Federation expands into Wellington and appoints new managing partner

Federation has announced the launch of its Wellington office and the appointment of Aaron White as managing partner.

White departs Stanley Street Wellington to take up the lead role at Federation’s new office. The agency is expanding across Wellington, Auckland and Melbourne, with further Wellington appointments to be announced.

We’re coming home

“This is a defining moment for our 100% New Zealand-owned agency, and a big moment for me personally,” says founder and director Sharon Henderson.

“While our agency started with its base in Auckland, few know that Wellington is where Federation’s story really began. Back in 2008, when international networks dominated the market, it was Wellington-based Meridian Energy who gave us our first big break, entrusting Federation with their critical power-saving campaigns during one of the worst droughts on record. That inaugural partnership earned us a Gold Marketing Award in our first year in business.

“In the last year alone, we’ve continued to deliver for our government and local government clients, winning both the Public Sector category at the NZ Marketing Awards and at The Worthies in Wellington last week,” she adds.

“From the start, Wellington has supported this Kiwi-owned independent agency, and now it’s our turn to step up and contribute to Wellington’s return to growth.

“In 2026, we’re proud to count The Co-operative Bank, Massey University and Maritime New Zealand among our Wellington clients. Opening our Wellington agency with a respected leader Aaron White on the ground is a natural next step. In many ways, we’re coming home to where it all started,” says Henderson.

Amplify the influence

White says: “Change has to start somewhere. And in Aotearoa New Zealand it often starts in Wellington. While we are the political heart of the country, we are so much more. Wellington is a cultural crossroads, a social barometer and a testing ground for the most influential ideas that change behaviour for the long term.

“The decisions shaped here, in both public sector and commercial organisations, don’t stop at the city limits. They reach into the regions, industries and communities nationwide.

“As agency lead for Wellington, my mandate isn’t just to think about the city itself – it’s to recognise and amplify the influence Wellington organisations have across the country. When Wellington moves, New Zealand moves, and now Federation moves with it,” he adds.

Ready to drive change

“The Wellington market has become increasingly fragmented with multi-national and Australian-owned agencies,” says Henderson.

“Federation, on the other hand, remains fiercely independent and proudly New Zealand-owned. We don’t offshore profits or dilute our strategy for overseas shareholders. With this major step to support growth in Wellington, we’re serious about creating economic benefit for Aotearoa New Zealand. Now more than ever, this country needs agencies that are truly invested in creating growth here at home.”

Brad Collett, chief creative officer, says: “I’ve worked with Aaron previously across multiple government and public sector clients. Together, we’ve delivered some truly impactful campaigns for the Department of Corrections and the Ministry of Education. Aaron is not just a brilliant strategist and business leader, he’s also a genuinely great guy – someone you definitely want in your corner.

“And he couldn’t be joining us at a more important time,” Collett adds. “In 2026, Federation is an agency built here, led here and owned here, deeply connected to the unique culture of Aotearoa New Zealand. Our independence means no offshore interference, just one united team driving agile, effective strategic thinking and brave, culturally fluent creativity.”

The right leader

Federation managing director Olly Walker-Boden says: “This move wasn’t impulsive. Wellington has always been the right place for us, but in Aaron we now also have the right leader. Aaron fits our culture. He is impressive, humble and fiercely dedicated to driving change and creating measurable impact for Wellington marketers. Meeting him in person, it was clear why Brad and Sharon speak so highly of him. He’s a huge asset to Federation and to his clients.”

White adds: “2026 is Federation’s time, and it’s a homecoming for me too. I’ve watched this agency grow into one of New Zealand’s most impressive independents, and I share their passion for ideas that create genuine commercial results, improving outcomes for New Zealanders and creating critical behaviour change that transforms Aotearoa. Federation Wellington gives local marketers a senior-led partnership model grounded in experience, candour and performance. As a true NZ-owned Independent, this is a creative agency that moves quickly, thinks clearly and focuses entirely on what works for clients. Federation Wellington is officially open for business. You know where to find me.”

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