Federation taps Tony Clewett

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AUCKLAND, Today: Respected Kiwi creative advertising leader Tony Clewett has joined Federation as the independent agency’s chief creative officer.

Most recently, Clewett headed the creative department at FCB NZ, where he was instrumental in the agency winning both the Grand Axis and Grand Effie Award for 2019. He left the agency during the lockdown, and became a consultant before the Federation gig.

With 20 years’ experience partnering with well-known brands in NZ and the UK, Clewett has amassed over 100 international awards for creativity and effectiveness – including Cannes Lions, D&AD Yellow Pencils and a Grand Effie (Mercury’s Energy Made Wonderful.

“Having spent most of my career at network agencies, I’m excited about the move into the independent world and working nimbly, smartly and one-on-one with clients,” Clewett said.

“There’s an incredible energy and momentum at Federation, and I’m thrilled to lead an even greater focus on effectiveness through creativity.

“Over the past few months I’ve really enjoyed working closely with the talented leadership team of Olly, Elizabeth and Sharon – they’re not only smart, they’re full of passion and drive too. 


“Having spent most of my career at network agencies, I’m excited about the move into the independent world and working nimbly, smartly and one-on-one with clients.”

“Federation is one of NZ’s largest independent Agencies and is certainly going places, so I’m thrilled to jump on board and hold on for the ride.”

Clewett, a proud New Zealander, is the brains behind some of this country’s most-loved and internationally awarded advertising campaigns – including BMW Driving Dogs and Yellow Pages Yellow Treehouse. Local milestones were Farmers Secret Santa (2018) and 2019’s NZ Post Keeping Ho-ho hush-hush, the  Health Promotion Agency’s Say Yeah Nah platform and Fire & Emergency NZ Escape My House.

Federation ceo Sharon Henderson said: “We searched far and wide for a creative leader who gets the power of integration and prizes that all-important combination of creativity and effectiveness.

“Tony is not only one of life’s truly good human beings, he’s a very rare creative talent and I’ve been jealously following his ideas for years.

“We’ve quietly been talking with Tony for several months now so we’re just thrilled he’s chosen to join us for this exciting new era for Federation.

“Bringing him on board as chief creative officer in 2020 tops off a transformative year for our agency. He will also bolster the agency’s leadership team alongside managing partners Olly Boden and Elizabeth Beatty.”

Wall & Vegas
Clewett has not been directly replaced at FCB, where Leisa Wall and Peter Vegas are the creative leads.


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