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AUCKLAND, Thursday: New Zealand Opera has appointed Federation, effective immediately, as the lead agency in New Zealand for brand, creative, strategy and design. There was no regular incumbent – and there was no pitch.

NZ Opera has a long-term strategic agenda that seeks to re-imagine what opera might mean in New Zealand with the goal of becoming a more relevant and inclusive national cultural organisation.

Terri Cumiskey, director of marketing & development at NZ Opera, said: “Federation’s creative and strategic firepower is what’s needed as the company looks to engage new audiences and reimagine the artform.

“Federation’s creative & strategic firepower is what’s needed as we look to engage new audiences and reimagine the artform.”

“Federation has a proven track record of creating impactful and effective work based on strong creative platforms and deep strategic insight.

“NZ Opera is committed to enhancing and evolving opera by adding a diverse, inclusive lens. Therefore we need an agency who can connect to the changing needs and demands of our current and future audiences.”

Federation managing partner Elizabeth Beatty said: “This is an amazing time of huge ambition for NZ Opera. We’re thrilled to be appointed lead creative agency working in partnership with Terri, and the general director of NZ Opera, Thomas de Mallet Burgess”.

NZ Opera’s purpose is to enrich the cultural life of the people of Aotearoa through an experience of opera that connects, engages and inspires reflection on our human condition.

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