True celebrates 5th with new business, new hires

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Recent growth with existing clients and new opportunities with Z Energy and Foodstuffs Own Brands, paired with an expansion of services, has resulted in a wave of new hires at True.

A significant increase in strategic work, spanning traditional, digital and content has led to the appointment of Janisa Parag (ex Saatchi & Saatchi) as head of planning. There are now three dedicated planners supporting clients and the recently expanded creative team.

“We’re stoked to have Janisa on board,” said managing director Matt Dickinson. “She offers so much to us and our clients, whether it be in a traditional planning sense, her background in and love of data or her ability on big strategic business problems.

“Plus she loves cricket which definitely helps.”

Parag – now two weeks into the job – said: “I’m already experiencing first-hand the fully integrated approach – with key agency talent working alongside our clients in solving their biggest business problems and then crafting brilliantly the right idea to connect with the New Zealand – and increasingly global – market.

“There’s a true ‘maker-sprit’ here, with a focus on solving real problems for people going about their everyday lives. I’m excited by the opportunity to build and take to market innovative ideas that make a real difference”.

The Creative department at True is also growing to 15 people with the arrival of experienced team of Phil Parsonage and Marc Chetcuti as well as Rachael Macklin from Aim Proximity.

“All three have a great pedigree and a list of creative achievements that would be the envy of many,” said True ECD Craig Pethybridge. “We’re tackling a lot more bigger briefs these days so we needed to bolster the team with some real experience.”

Another pending arrival is Brazilian director, cinematographer and editor Fernando Hart, who is joining the content creation team – taking their numbers to four individuals who can all shoot, edit and create 2D and 3D motion graphic material. Hart’s reel includes work for Coca-Cola, Mountain Dew, and ANZ.

Account service has also grown with the arrival of Srishti Narayan from Goodfolk and Sara Pethybridge who despite having a incredibly rare last name, is no relation to Craig. Rounding off the list of recent hires is Dorinda Stevens, who has joined as Office Manager.

This now brings the team at 449 Richmond Road to 50, which is well beyond the original plans of directors Dickinson and Pethybridge. But says Pethybridge “A continued focus on developing the culture and welfare of our team has meant we have navigated many of the growing pains many small businesses experience at around the 30-35 mark – having someone in-house who offers social and cultural development has been invaluable”


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