NG&A and Creative Dept. unite to drive purpose-led transformation across Aotearoa

In a move designed to help New Zealand businesses and organisations align their operations, culture, and growth strategies with a compelling core purpose, Neil Gaught & Associates (NG&A) and Creative Dept., led by creative director Grant MacDonald, have formally merged their capabilities to deliver an integrated, high-impact service to senior leaders committed to purposeful business transformation.

The merger builds on nearly two decades of global collaboration between Gaught and MacDonald, whose shared belief in the power of purpose has shaped strategic and creative work for clients around the world.

“Grant and I have collaborated globally and locally for more than 20 years. He’s an exceptional creative thinker, and having his talent fully embedded within NG&A strengthens our ability to deliver truly integrated, high-impact solutions for New Zealand businesses and organisations.”says Gaught, creator of the Single Organizing Idea® (SOI®) framework.

While MacDonald’s expertise in brand identity design, brand communications and user experience plays a vital role in bringing purpose to life visually and experientially, NG&A’s expanded capabilities go well beyond design services: June also marks the formal establishment of NG&A’s New Zealand-based senior advisory team. Seasoned professionals Lance Sheppard, John Wadsworth, Kiri Goulter, and Diana Parry—bring deep local and international experience in governance, brand, systems thinking, economic development, and organisational change.

“New Zealand is emerging from a tough period and the emergence of purposeful leadership offers a timely and exciting way forward for NZ businesses but at the moment its power and potential to deliver real competitive advantage is not fully understood. It’s NG&A’s goal to change that.” adds Gaught. “We believe New Zealand is uniquely placed to lead this shift, not follow it. We’re here to help businesses and organisations realise the full potential of purpose.”

With growing interest from both private and public sectors, NG&A is positioning itself as a trusted strategic partner to boards and executive teams looking to future-proof their organisations, build stakeholder trust and unlock long-term value.

Gaught, an internationally recognised authority on purpose-led strategy and author of CORE: How a Single Organizing Idea Can Change Business for Good, has advised clients in more than 60 countries. His SOI® methodology offers a rigorous alternative to superficial ESG and CSR efforts—embedding purpose at the core of brand, governance, operations and decision-making.

With its office launched in Auckland in May 2025, NG&A’s New Zealand presence serves as a regional hub for purpose-led strategy and brand transformation across Aotearoa and the broader Oceania region.

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