Chris Williams at King St Advertising firm in Hamilton says the regional culture breeds hard-working, humble and very proud locals.
“We don’t do the flashy stuff and don’t talk too much about our achievements – just get on with it.
“There’s also amazing history here which brings a certain richness.”
And of course, he adds, there’s the rural sector that feeds people across the globe and has given rise to many manufacturing, technology and service businesses in the region.
Williams says the team at King St, which has been operating out of Hamilton and now Tauranga since 1999, doesn’t try to lure people to the regions, but finds talent that is already on the move.
He said those setting up shop tend to stay around a lot longer too, so long-term relationships can be built with clients. Those direct relationships mean it’s easier to get things done, and decision making, development and execution can be done a lot faster than in the big cities.
The team at King St use all marketing channels, with a strong emphasis on digital and social for some clients; outdoor and radio for others, and some rural specialists use more print.
The local media options have a good following, Williams says, and the local media staff have great relationships with their direct clients.
He adds the Waikato and Bay of Plenty are both growing very quickly with a mix of people – students, families, businesses and retirees. He says new imports are often surprised by the opportunities in the region and that everything can be done at a world-class level – “probably quicker and cheaper as well”.
Williams says King St has a strong national profile and is the first port of call when industry people move to the region, and the team there also has very strong relationships with the two education providers. Clients include the University of Waikato, Fieldays, Mystery Creek Events Centre, LIC, Dairy NZ, and Hamilton City Council.
The challenges his business faces in the region are the same as those faced by any other in the industry – attracting and retaining top talent, dealing with the changes in the media landscape, maintaining relationships and optimising resources.
“As long as we stay true to our vision and work with clients who are the right fit for us culturally, we will continue to prosper,” he says.
And they’ll continue to that from the rich plains of middle New Zealand (with The Lord of the Rings Shire not far off).
The Regional Rundown series will explore the Waikato, Bay of Plenty, Hawke's Bay/Wairarapa, Nelson/Marlborough, and Otago regions. To read the profiles, click here.
This story is part of a content partnership with News Works.