A unique partnership, Te Takere, has been formed between VMLY&R and Māori-owned consultancy firm Manako Limited for the 2023 Census for Stats NZ.
The new partnership brings together Māori and Non-Māori expertise to create a distinctive campaign approach for the next census, and follows a competitive agency procurement process.
Te Takere will work with Stats NZ to build trust and understanding around the value of data and its importance in everyday life in New Zealand. They will also be focusing on lifting the Māori response, as well as Pasifika and other ethnic groups.
VMLY&R Managing Director, Fleur Head says: “We understand the importance of census data and how it helps inform decisions that will affect the future of Aotearoa New Zealand. We are honoured to be trusted with this work. We find ways to connect with people who don’t respond to traditional marketing and advertising, that’s what we’re all about at VMLY&R.
“Our partnership with Manako Limited is an incredible opportunity to do something unique and create a campaign like no other – it’s our goal to make the 2023 Census the most inclusive and engaging census ever.”
Te Takere, meaning double hulled canoe, symbolises the united team and their hulls bounding together. It enabled generations of Māori to navigate their way from Hawaiki to Aotearoa. The design ensures stability, protection and flexibility.
With an ability to flex and adapt to the constant changes faced on the ocean, it’s the perfect analogy for the partnership between the two.
Manako Managing Director, Neavin Broughton says: “Finding modern applications to ancient wisdom as a way of enhancing our collective understanding and value of data and how it enriches our lives, is one of many promotional opportunities availed to us through this work.”