In the June-August 2026 issue of NZ Marketing magazine, we asked agency founders to tell us the story behind why they started their agency, their favourite thing, what they’ve learned and their best advice.
Coles & Co
- Founders: Jon Coles & Devoney Scarfe
- Year founded: 2020
Tell us the story behind founding your agency.
We started Coles & Co during a global pandemic, then later scaled it up in a recession.
The business was founded in 2020 by myself and commercial artist Devoney Scarfe aka Devoney Bakes. I’d worked for several big agencies and had taken notes from the best bosses and creative leaders I’d worked with. I honed my skills in leadership, client relationships and in balancing great creative with business smarts.
From there, Devoney and I drew up a business plan and rented our first office for two people. Today, our team of seven works delivers strategic thinking, brand design and memorable campaigns for brands in Australia and Aotearoa.
Jon Coles and Devoney Scarfe started Coles & Co in 2020.
What’s your favourite thing about running your own agency?
The buzz that comes from a big idea hatching in the agency.
I learned just how powerful that can be as a copywriter at McCann. Now that I’m an agency owner, it’s super satisfying to experience it when it comes from within our team. As readers of this will know, smart thinking inspires others, engages clients and most importantly, can solve business problems – sometimes in a surprising way.
What’s the most important thing you’ve learned?
To hold things lightly. Even though a project or problem may feel like a really big deal, I’m a better creative and leader when I don’t hyperfocus on it.
I’m trying to be more mindful this year, and relaxing my approach to some significant things has been a game changer.
Recent work from Coles & Co.
What’s the best piece of advice you’ve received or given out?
Back at Saatchi & Saatchi, when I was working long hours and many a weekend, someone reminded me to “enjoy the ride”.
That advice has stayed with me ever since. We work in a fun industry, our jobs are far from boring and life is short. So why not be grateful for the opportunity?
Anything else we should know?
Jon runs Coles & Co. Devoney runs her own separate business as Devoney Bakes, but has management and culture input with Coles & Co.
As a quick backgrounder, Devoney Scarfe, known online as Devoney Bakes, specialises in making detailed, edible “pie-traits” sculpted pastries and what she calls ‘cursed baking’.
She combines a fine arts background with pastry, creating intricate portraits and pop-culture art. She is a former Great Kiwi Bake Off contestant and also works as a food stylist.
This story comes from NZ Marketing magazine issue 87, June-August 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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