Introducing the Mana Tangata of Crave Global

Crave Global continues to help grow New Zealand culture by committing to te ao Māori and tikanga principles with the hire of Dr Pouroto Ngaropo as Tohunga (Senior Cultural Advisor).

Ngaropo is a renowned activist who has contributed for many years to Māori arts, media, education, health and Government.

Ngaropo will work with the creative agency to help connect the world of te ao Māori to its clients. Having witnessed the immense mana he brought to the workplace on a project for one of Crave Global’s clients, Ports of Auckland, Crave already have plans in place for future collaborations.  

Ngaropo will be responsible for helping Crave’s clients become more culturally relevant with a  bi-cultural narrative for their businesses and brands, as well as helping with creative inputs and  cultural safety practices. Additionally, Ngaropo will continue to help shape Crave structures and practices to ensure a proud culture of diversity, inclusion and sustainability.

His primary focus is the rejuvenation of traditional Māori culture, its preservation and retention. Based on this, his role will be to guide and facilitate conversations with kitanga principles and to broker partnerships with Māori by bridging any gaps that exist in the work Crave is creating. 

Ngaropo comes with an impressive CV having worked as a teacher, lecturer and project manager. His current role as a Tohunga has seen him join teams as a Senior Executive Member and as the Chairman of 19 Boards. He has also authored multiple academic papers.  

He is a member of New Zealand Order of Merit (MNZM), Justice of the Peace, Marriage Celebrant, Fluent speaker of Te Reo Māori and holds a Bachelor of Māori Studies and a Diploma in Teaching. 

Dr Ngaropo is eager to support the Crave team in his new role.

“I enjoy meeting new people in different industries, bringing Māori and Pākehā together. I see it as my job to preserve the cultural integrity of Māori cultural practices and beliefs.

“To engage with and educate the tangata whenua throughout Aotearoa is a great privilege for me,” he says. 

Rounding out this sentiment and commitment is Crave Global’s Managing Director, Daniel Hopkirk.

“Our aim is to create work that adds to the cultural fabric of New Zealand. Running parallel worlds doesn’t take us anywhere anymore,” says Hopkirk. 

“Our purpose led work drives us to create campaigns that celebrate the people and business of New Zealand in a way that embeds them in the cultural fabric of our country.

“From Dance for Abilities, where we hosted social occasions that enabled intellectually disabilities communities to have equal opportunities, through to our work with Ports of Auckland on The Lightship where we turned one of their properties into a contemporary art platform for the city, Auckland Council, where we created a real world gaming platform called The Problem to combat climate change with disinterested parties and Johnnie Walker’s latest work with the LGBTQI+ community, celebrating diversity.”

Executive Creative Director, Hadleigh Averill says: “All these ideas create spaces for the celebration of important subcultures in our community, in a way that adds value to brands. It’s a win win.

“But, we don’t see these as just projects, we are comitted to working this way every day. To create work that is holistic and inclusive. 

“We share Dr Ngaropo’s views of New Zealand, that inclusion in all areas of society, makes for a greater country,” says Averill. 

Ngaropo will initially support Crave’s existing clients alongside new expansion projects.  

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