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.
Anthem
- Founders: Jane Sweeney and Carolyn Kerr
- Year founded: 2014
Tell us the story behind founding your agency.
We’ve worked together for over 20 years, including nine within a multinational agency group, where we built strong foundations and commercial discipline. Over time, we became increasingly compelled to create something of our own – an independent agency with the freedom to think differently, move faster and truly put clients first, without the constraints of a global head office.
We also recognised that PR had been too narrowly defined, often limited to media relations, when it should sit at the centre of reputation, brand, influence and business outcomes. At the same time, the traditional agency model was becoming less fit for purpose, with clients needing more integrated thinking, senior access and flexible delivery.
Anthem was created to redefine the traditional PR agency, grounding it in strategy and combining creativity with multi-channel execution to deliver fully integrated solutions that create meaningful, lasting impact.
What’s your favourite thing about running your own agency?
Kerr: My favourite thing about running our own agency is the freedom we have to chart our own course and try new things without constraint.
That independence allows us to bring to life a vision for a business that genuinely reflects what matters to us and is aligned with our values. The opportunity to help shape careers and work with incredible talent every day is a gift and another element I love. Building a team, supporting people to grow and watching them back themselves and succeed is one of the most meaningful parts of what I do.
I also love being in business with Jane. She’s one of the real shapers of our industry, a true champion of diversity and inclusion in business and my own professional cheerleader. When you have Jane by your side, everything is possible.
Sweeney: The ability to shape a business that genuinely reflects what matters – how we work, who we work with and the standard we hold ourselves to.
Being independent gives us the freedom to evolve quickly, back our judgement and invest in ideas we believe in – whether that’s new service lines, talent models or partnerships.
A close second is building people. Seeing individuals grow into leadership, often beyond what they initially thought possible, is one of the most rewarding parts of what we do. It’s something we’ve both prioritised across our careers, and it sits at the heart of Anthem.
And underpinning it all is the partnership. I am so fortunate to have Caro as my business partner and dear friend. Having deep trust, shared ambition and the ability to challenge each other makes the business stronger and the journey far more enjoyable.
What’s the most important thing you’ve learned?
The most important thing we’ve learned is the value of a clear purpose and values that genuinely reflect who you are.
For us, that’s caring deeply, doing it better and being the difference. Our values guide daily decisions and have given us the clarity to step away from misaligned opportunities and lean into those that truly fit.
Over time, we’ve seen that misalignment carries a real cost – in energy, performance and outcomes – while alignment compounds, strengthening both culture and results. Our values shape who we work with, how we work and the standards we uphold. They also empower our team. When people understand what you stand for, they can make better decisions without constant direction.
Ultimately, our purpose and values define who we are – purpose-led, relationship-focused and outcomes-driven – and underpin our ability to build trust, deliver meaningful impact and stay true to what matters most.
What’s the best piece of advice you’ve received or given out?
Kerr: Trust your gut. Listen to your instincts and back your intuition.
It’s just as important to tune into how something feels as it is to analyse your thoughts. In business, if something feels off, it usually is. Learning to recognise and act on that early can save a lot of time and energy, not to mention a mess when it invariably goes pear-shaped.
Equally, when something feels right, there’s power in leaning into that with confidence. Embracing opportunities without needing everything to be certain and perfect is another bit of advice I’d give. You never know where it might take you and what exciting things are just around the corner. Plus, there is no substitute for hard work!
Sweeney: Go for it! Give it a go! Back yourself. Don’t wait for certainty.
Some of the best opportunities come before you feel fully ready. If you have the fundamentals – such as capability, intent and work ethic – you can build the rest as you go. Too often people wait for certainty, the perfect plan, the full skill set, the right timing. In reality, those conditions rarely exist. If you have the fundamentals – sound judgement, strong intent and a willingness to do the work – you can build capability as you go. Experience is earned in motion, not in waiting.
We have a mantra at Anthem: “Yes we can!” Backing yourself doesn’t mean being reckless. It means being prepared enough, then having the confidence to step forward and figure things out. Progress in business rarely comes from playing it safe. It comes from making decisions, taking considered risks and being willing to learn quickly. The people who move forward are the ones who start before they feel ready.
Anything else we should know?
For anyone thinking about starting their own business we recommend rallying a trusted support crew around you – family and friends – and ideally doing it with a business partner or partners you also implicitly trust and adore!
Running a business can be unbelievably rewarding but it can also test you well beyond your comfort zone. Being able to vent, share the joy and just spitball without judgement is critically important. Having people you can rely on, challenge ideas with and be candid around is vital.
Also, don’t feel bound by traditional models. The industry is changing, and the most effective businesses are the ones willing to rethink how they operate – whether that’s structure, talent or how they deliver outstanding value to clients. We are embracing AI, for example and envisage a whole different agency model five years from now, or even less.
Finally, enjoy it!
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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