Independent Australian creative agency Montoya has officially expanded its operations to New Zealand, marking a significant milestone for the agency founded by Bob Mackintosh in 2022. The move taps into Mackintosh’s roots, as he is New Zealand-born and brings a wealth of experience from his previous roles at R/GA and Host as an executive creative director.
Mackintosh believes the current New Zealand market, where efficiency and effectiveness are increasingly scrutinized, offers a ripe environment for Montoya’s approach.
“I’ve been building relationships with exceptional creative and production partners on both sides of the Tasman since we launched,” he stated, emphasizing the agency’s strategic positioning.
A New Model for Creative Collaboration
Montoya is responding to a growing demand from clients in both New Zealand and Australia for a more streamlined, senior-led agency model. This approach eliminates unnecessary layers and directly connects marketers with the creatives who are crafting their campaigns.
“We’re seeing a real appetite for a more direct model,” Mackintosh explained, “one that strips away unnecessary agency layers.”
The agency’s portfolio already includes high-profile brands such as Air New Zealand, Les Mills, and Virgin Active, with projects spanning Australia, New Zealand, Singapore, and Thailand. Recent initiatives include multi-market creative campaigns for Virgin Active across Asia-Pacific, content strategies for Les Mills, and trans-Tasman work for Air New Zealand.
Leadership and Legacy
Bob Mackintosh’s leadership in the creative industry is well-documented. His tenure as executive creative director at Host Sydney saw him spearhead campaigns for notable clients like Air New Zealand, Coca-Cola, and Bankwest. Later, as APAC ECD at R/GA, he led regional projects for global giants such as Nike, Shiseido, Nikon, NRL, and Telstra.
Mackintosh describes Montoya’s niche as being at the crossroads of culture, storytelling, and technology.
“Our sweet spot sits at the intersection of culture, storytelling and technology,” he said, highlighting the agency’s ability to engage in broader cultural dialogues to enhance relevance and organic reach beyond traditional advertising.
Implications for the Industry
The expansion of Montoya into New Zealand represents a broader trend in the creative industry, where agencies are increasingly looking to bridge markets and leverage cross-regional expertise. This move could set a precedent for other agencies considering similar expansions, particularly in sectors such as travel, wellness, entertainment, and technology—areas where Montoya has already demonstrated significant impact.
Looking forward, Montoya’s presence in New Zealand is expected to foster deeper collaborations and innovative campaigns that resonate with audiences across the Asia-Pacific region. As the agency continues to grow, its influence on the creative landscape is likely to expand, offering new opportunities for both local and international brands to engage with their audiences in meaningful ways.
For those interested in the evolving dynamics of the creative industry, this development is a noteworthy example of how agencies can adapt and thrive in diverse markets. As Montoya continues to build its presence, it will be interesting to see how its unique model influences the industry’s future.
