Curious Nation appoints two as activation demand fuels trans-Tasman growth

Brand activation agency Curious Nation has strengthened its trans-Tasman team with two new hires across its Australian and New Zealand operations, following a strong period of business growth and new client wins.

The independent agency has appointed Christina Crawford (right) as senior producer based in its New Zealand office, while Anna Smith (left) joins in Sydney as account manager.

Crawford joins Curious Nation with more than two decades of experience as a senior event producer and project director, delivering large scale brand experiences, conferences, public festivals and VIP hospitality events across New Zealand, Europe and Asia.

She has worked with organisations including New Zealand Rugby, One NZ, Spark and SKYCITY Entertainment Group, as well as a number of global experiential agencies and luxury brands. Crawford brings a combination of strategic thinking and hands-on production expertise, alongside a reputation for calmly delivering complex projects with precision and attention to detail.

Smith joins the Sydney team as account manager and will support the delivery of major client projects across Australia. She previously worked with UK-based creative events and production agency EventLive, where she spent two years supporting the delivery of events from concept through to implementation.

Says Meredith Cranmer, CEO, founder and managing director of Curious Nation: “Christina and Anna are fantastic additions to the Curious Nation team and reflect the calibre of talent we’re continuing to attract as the business grows across both sides of the Tasman. Christina brings an incredible depth of experience delivering complex, high-profile experiences internationally, and her ability to combine strategic thinking with flawless execution will be invaluable to our clients in New Zealand. Anna joins our Sydney team with a passion for bringing ideas to life, and she will play an important role in helping us deliver the kind of bold, insight-led activations our clients expect.”

The appointments follow a strong start to the year for Curious Nation, which recently secured three new business wins including Goodman Fielder’s CSR Sugar portfolio in Australia, an activation project in Japan for Italian company ILLVA Saronno, and an immersive showcase event for a major New Zealand media company.

At the end of 2025, the agency also launched its inaugural Activation Effectiveness Barometer, a benchmark study of more than 80 senior marketing leaders across Australia and New Zealand exploring how brand activations are measured, valued and prioritised across the marketing mix.

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