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.
Rascal Media
- Founder: Rachel Leyland
- Year founded: 2020
Tell us the story behind founding your agency.
Rascal Media was born in July 2020 – mid-lockdown, mid-house reno, mid “what am I doing with my life?”
After years in big agencies, I’d hit that familiar stretch point: too many clients, not enough resources and the creeping feeling I wasn’t doing my best work. I’d been toying with the idea of going out on my own for a while, but lockdown accelerated the decision.
I also have ADHD – which, in this case, was a bit of a superpower. I’m wired to take risks, and the hyperfocus and determination definitely came in handy. So I started Rascal from my lounge among a full house reno, plaster dust, Zoom calls and general mayhem.
The driver was simple: do better work, with people I genuinely enjoy, in a way that’s sustainable. Rascal was built on the idea of “big agency thinking, small agency service” – senior brains, less bloat, more care factor.
What’s your favourite thing about running your own agency?
The relationships, hands down.
When it’s your own business, everything feels more personal. You’re not just delivering a service, you’re genuinely invested in your clients’ success. You celebrate the wins harder and feel the losses a bit more too.
I also love the ability to choose who we work with. That’s a luxury I don’t take for granted.
Working with good humans makes all the difference not just to the work, but to the day-to-day enjoyment. And selfishly, the variety. One minute you’re deep in marketing science, the next you’re presenting a comms plan to a room full of mechanics. No two days are the same and I love the spectrum of people we get to work with.
What’s the most important thing you’ve learned?
That simpler usually works better. Our industry loves complexity – new platforms, new formats, new buzzwords. But more often than not, the fundamentals still do the heavy lifting: reach, attention, consistency, creativity and a clear message (that’s also fit for channel).
I’ve also learned that you don’t need to have everything figured out before you start. You just need to start and be willing to adjust quickly.
And on a more personal level: energy management matters more than time management. When you’re running your own business, it’s very easy to be “always on”. Learning where you add the most value and where you need to step back is key (something I’m still learning!).
What’s the best piece of advice you’ve received or given out?
In terms of starting a business “Just start – you’ll figure it out.” It sounds basic, but it’s the thing that stops most people. There’s never a perfect time, and you’ll never feel 100% ready.
More practically:
- Build-up a financial buffer if you can (redundancy pay-outs can be a gift).
- Tap into your network early (people are more generous than you think).
- Don’t overcomplicate the set-up.
- And remember – you’re not building a corporate empire, you’re building something that works for your life.
Anything else we should know?
We’re proudly independent and intentionally small (or ‘boutique’ for a better marketing spin) but that doesn’t mean limited.
While we operate as media specialists, we also operate as a hub, pulling together a trusted network of other specialists across creative, PR, digital and tech – depending on what each client needs.
It means clients get senior thinking and the right expertise, without the ‘big agency’ overhead. We’re also big believers in balancing marketing science with creativity, grounding decisions in what works, but never losing the magic that actually makes people take notice or care. And yes… we still live up to the name. A bit cheeky, love a good yarn and a belly laugh, but always focused on doing good work and getting results.
Rascal Media is a founder member of Agency Directory – find out more about them here.
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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