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.
Calibre + Candor
- Founders: Clive Reed, Bernard Braithwaite & Simon Gentry
- Year founded: 2009
Tell us the story behind founding your agency
Calibre + Candor’s story started before I (Sheila Worsley) joined, when Simon and Bernard, both from marketing backgrounds, teamed up with Clive, an agency media director, off the back of a shared frustration. They felt the industry had become too opaque, overly complicated, and not always aligned with what clients actually needed. So they set out to build something better, grounded in transparency, collaboration and work that genuinely delivers. I came on board to build out the digital side. What started as a performance-focused business quickly evolved as we saw the need for stronger strategy, clearer communication and more accountability across everything we do.
That shift led to our rebrand as Calibre + Candor, reflecting both the standard we aim for and how we show up. Now, as GM, I’m proud to carry that vision forward and partner with clients in a way that’s open, honest, and focused on real growth.
What’s your favourite thing about running your own agency?
What I love most is the balance we get to strike between feeling like part of a client’s team and still having the freedom to think independently. We created our brand positioning around “in-house energy” for that very reason. We’re in the detail, we care about the outcomes and we’re there day to day, not just dropping in for big moments.
At the same time, having that independence means we can challenge thinking, move quickly and bring fresh ideas without being tied up in layers of process or politics. We can do what’s right for the work, not just what’s expected. On a personal level, it’s incredibly rewarding to build long-term relationships where you’re trusted as a true partner, and to see the impact of that over time. It never feels transactional, it feels like you’re building something alongside your clients, which is exactly how we’ve always wanted to work.
What’s the most important thing you’ve learned?
The most important thing I’ve learned is that we’re only a small part of our clients’ day. What feels all-consuming to us is often just one of many challenges they’re juggling. That perspective changes how you show up. Our job isn’t just to deliver good work, it’s to make our clients’ lives easier. That means being proactive, removing friction, communicating clearly and anticipating needs before they become problems. When you take that approach, the relationship shifts. You’re no longer just a supplier, you become a genuine partner. Ultimately, if our clients are successful, we’ll be successful. Keeping that front of mind ensures we stay focused on what really matters and build longer, stronger relationships as a result.
What’s the best piece of advice you’ve received or given out?
The best advice I’ve received is to not take things too personally – perspective and a sense of humour will carry you further than ego ever will. There are already a lot of egos in our industry, I have no intention of adding to that. I believe our industry needs people who listen, learn, and are genuinely curious.
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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