Let it Beetle: Bettle–Associates rebrands after 25 years

AUCKLAND, Today: Autocorrect finally got its way. After 25 years, Hamilton agency Bettle–Associates has become Beetle, unveiling a new identity that reflects just how much the business has changed.

The rebrand was revealed at Friday night’s 2026 Waikato Chamber of Commerce Business Awards, where the agency had another reason to celebrate, having been named a finalist for the Service Excellence Award.

Managing Director Will Peart says the new name has been years in the making, thanks to countless typos and autocorrect mishaps. “Beetles are industrious little buggers. They dig, they forage, they adapt, and they carry far more than their size suggests.

“That’s a pretty good description of our team. We get stuck into the tricky stuff, digging deeper to unearth what really matters to our clients and their customers.”

For Peart, understanding customers comes before the clever creative. “If you want better customer outcomes, don’t start with clever ideas. We’ll get to those. Start by knowing your customers, your market and your own brand properly.

Beetles are industrious little buggers. They dig, they forage, they adapt, and they carry far more than their size suggests.” – Will Peart, Managing Director, Beetle

“It’s not enough to win customers, you have to keep them, and that means building brands that live up to their promise.”

Founded by George Bettle in 2002, the agency has evolved considerably, with changes to its leadership, capabilities and direction. The new identity reflects that journey without losing the hardworking spirit behind the original business.

Peart says the Service Excellence recognition is particularly fitting for an agency that encourages clients to put customers first. “We hold ourselves to that same standard.

“Being recognised as a finalist means a lot because it acknowledges the commitment our team makes to understanding our clients' businesses, the challenges they face, and helping them succeed.”

With Fonterra, Challenge, DairyNZ and the Rural Support Trust among its clients, Beetle plans to expand its 16-strong Waikato team while continuing to work with ambitious businesses across New Zealand and internationally.