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.
Rise & Shine PR
- Founder: Luci Marshall
- Year founded: 2018
Tell us the story behind founding your agency.
I founded Rise & Shine in 2018, off the back of winning an industry PR award, which gave me the confidence to back myself and start something of my own.
Having worked both in-house and agency side, I wanted to bring the best of both worlds together. I’d missed the pace and variety of working across multiple brands, getting under the hood of different businesses, as well as being part of a team of PRs rather than the sole voice internally. That’s shaped how we operate today.
Collaboration sits at the heart of Rise & Shine. We workshop ideas and strategy as a team, so clients benefit from multiple perspectives, not just one. We’re also intentional about the brands we work with, they’re products we genuinely use and love, allowing us to show up with authenticity.
What’s your favourite thing about running your own agency?
It’s impossible to choose one thing, but it always comes back to the people.
My team are genuinely smart, curious and kind, and there’s a real sense of pride in the work we deliver together. Our clients are true partners – they trust us, align with our values and are open to pushing ideas further.
And then there’s the media and creators we work with daily, collaborating to bring stories to life in a way that feels considered and impactful. I get such a buzz from the work. Whether it’s seeing a creative mailer take over social media, delivering a standout event or landing a strong piece of thought leadership, that translation from idea to impact is what I love and what drives me.
On a personal note, building a business that allows me to stay close to my family while doing work I love is something I don’t take for granted.
What’s the most important thing you’ve learned?
From a business ownership perspective, the biggest lesson has been not trying to do everything myself.
Surrounding myself with the right external partners across finance, accounting and HR has been key. It gives me the support and clarity to focus on the team and the work, where I add the most value.
Internally, building a team of PR superstars with complementary strengths has been just as important. I’ve also learned the importance of adaptability. The media and influencer landscape is constantly evolving, and so are the ways audiences engage with brands. What worked even a year ago can shift quickly, so staying curious, open and informed is essential.
Ultimately, great PR sits at the intersection of creativity and clarity. Big ideas are important, but they only matter if they’re grounded in strategy and executed properly.
What’s the best piece of advice you’ve received or given out?
Treat every person you interact with as a future client.
The growth of Rise & Shine has largely come through word of mouth, and that’s a direct result of not only delivering strong results, but genuinely caring about and nurturing the relationships we build along the way.
In PR, your reputation is everything. The way you show up, follow through and respect others has a long-term impact, often in ways you don’t immediately see.
It’s a simple mindset, but one that has shaped how we work and the kind of agency we’ve built.
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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