One of New Zealand’s longest-standing independent agencies reflects on challenges and positive change, with its founder and Managing Director, Jo Tacon, attributing its success to the exceptional team and innovative problem-solving that win its clients over.
How are you feeling about the next chapter for independent agencies?
I feel positive about the opportunities that’ll be presented to agencies like Charm in the coming months. Charm continues to remain steadfast in its dedication to excellence for our clients, and each other. We’re not unique in
the challenges we face as a business, but when things get tough, we double down for our clients.
Recently, this has included stepping into a marketing support role for our client Kora. When a key team member went on maternity leave, we immediately picked up this role. The handover was seamless and a relief to their CEO because of our deep understanding of the business. We really are ready to support our clients in any way they need.
What have you learned over the past 25 years?
The business has transformed from design and production only to a full-service agency. I believe our continued success is a combination of our evolution and our promise to solve clients’ briefs with ingenuity and strategic prowess. We remain effective as things around us change at pace.
Having run an independent agency for more than two decades, the overwhelming feeling for me is pride, and I’ve learned the importance of adapting to ensure longevity. I still feel excited at the prospect of what we can do for our existing and new clients – how we can enhance their day, their budget and their business.
Charm is also successful because the people around me know what levers to pull and when. Our approach has been a driving force from the beginning, and we’re never afraid to seek outside expertise when needed.
Maintaining fiscal responsibility for our clients also remains a top priority, reflecting our commitment to always do the right thing.
So, tell us a bit about the team at Charm…
Senior leaders in the business include Strategy Director, David Bowles; Senior Creative, Anton Evans; and Group Account Director, Sophie Collett.
David has more than 25 years’ experience working in agencies worldwide as an accomplished strategy practitioner across the full spectrum of the communications landscape.
Anton has been with Charm for 10 years and has had an equally notable career working with some of New Zealand’s biggest and best-known businesses, such as Air New Zealand and Metlifecare.
A treasured find in the world of advertising, our client services lead Sophie has worked in the industry for more than 15 years, building trusted relationships with her team and clients as a result of her integrity.
With all three leaders having such impressive CVs, it’s not lost on me how important it is to have this calibre of talent in the business. I get regular compliments about the team from both clients and partners. Given people don’t always go out of their way to provide positive feedback, this only reinforces my understanding of the outstanding service the Charm team provides.
What’s next?
We know we can save clients’ money and potentially help them save jobs in their organisations by spending less elsewhere. We actively promote the idea that Charm can do clever work with reduced budgets, and this could keep good marketers employed.
Just as we can scale up, it works both ways, and we can also pare things back when needed, all while providing access, in my opinion, to the best talent in the industry.
For more information, email Jo at [email protected] or visit charm.co.nz.
This article was first published in our March/April 2024 issue.
