VMLY&R bonds with Manako

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AUCKLAND, Today: VMLY&R has formed a new partnership, named Te Takere, with Maori-owned consultancy Manako Limited, for the 2023 Census for Stats NZ.

The arrangement brings together Māori and non-Māori expertise to create a uniquely Aotearoa campaign approach for the next census, and follows a competitive agency procurement process.

Te Takere will work with Stats NZ to build trust and understanding around the value of data and its importance in everyday life in New Zealand. They will also be focusing on lifting the Maori response as well as Pasifika and other ethnic groups.

VMLY&R MD Fleur Head said: “We understand the importance of census data and how it helps inform decisions that will affect the future of Aotearoa New Zealand.

“We are honoured to be trusted with this work. We find ways to connect with people who don’t respond to traditional marketing and advertising, that’s what we’re all about at VMLY&R.


“Te Takere is a waka hourua, meaning double-hulled canoe. It symbolises the united team and their hulls binding together.

“Our partnership with Manako is an incredible opportunity to do something unique and create a campaign like no other – it’s our goal to make the 2023 Census the most inclusive and engaging census ever.”

“Te Takere is a waka hourua, meaning double-hulled canoe. It symbolises the united team and their hulls bounding together.

“The waka hourua enabled generations of Māori to navigate their way from Hawaiki to Aotearoa. The design of the waka hourua ensures stability, protection and flexibility.  With an ability to flex and adapt to the constant changes faced on the ocean, a waka hourua is the perfect analogy for the partnership formed between Manako and VMLY&R.”

Manako MD Neavin Broughton said: “Titiro whakamuri kia anga whakamua – our tupuna knew the power of data, the power of stories, the power of sharing knowledge.

“Finding modern applications to ancient wisdom as a way of enhancing our collective understanding and value of data and how it enriches our lives, is one of many promotional opportunities availed to us through this work.”


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