NĀU I WHATU TE KAKAHU, HE TĀNIKO TĀKU.
YOU WOVE THE BODY OF THE CLOAK, I ADDED THE TĀNIKO.
This whakatauki, or proverb, emphasises the responsibility of parents for their children. We like to interpret it as stressing the complementary importance of individuals who lay the groundwork, and support from those who add the finishing touches.
This whakatauki frames how we do business at Tāniko Collective. You’ve established a business and laid the important foundations. It’s our job to build a strategy, tell your story and produce work that highlights your strengths. We utilise your budget to reinforce a sustainable vision for your brand.
We are here to guide, inform, and execute all of your marketing needs to build a sustainable future for your business.
We work alongside health providers, government agencies, and community organisations to design campaigns that don’t just inform…they resonate, shift behaviour, and strengthen relationships with whānau and communities.
Our work blends:
Kaupapa Māori frameworks
Strategic marketing and communications
Storytelling and creative production
Evaluation and impact measurement
This integrated approach allows us to move seamlessly from insight to concept, and from concept to real-world change.
OUR APPROACH
Our approach to campaign design and storytelling is influenced by kaupapa Māori research and frameworks which emphasises viewing impact through multiple lenses.
At Tāniko Collective, this means we design campaigns that consider:
Whakapapa – Context and connection
Understanding the people, history, and lived realities behind the issue.
Mātauranga – Knowledge and insight
Combining research, lived experience, and community voices to shape messaging.
Tikanga – Cultural integrity
Ensuring campaigns are safe, respectful, and aligned with community values.
Whanaungatanga – Relationships and trust
Working alongside partners, not just for them.
Auahatanga – Creativity and expression
Using powerful storytelling, design, and media to bring messages to life.
Oranga – Outcomes and wellbeing
Measuring impact in ways that reflect real change for people and communities.
This way of working ensures our campaigns are not only seen and heard, they are felt and remembered.