AUCKLAND, Today: DDB Aotearoa and Whare Creative are kicking off a fresh partnership with a bang, introducing their new collaborative brand, Takitoru. It’s a game-changer for the industry, blending top-notch creative forces with a deep respect for te ao Māori.
The new brand, Takitoru, is here to mix things up, promising a blend of strategy, creativity, and cultural insight. This powerhouse duo is bringing a unique edge to communications, supported by a massive team eager to innovate.
Heads of both companies are thrilled about the move. “We have worked together for the past 18 months and saw that by coming together we could offer more value to our clients and our people,” they said, pointing out the mutual benefits of their collaboration.
Bridgette highlights the alignment of values between DDB and Whare Creative, stressing the importance of offering an indigenous perspective on global issues. “This world view has resonated with many non-Māori clients and has widened our scope of mahi and impact. For us this next step makes perfect sense,” she explained, showcasing the expanded reach and impact of their work.
Priya Patel sheds light on the journey leading to Takitoru. The partnership was born from a deep connection and a shared vision, aiming to bring something entirely new to the table. “It has been a meeting of minds, hearts and wairua and we wanted to formalise our partnership.
“‘Takitoru’ is a Māori word (noun) which means a group of three; the three being created from the combination of Whare Creative and DDB Aotearoa, that when twisted together like two strands of flax fibre (muka), create a third, much stronger fibre.” – Rangi Ahipene
“This model sees us join together to create a third entity, which will give us and our clients unexpected opportunities,” she elaborated on the unique synergy between the two agencies.
Reflecting on a transformative visit to Bridgette’s marae, she added, “We had a wānanga about our joint intentions and aspirations for Aotearoa. We all left excited and determined to move forward together,” highlighting the deep, reflective groundwork for their future actions.
Rangi Ahipene adds depth to the Takitoru concept: “He explained that Takitoru is a Māori word (noun) which means a group of three; the three being created from the combination of Whare Creative and DDB Aotearoa, that when twisted together like two strands of flax fibre (muka), create a third, much stronger fibre.” This analogy not only highlights the strength of their union but also ties deeply into Māori cultural symbolism.
Priya also highlighted the practical side of the partnership, with DDB benefiting from Whare Creative’s cultural expertise. “The arrangement will also see DDB utilise Whare Creative’s cultural uplift services, where employees will have access to te reo Māori and tikanga courses, and cultural development related directly to the media industry,” she noted, pointing out the personal and professional growth opportunities for their team.
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