Red Bull NZ appoints ABEL Aotearoa as new creative agency following a competitive pitch

Red Bull NZ appoints ABEL Aotearoa as new creative agency following a competitive pitch

ABEL Aotearoa is set to take off as newly appointed creative agency for Red Bull New Zealand, following a competitive pitch process.


After over a decade working with Special New Zealand, Red Bull pitched the business in a competitive process which saw a number of renowned Kiwi agencies battle it out. At the end of a six week process Red Bull appointed ABEL Aotearoa as its new creative agency.

Says Simon Fowler, co-founder + creative at ABEL: “The agency is thrilled to announce that we’ll be working with one of the most iconic, globally recognised brands. New Zealand is renowned for its friendly people, pioneering spirit, and outdoor adventures and no brand embodies that better than Red Bull – being part of the team working to take the brand to the next level, on our home turf is a creative dream.”

ABEL was founded in Australia in 2017 by creative partners, Nicole Jauncey and Simon Fowler. The independent agency opened its doors in New Zealand in 2022 and has quickly accrued a number of impressive clients including SBS Bank and F45, in addition to its rapidly growing Australian client base, with the likes of Macquarie Bank, Google, Pinnacle Drinks, Coates and Westfund Health Insurance.

Says Tom Lawson, brand manager at Red Bull New Zealand: “We were so impressed by ABEL’s fresh offering and feel they are a great fit for our brand. The team demonstrated sharp strategic thinking and a brave creative approach to the work. They also just seem like a lovely bunch of down to earth people and we’re thrilled to have them along with us for the journey.”

ABEL will work alongside Kastner, Red Bull’s Global agency, to localise the brand’s creative strategy and create brand campaigns and local event concepts that resonate deeply with Kiwis.

Adds Fowler: “We are stoked to announce the great news. We couldn’t be more excited to join forces with Red Bull New Zealand and see where this next creative venture takes us.”