AUCKLAND, Today: After nearly 15 years, award-winning brand activation agency Because ANZ has rebranded as Curious Nation, offering bold, tailored solutions that go beyond the expected.
The agency was co-founded in 2011 by Kiwi Meredith Cranmer and Sharon Richey of Because UK. It now operates across New Zealand and Australia, partnering with brands like Woolworths, Watercare, Trade Me, and Asahi.
Cranmer said, “Our journey from launching Because ANZ to now reimagining ourselves as Curious Nation has been driven by the same passion for creative and strategic excellence.
“Our team, approach, and unrelenting hunger to help brands get noticed, are as strong as ever. So, it’s business as usual, just under a new name that captures our spirit of relentless curiosity, a behaviour that has fuelled our creativity from the very beginning.”
The Curious Nation name reflects a belief in asking better questions, challenging norms, and growing through exploration—across digital, retail and real-world brand experiences.
“Our team, approach, and unrelenting hunger to help brands get noticed, are as strong as ever.” – Meredith Cranmer
Cranmer and co-owner Gareth Brock continue to lead the agency, while maintaining a strong partnership with Because.
Brock said, “At Curious Nation, our ethos is built on the power of questions. We believe that every challenge is an opportunity to dig deeper, find new ways to accelerate brand growth, and to connect with audiences on a more meaningful level.
“Our approach is all about encouraging and celebrating curiosity, embracing diversity, respecting sustainability and pushing boundaries to deliver tailored brand solutions that go beyond the obvious.”
Sharon Richey, managing director of Because added, “This rebrand marks an exciting new chapter in Curious Nation’s journey.
“Having worked closely with Meredith for almost 20 years, and with Gareth for 10 years, I’ve always applauded their unrelenting pursuit of ‘what’s new, what’s next, and how can we keep growing’.
“I’m really proud to continue partnering with the whole amazing Curious Nation team, as they embrace this next stage of growth, pushing boundaries and igniting brand success.”
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