About Us

Tātou is a communication, marketing & engagement agency with an acute sense of Māori, Asian and Pacific peoples.

We are agents of change, social change. Yes we are advertisers and marketers, but we are also listeners, engagers, creators and solutionists. We not only create unique, effective communications and campaigns that resonate on a personal level, but also add value effecting social-change with New Zealand’s fastest growing populations and communities.

We function very much as an embodiment of this inclusive representation. At the core of our process, is understanding, and it is from there that we build our creative thinking and problem solving.

We understand the mindset of the Generation Y parent because we are those parents. We understand deficit raised Kiwi kids because we also come from similar upbringings. We understand all Kiwi cultures because we are these cultures.

Tātou are a highly committed sandbox of scenario planners, social scientists, communication strategists, creative’s, digital marketers and storytellers. We are all unabashed 'blue-sky' thinkers who want to make a real difference in the world around us.

We represent modern New Zealand. We have a deep understanding of the people we communicate with, and we feel their pain-points. With innovative ideas we deliver beyond what meets the eye. And we relentlessly strive to deliver great work that works.

The MĀori & Pasifika birth rate is currently tracking at 4–1 to every PĀkehĀ child.


As such, there is a focussed need for Post Settlement Government Entities, Iwi Trusts, Community, Church groups and Government agencies alike to positively influence their behaviour, as well as that of their Generation Y parents to diffuse the ticking time-bomb.

With Baby Boomers retiring en-masse each year over the next 20 years, there is a need to shine the spotlight on successfully transitioning our Māori / Pasifika Generation Z out of the cradle into early childhood education, through school and into the jobs that ‘Boomers’ will be vacating. Considering the fact that today, 2 out of 5 Māori and Pasifika kids drop-out of school to go on the dole, allowing these kids to drop out of school and drop out of life is simply not an option.

New Zealand simply will not have the fiscal capacity to carry these kids as well as support our retiring baby-boomers. Our economy would end up in dire straits thanks to the precarious labour deficit this would impose upon our primary industries in particular. Never before in the history of New Zealand have we been so reliant on the health, wellbeing and productivity of one generation to support an economy – which is why this transition is key to diffusing what is tantamount to a ticking time bomb.

The flipside to this, is that immigration laws can and will be relaxed to fill the jobs vacated from ‘boomers’ should youth transitioning for Māori and Pasifika kids prove insurmountable. This will come on the back of natural net-in migration and a natural increase due to a large youthful and fertile Asian population. In 20 years time as the population ages, half of the Asian population will be more than 35 years old – however the Asian population will continue to be younger compared to the overall New Zealand born population due to the continued presence of international students, age selective immigration policies and New Zealand born Asians.

The MĀori & Pasifika birth rate is currently tracking at 4–1 to every PĀkehĀ child.

As such, there is a focussed need for Post Settlement Government Entities, Iwi Trusts, Community, Church groups and Government agencies alike to positively influence their behaviour, as well as that of their Generation Y parents to diffuse the ticking time-bomb.

With Baby Boomers retiring en-masse each year over the next 20 years, there is a need to shine the spotlight on successfully transitioning our Māori / Pasifika Generation Z out of the cradle into early childhood education, through school and into the jobs that ‘Boomers’ will be vacating. Considering the fact that today, 2 out of 5 Māori and Pasifika kids drop-out of school to go on the dole, allowing these kids to drop out of school and drop out of life is simply not an option.

New Zealand simply will not have the fiscal capacity to carry these kids as well as support our retiring baby-boomers. Our economy would end up in dire straits thanks to the precarious labour deficit this would impose upon our primary industries in particular. Never before in the history of New Zealand have we been so reliant on the health, wellbeing and productivity of one generation to support an economy – which is why this transition is key to diffusing what is tantamount to a ticking time bomb.

The flipside to this, is that immigration laws can and will be relaxed to fill the jobs vacated from ‘boomers’ should youth transitioning for Māori and Pasifika kids prove insurmountable. This will come on the back of natural net-in migration and a natural increase due to a large youthful and fertile Asian population. In 20 years time as the population ages, half of the Asian population will be more than 35 years old – however the Asian population will continue to be younger compared to the overall New Zealand born population due to the continued presence of international students, age selective immigration policies and New Zealand born Asians.

MĀori , PasIFIka & Asian populations are growing

Their combined population today,
for ages 5 to 9, is

108,000

by 2026 it is estimated to grow to

140,000

european & other populations are DECREASING

Their combined population today,
for ages 5 to 9, is

212,000

by 2026 it is estimated to decrease to

189,400

THE FUTURE IS NOW

A Statistics New Zealand projection for 2026 – just 13 years from now – shows what the ethnic makeup of students aged 5-9 will look like.

Combined European and Other Populations are decreasing - from 212,000 today to 189,400 in
2026. Meanwhile Māori and Pasi?ka are growing. Their combined total today is 108,000, but by 2026 it is estimated to grow to 140,000. A 30% increase in just 16 years.

It’s entirely probable there will be more Māori and Pasi?ka children in our schools than pākehā well before the middle of this century. Clearly these statistics are important to business leaders as they paint a picture of tomorrow’s workforce.

And these statistics are just as important to the Ministries of Education, Health, Social Development and sadly Corrections. Yes. Prisons are being planned now, based on these statistics.

For the kids in 2026 to live positive lives, their parents need to model behaviours valuing education, adopting healthy living, exhibiting resilience and personal responsibility. And they need to live and breathe these values today, not tomorrow.

Tātou is poised to help lead them on this journey.

And these statistics are just as important to the Ministries of Education, Health, Social Development and sadly Corrections. Yes. Prisons are being planned now, based on these statistics.

For the kids in 2026 to live positive lives, their parents need to model behaviours valuing education, adopting healthy living, exhibiting resilience and personal responsibility. And they need to live and breathe these values today, not tomorrow.

Tātou is poised to help lead them on this journey.

HOW WE DELIVER

Appreciating the four societal pillars of New Zealand being the Economy, Environment, Social (including culture) and Political, the T?tou value proposition is unique in that we ‘live’ at the intersection of where Economy meets Social.

In fact, we thrive at this intersection. We understand the social levers that Kiwi teens and their GenY parents respond to, and we know how to leverage these to bring about real behaviour change. We know how to challenge conventional thinking and are not afraid to do so.

Embracing the irrefutable truth that the only constant is change, we are led by the disciplines of psychosocial planning. We understand the causes of deficit based behaviour and are very critical of our ideation process to always ensure we deliver outcomes not outputs.

At Tātou, we’re
about outcomes,
not media.

In fact, we don’t specialise in any communication channel. Nor is our revenue earned in any one media. As a result, we provide our clients with the best possible communication strategy to successfully achieve the desired outcome. We offer specialist skills in:

We have access to a 360o, integrated communications agency at our fingertips.

This means we can offer you everything you need under one roof. The depth and breadth of our integrated resources are unmatched. We have New Zealand’s largest in-house production facilities, so we can provide immediate response to your changing needs. Our production facilities include:

At Tātou, we’re
about outcomes,
not media.

In fact, we don’t specialise in any communication channel. Nor is our revenue earned in any one media. As a result, we provide our clients with the best possible communication strategy to successfully achieve the desired outcome. We offer specialist skills in:

  • Maori, Asia & Pacific Communications

  • Strategy

  • Creative

  • Research

  • Digital Strategy

  • Digital Creative

  • Design

  • Data

  • Social Media

  • Campaign Analysis

  • Project Management

  • Public Relations

  • Media Planning

We have access to a 360o, integrated communications agency at our fingertips.

This means we can offer you everything you need under one roof. The depth and breadth of our integrated resources are unmatched. We have New Zealand’s largest in-house production facilities, so we can provide immediate response to your changing needs. Our production facilities include:

  • Artwork Studio

  • Print Production

  • Photo Studio

  • Retouching Studio

  • Television Production

  • Digital Production

  • Post-production Facilities

  • Audio Suites

  • Video Content Production

  • Maori, Asia & Pacific Communications

  • Strategy

  • Creative

  • Research

  • Digital Strategy

  • Digital Creative

  • Design

  • Data

  • Social Media

  • Campaign Analysis

  • Project Management

  • Public Relations

  • Media Planning

  • Artwork Studio

  • Print Production

  • Photo Studio

  • Retouching Studio

  • Television Production

  • Digital Production

  • Post-production Facilities

  • Audio Suites

  • Video Content Production

We have access to a 360o, integrated communications agency at our fingertips.

This means we can offer you everything you need under one roof. The depth and breadth of our integrated resources are unmatched. We have New Zealand’s largest in-house production facilities, so we can provide immediate response to your changing needs. Our production facilities include:

  • Artwork Studio

  • Print Production

  • Photo Studio

  • Retouching Studio

  • Television Production

  • Digital Production

  • Post-production Facilities

  • Audio Suites

  • Video Content Production

JO STAFFORD

CEO

The pioneer of Mãori branding, Jo established Tohu Wines for the Nelson based orcharding giant, Wakatu Incorporation, as a ‘toe in water’ response to the pip-fruit industry deregulation in 1991. Replicating the same model for himself under the Tapata (Stafford) label for over a decade, he exported his range of Marlborough varietals into 16 countries before succumbing to testicular cancer. This awakening coupled with the resulting birth of his IVF twin boys set him on his current life journey, imbuing empathy & resilience to deficit raised teen boys through the not4profit, Taane - Living outside the box.

A Scenario Planner by profession, prior to establishing T?tou, Jo consulted to Post Settlement Government Entities, Iwi Trusts, central and local governments and a host of primary sector clients developing their understanding of a post settlement era in their region, in their sectors. Jo's Scenario Planning has front-footed the thinking and planning on several large infrastructural projects around the country such as the half billion dollar Hawkes Bay Water Storage scheme as well the recertification of hazardous substances that our multi-billion dollar primary sector rely on.

He is a sitting 'new organisms' Mãori advisor to the Environmental Protection Authority and NZ Cancer Consumer Advisory Group as well a board of trustee member at his kids R?maki (Immersion) Kura.

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    Get in touch

    If you'd like to find out more about our services and see what we have to offer your business, please get in touch with us today.

    • 22 Stanley St
      Parnell
      Auckland

    • General Enquiries
      (09) 358 5752