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Media leader launches fractional offering for SMEs
Ben Dufty has started a new fractional offering called injctr.
Ben Dufty has announced the launch of injctr, a fractional offering for SMEs and startups across Aotearoa.
Dufty has over 20 years in the media and advertising industry, having held senior roles at TVNZ, FCB and WPP Media.
“With over two decades of experience, I wanted to build something that actually moves the needle,” he says.
“Founders and senior leaders deserve someone who’s genuinely been in those situations, not just advised on them. Most SMEs can’t afford or don’t need a full-time COO or CPO – but they’re making those decisions every week, and in some cases not making them at all, which creates its own set of problems. Injctr closes that gap with someone who knows that relationships matter most, is comfortable being in the hot seat, and is there alongside them on the journey.”
Two offerings
Injctr runs across two offerings. lnjct.px covers the people layer – people experience, culture partnership, and people operations built on a modern HR tech stack.
Meanwhile, injct.shift covers growth, operational efficiency, and the change discipline to make things actually land rather than just get announced. A third arm, injct.grow – a growth fund and equity-backing vehicle – is in development.
Injctr draws on a wider network of fractional professionals in order to keep costs manageable and in line with what the work actually needs, says Dufty.
One area where he sees significant demand for businesses is with AI technology: “A lot of businesses are stuck, not because they’re ignoring AI, but because they’ve been overwhelmed by it. Injctr provides an objective view, helps reset the noise and co-creates the change management plan for what the business actually needs,” says Dufty.
Injctr is already working with clients across a number of industries and has been appointed as a certified business partner of IMANZ, the industry body for New Zealand’s independent media agency sector.
