There have also been some unexpected agency/client relationships breaking the mould of large clients always ending up with large agencies – there’s been a realisation that there can be a different and better way – in fact clients are demanding new ways. And in some instances, clients are now ahead of agencies when it comes to transformation and disruption.
Another shift emerging is the cycle of client’s in-housing their agencies, and then moving back to outsourcing their agency needs again. While there are initial cost savings and efficiencies perceived with this approach, the risk is that the objectivity and accountability of an external creative partner is lost. Similarly, in our experience creative people need to be surrounded by like-minded individuals, and agencies still lead the way here.
It feels like everyone is trying to find a better way and maybe there’s more opportunity for the marketing and advertising industries to tackle this as a group, and learn from each other's successes and mistakes in a more concerted way.
