The agency
for the modern marketer

Strategy, branding, through-the-line communications & media.

Trusted by leading brands in New Zealand and Australia

Years ago I went looking for the kind of agency I needed when I was on the client side.

But I couldn’t find it.

So I compromised – again and again.

Eventually, I stopped compromising.

I built the agency I couldn’t find. One that moved fast. Thought strategically. Had lots of ambition.

And that agency is The Business. Uncompromising.

Ben Cochrane - Founder & Director

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We developed New Zealand’s
#1 selling Chardonnay


We’ve helped grow some of the world’s most valuable brands. We’ve won strategic awards.


But what I’m proudest of? People like to work here. And they stay.


Clients stick around too – because they feel what I felt. And they need what I needed.

Creating meaningful
brands that makes competitors nervous

We created a 
category
and smashed
record sales 

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Created and launched a multi-million dollar brand


Injected adrenaline into the sleepy office space market

 
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How we roll

 

Clarity

We start by defining the real problem, not just the brief.

Using tools like Category Entry Points, Jobs to be Done, and good old-fashioned commercial instinct, we uncover what your customers need, want, and expect – and what your brand needs to do about it.

We look at

  • What drives buying decisions in your category

  • What ‘job’ your brand is being hired to do

  • How you stack up in the minds of customers

  • What distinctive assets you already own (and which ones you need)

“Insight is only useful if it leads somewhere. We find the insight that unlocks growth.”

Creative

When clear on the strategy, we move fast into creative.

Ideas are developed by the same senior minds that cracked the strategy – so they’re never lost in translation. And every idea is pressure-tested against commercial goals, not just creative preference.

We focus on:

  • Big, brand-building ideas rooted in distinctiveness

  • Assets that work across channels and time

  • Behavioural science that nudges people to act

  • Creativity that builds memory, fame, and sales

“We create work that cuts through – and earns its place in your budget.”

Commerciality

We measure what matters, then optimise.

From testing assets in the wild to shaping comms around physical and mental availability, we make sure your brand isn’t just looking good – it’s working hard for your bottom line.

We apply:

  • Performance metrics that go beyond vanity

  • Test-and-learn loops to scale what works

  • Ongoing strategic stewardship to stay sharp

  • Brand growth thinking (mental + physical availability)

“Creative only matters if it performs. We make sure it does.”

Why it works

You work directly with senior people who know what they’re doing.

We work hard to understand your business – so we hit the ground running on projects.

We cut the layers and invest more of your budget in building your brand.

Global brands trust us to deliver – and we do.

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“They get
our business. 


It’s a successful 
partnership”

— Brown Forman

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“We don’t think of them as a supplier. They’ve become an invaluable and trusted part of our core team”

— Fujitsu

Our kind of people

Our passion is working with like-minded individuals, to develop an eco-system of marketers and partners that want to build brands through great work. We aren’t into short termism, ill thought through strategy or creative for the sake of the agency. Our clients are demanding, challenging and professional - so we have to be at the top of our game all the time. Here are 6 of our core beliefs.

 

Shared ambition

The client relationship comes first. We take a 10 year view and invest in understanding our client, their brand and their business. We want our clients to look like hero’s.

Complacency is the enemy

We take nothing for granted. We never rest on our laurels and detest complacency. Our clients value proactive, plentiful ideas - so that’s what we do

Always learning

We put a lot of time into training our people in strategic thinking and executional excellence. From residential strategy programmes at Harvard Business School to the latest digital marketing courses - our people know their stuff.

Quality. Not quantity

The quality of our work is critical. Rather than work in a bloated creative department with multiple layers, we took the decision early on that we’d rather be smaller, ego free and well respected

Energy and positivity

We have little time for cynical people – no matter how rock star they are. Our culture is our difference. We believe a positive, supportive culture creates better work and attracts better people

Transparent

Clients love our flat structure and openness. The old rules don’t apply here. Talk to the creative director direct. Or sit down with our designers to re-arrange your logo. We encourage this. It’s liberating, honest - and extremely fast, which is why we are efficient as well as effective

Contact us

If you’ve made it this far you are either extremely bored or a little curious.
If it’s the latter, please give us a bell.

Ben Cochrane
Managing Director
+64 (0)21 2448989

2.13, Axis Building
91 St. Georges Bay Road, Parnell, AKL, NZ