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.
Smokeylemon
- Founder: Mandy McGregor
- Year founded: 2001
Tell us the story behind founding your agency.
Smokeylemon was founded after completing my degree in the UK. I wanted to come back to NZ, but had no idea what I wanted to do. I was OK at web design as part of my computer science degree, so I created a company designing websites.
How did the name happen? My uni mates and I were in a bar in London: one used to smoke, and I would drink rum and coke. The bar staff would always put a lemon slice in my drink back then.
I always scooped the lemon slice out and threw it into the ashtray, to the annoyance of my friend. We were coming up with names. I threw the lemon slice, he smoked his cigarette and next minute, the two words became one: Smokeylemon.
What’s your favourite thing about running your own agency?
If we want to push the boundaries of creativity, try new things or just simply make a decision to mix things up, then its down to us to flex into those without having anyone saying no. The chance to find out what is possible, take calculated chances and look back at what we have achieved because we believed we could is awesome. That shows up in the clients’ deliverables and the sense of satisfaction – those proud moments when you look around and see your work out in the wild, as well as the growth for our clients comes because we delivered something interesting and engaging for them.
What’s the most important thing you’ve learned?
Backing yourself is something that you have to do time and again. If you have doubt in your own ability, it can diminish opportunities. Surrounding yourself with people that elevate the company, support each other and want to do good work is imperative. If you can’t trust your team you can’t deliver your best work.
Another important learning is the ability to say no and stick to your core values when needed.
What’s the best piece of advice you’ve received or given out?
There’s no such thing as a wrong decision. If a path you walk brings challenges or unexpected results, it still has value if you take something from it.
Life puts options in front of you for a reason: to help you grow as a human.
Anything else we should know?
We are in New Plymouth and we have a team of six, plus remote workers in Auckland.
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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