Independent Australian creative agency Montoya has made a significant move by opening its doors in Aotearoa, New Zealand. The agency, founded in 2022 by New Zealand-born Bob Mackintosh, a former executive creative director at R/GA and Host, is set to capitalize on the evolving market dynamics in the region. Mackintosh believes that the current focus on efficiency and effectiveness in New Zealand offers a ripe opportunity for Montoya’s unique approach.
“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 Expansion
The expansion into New Zealand is a strategic move for Montoya, which has already established a strong portfolio working with major brands such as Air New Zealand, Les Mills, and Virgin Active across Australia, New Zealand, Singapore, and Thailand. The agency’s recent projects include multi-market creative campaigns for Virgin Active across the Asia-Pacific region, content initiatives for Les Mills, and trans-Tasman work for Air New Zealand.
Mackintosh’s extensive experience in the creative industry, including his roles at Host Sydney and R/GA, has equipped him with the insights necessary to drive Montoya’s success. At Host Sydney, he delivered impactful campaigns for renowned brands like Air New Zealand, Coca-Cola, and Bankwest. As APAC ECD at R/GA, he led regional projects for Nike, Shiseido, Nikon, NRL, and Telstra.
Innovative Approach to Creative Work
Montoya’s approach is rooted in the intersection of culture, storytelling, and technology, aiming to develop campaigns that resonate with broader cultural conversations. This method has proven particularly effective in sectors such as travel, wellness, entertainment, and technology, where Montoya’s passion translates into work that consistently exceeds expectations.
“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,” Mackintosh explained.
This innovative approach has enabled Montoya to deliver creative solutions that not only meet but exceed client expectations, fostering deeper connections with target audiences and enhancing brand relevance in competitive markets.
Implications for the New Zealand Market
The arrival of Montoya in New Zealand is expected to shake up the local creative agency landscape. By offering a streamlined, senior-led model, Montoya is poised to attract clients seeking more direct engagement with creative teams, potentially setting a new standard for agency-client relationships in the region.
As Montoya continues to build its presence in New Zealand, the agency’s emphasis on cultural relevance and technological integration is likely to resonate with brands looking to make a significant impact. This move not only strengthens Montoya’s position in the Asia-Pacific region but also underscores the growing importance of New Zealand as a hub for creative innovation.
With Montoya’s expansion, the New Zealand market is set to benefit from fresh perspectives and innovative strategies, fostering a more dynamic and competitive environment for creative agencies and brands alike.
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