CB Exclusive: FEDERATION snares Brad Collett from Stanley St for chief creative officer role

Leading independent creative agency FEDERATION has landed Stanley Street ECD Brad Collett as its new chief creative officer to lead the agency’s creative offering across its New Zealand and Australian clients. Working with the senior team, Collett will lead the creative vision for Federation, helping to drive the agency’s growth and creative development.

With a career spanning over 20 years, Collett brings a wealth of experience from top-tier creative agencies. Collett’s proven track record of driving ground breaking campaigns and fostering innovation has earned him numerous awards and accolades, solidifying his position as a leader in the advertising and creative world, including specialist expertise in retail creative.

Says Sharon Henderson, CEO, FEDERATION: “Against a competitive industry landscape, Federation has seen significant momentum over the last 3 years, retaining valued long-term relationships with key clients like Auckland Transport, Auckland Council, Maritime New Zealand, Massey University, L’Oreal New Zealand and Quest, while bringing onboard new clients including global on-demand delivery success story DoorDash, KiwiRail and The Co-operative Bank.

“Brad is a fantastic person and brings a high-level creative perspective grounded in today’s world of creativity and innovation. He will unite the creative vision across our Auckland, Wellington and Australian based business and will play a key role in our plans for 2024.”

Collett is a highly awarded, respected, and well-liked creative leader in New Zealand who has helped to secure creative and effectiveness awards for DDB, Saatchi & Saatchi and Stanley St on both the local and global stages. Over his career Collett has crafted some of New Zealand’s most loved campaigns for brands including Lotto, KFC, McDonald’s, Tui, Toyota, Heineken, The Warehouse, BMW, Carl’s Junior, New World and Rebel Sport. He recently garnered accolades for Hato Hone St John’s Hello Project and was pivotal in KFC’s most successful New Zealand campaign ever.

Says Collett: “FEDERATION exudes energy and drive, and I am deeply honoured and excited to join the family and lead a team of multi-talented creatives. The leadership team’s passion, combined with their indie spirit, resonated with me. I’ve long admired the wins and work of FEDERATION and I’m eager to collaborate with the brilliant team they’re building and to further elevate the brands of their clients. It also helps that Sharon, along with the rest of the leadership team share the same vision as me: producing amazing work, with amazing people, for amazing clients.

“Federation has really great momentum with new wins and fantastic hires while delivering standout campaigns like KiwiRail’s ‘Steely Stan’, Auckland Transport’s ‘Mission Electric’ and DoorDash’s ‘Goods from the hood’ platform. I’m excited to be playing an integral role in the agency’s future success. I’ve always been a supporter of independent agencies, they can cut through the bureaucracy faster, allowing us to prioritise our clients’ interests and the relationship, grasping their unique challenges and delivering work that cuts through and drives results.”

Says Olly Walker-Boden, managing partner, FEDERATION: “FEDERATION has seen real growth across 2023, in a year that hasn’t been easy for the advertising industry with both a general election and cost of living crisis. However our integrated agency model combined with a business consultancy approach has been transformative for both our clients and ourselves. Brad is a fantastic appointment for our clients and the agency – and we’re genuinely excited about 2024.”