Starting in a new role for Ogilvy & Mather in 2013/2014 (now Stanley St) leading out a work programme assisting existing clients with cultural advice, Joseph & owner Greg Partington decided to establish a new cultural offering to the market targeting a vertical seeking Māori cultural advice into campaigns selling products & services either exclusively to Māori or to a mainstream audience that needed to reflect our shared history. The opportunity at the time was to own a space, all minority communities could be represented by and/or clients could see this new agency as thought-leaders in.
Inclusivity and diversity were operating values dear to Joseph’s vision and as he led the design process for the establishment of the new agency and brand to lead it out saw him easily land on the name - Tātou: for all of us. www.tatou.nz
Today, Tātou is still the cultural offering within the stable of Stanley St (ex Ogilvy & Mather)