FEDERATION appoints Tabitha Harris to newly created role of Brand Director; moves to new offices with “absolutely cracking deck”

New Zealand owned independent agency FEDERATION is growing and has appointed Tabitha Harris into the newly created role of Brand Director.

FEDERATION CEO Sharon Henderson says the agency’s growth and disruptive non-traditional model is behind its recruitment drive of new ‘pivot resources’ that are enabling clients to change gears fast in the post-COVID world.

“Tabitha brings a genuinely rare combination of talents. She is a brilliant creative, strategy and design thinking expert in both brand and retail. Her work in the UK for powerhouse brands such as John Lewis, Nike, L’Oreal, Diageo and M&S is fresh and exciting. She further innovates our strategic stretch, enabling clients to fully optimise existing and future consumer touchpoints.“

In London, Harris was a design and creative lead at TBWA and Yard Creative on large scale rebrands, future store strategies, customer engagement, social media and experiential projects.

Says Managing Partner, Olly Boden: “Tabitha is a natural link between our planning and creative teams. Her personal interest in the acceleration of business growth for challenger brands makes her a fantastic fit with FEDERATION’s kiwi values, ethics and mindset. We’re seeing a real shift in consumers and the way they interact with brands in the post-COVID world. Someone like Tabitha is helping clients to design step-change branding for greater differentiation and impact in the ‘new normal’. Welcome aboard Tabs!”

Adds Boden: “Our growth coincides with the agency moving into new offices – we moved all the way into the building right next door. We’re now all on one big floor complete with the must-have for every agency, an absolutely cracking deck which has already been put to good use for Friday afternoon barbecues and beers with our wider FEDERATION family of specialist collaborators.”