Independent Australian creative agency Montoya has officially opened its doors in Aotearoa, marking an exciting expansion into the New Zealand market. Founded in 2022 by New Zealand-born Bob Mackintosh, a former executive creative director at R/GA and Host, the agency aims to leverage its unique approach to meet the evolving demands of the local industry.
Mackintosh, who has been at the forefront of creative leadership, believes that the current New Zealand market’s focus on efficiency and effectiveness presents an ideal opportunity for Montoya. “I’ve been building relationships with exceptional creative and production partners on both sides of the Tasman since we launched,” Mackintosh stated. “We’re seeing a real appetite from clients in both New Zealand and Australia for a more direct, senior-led model – one that strips away unnecessary agency layers and connects marketers directly with the creatives developing the work.”
Montoya’s Strategic Approach and Client Portfolio
Montoya has already established a strong portfolio, working with prominent brands such as Air New Zealand, Les Mills, and Virgin Active across various regions including Australia, New Zealand, Singapore, and Thailand. The agency’s recent projects highlight its capability in delivering multi-market creative solutions, with significant initiatives for Virgin Active across Asia-Pacific and content-driven campaigns for Les Mills and Air New Zealand.
Mackintosh’s extensive experience in senior creative roles has been instrumental in shaping Montoya’s strategic direction. At Host Sydney, he delivered impactful campaigns for major clients like Air New Zealand, Coca-Cola, and Bankwest. As the APAC Executive Creative Director at R/GA, he led regional work for giants like Nike, Shiseido, Nikon, NRL, and Telstra.
Innovative Campaigns and Cultural Relevance
Montoya prides itself on operating at the intersection of culture, storytelling, and technology. Mackintosh emphasized, “Our sweet spot sits at the intersection of culture, storytelling and technology, with a track record for developing campaigns that tap into broader cultural conversations to drive relevance and organic reach well beyond traditional advertising.”
This innovative approach has proven particularly effective in sectors such as travel, wellness, entertainment, and technology. These are areas where Montoya’s passion translates into work that consistently outperforms traditional advertising metrics. “This approach has been particularly powerful in the travel, wellness, entertainment and tech sectors – categories we’re passionate about and where that passion translates into work that consistently punches above its weight,” Mackintosh added.
Looking Forward: Montoya’s Impact on the Creative Landscape
The launch of Montoya in New Zealand is a significant development in the creative industry, promising to bring fresh perspectives and innovative solutions to local and regional clients. As businesses increasingly seek direct and efficient creative partnerships, Montoya’s model is well-positioned to meet these needs, potentially setting new standards in the industry.
As Montoya continues to build its presence in New Zealand, the agency’s commitment to cultural relevance and storytelling is expected to resonate with clients looking for meaningful and impactful advertising solutions. The expansion not only strengthens Montoya’s footprint in the Asia-Pacific region but also reinforces its reputation as a forward-thinking leader in the creative sector.
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