Founded in January 2012 by Eddy Royal & Jade Tang-Taylor, Curative is a creative agency committed to making the world a little bit better.
We use the tools of creativity, connection and collaboration to help change the narrative of complex social issues.
Changing the narrative includes shaping the way that issues are presented, helping people understand what it really means, and empowering people to take their own actions for change.
The long-term social impact that we’re striving for, is that our work contributes to bigger shifts in some of the most complex issues. By working together, we believe that we can collectively reduce harm and deprivation, and increase health, wellbeing and prosperity for everyone.
We are pioneers of big ideas, and love the challenge of finding unique and engaging ways to tell the stories of amazing changemakers. We know how to create brands that stand out, and how to get people behind a cause.
Our clients are changemakers who share our values, from local and central government, NGO’s, not-for-profits, philanthropists and businesses that care. We work with the challengers, the visionaries and the brave.
Meet the Crew
Curative has an awesome team of talented creative thinkers and doers.
Planner, Believer, Doer
Before Curative, Eddy worked for a number of large and small advertising agencies managing everything from sponsorship, events, websites and consumer promotions to producing radio & television ads and developing PR campaigns. She has experience across a broad range of categories including FMCG, travel, electronics, fashion, retail, media and of course, not-for-profit. With her broad range of experience, she’s learnt that a good idea has the power to change attitudes and behaviour, and loves the challenge of making ideas come to life to work in the real world.
Eddy believes that no matter what you’re doing, if you want to achieve great things:
- You should start with a well thought out plan
- You need to believe in your ideas
- And the only way to get things done, is to do it.
Instigator, Optimist, Doer
Before Curative Rachel worked at a mix of international advertising agencies and local independents. She has led teams on large corporate campaigns, through to smaller social campaigns, for sustainable initiatives. With experience across private and public sectors, including government, local government, not-for-profit, banking, insurance, FMCG, telco, and start-ups.
Rachel firmly believes that brave ideas have the power to solve problems and change behaviour and she is determined to use her “powers for good”:
- We can all be instigators of the change we want to see in the world
- If we remain optimistic we can find new, and better, ways of doing things
- Do what stretches you and makes you feel a little uncomfortable
Crafter, Visualiser, Doer.
Before Curative, Kaan was travelling the world, documenting his adventures through photography and short film. Throughout his travels he met a diverse range of people, each on their own journey. These people, and the places Kaan explored ignited his passion for storytelling, prompting him to use his experience in graphic design, photography and videography to do so. With his strong sense of adventure, Kaan strives to challenge himself, continuously learning new skills, and pushing creative boundaries to tell stories in new and thought provoking ways.
Kaan knows how powerful a well executed idea can be, and believes that, whatever you do:
- You need to craft everything with care
- If you visualise the impossible you will be impelled to do great things
- You should never be afraid to do things differently.
Before Curative, Meghan worked for several advertising agencies, designing for corporate organisations, not-for-profits, FMCG and brands both large and small. She also has experience being an arts writer for local and international websites, has organised exhibits and events and is an exhibiting Pop Surreal artist. Currently doing art direction, copywriting and design for Curative is an exciting integration of her diverse skills. She truly enjoys getting amongst every facet of the design process - from the formation of the base communication plan, to employing words to flesh out the main idea, down to the execution of the final design.
Meghan believes in the power of a great idea executed potently at every stage of its creation, so:
- Create incredible things that can
- Shape what is to come
- And do it for the love of it.
Seeker, Solver, Doer.
Jo's journey so far has been in the world of marketing strategy and insight. During her years in insights she has worked on qualitative research projects across a number of different industries from telecommunications and technology through to FMCG and not-for-profits. She is passionate about connecting people with brands and causes. Her curiosity is what drives her to explore what makes people tick and continue to find better, more creative ways to raise awareness, shift attitudes and ultimately change actions.
To bring this about, Jo believes that for each new day and project it's important to:
- Never cease to stay curious and seek real stories and new perspectives on the world
- Define and approach challenges from every angle to find the best way to solve them
- And the time is now, so whatever it is you've been thinking about it's time to do it
Reflector, Motivator, Doer
Before Curative, Anna was a devoted advocate for studies in the creative arts and industries, championing its value in society and inspiring others to get involved. She began her career as an artist herself and has further explored creative opportunities through photography, advertising and marketing. She has brought her passion for ideation and contemporary storytelling to all projects. Anna believes that if you’ve got an idea to share, or a message to communicate, it is best delivered through a concise and accessible story. And great stories have the power to shift perspectives.
To do our best work Anna believes that:
- All progress begins with honest reflection
- We must be motivated every day to make a positive impact
- And collaboration is everything, so let's do it together
Our wider crew
Most of our creative collaborators are available for freelance projects. If you’d like to be put in touch with any of these talented individuals please email firstname.lastname@example.org
Our Curative Heroes
To help provide valuable advice and guidance to keep Curative in check now and into the future, we've enlisted a few of our heroes to act as our Advisory Board.
Marisa co-founded Madison Recruitment in 1998, which then grew to become the largest, privately owned recruitment company in NZ. A publicly listed company acquired it in late 2013. The multi-million dollar acquisition deal set a precedent for the industry. She now sits on Boards in the following roles: Chair of Professionelle Foundation (a Charitable Trust set up to support professional women through their career pipeline), Chair of D’Arcy Polychrome (a biotech start up venture), NZ Work Research Institute Advisory Board (AUT) and Learning Chair for Entrepreneurs Organisation - Auckland (part of a global invitation-only membership organisation of entrepreneurs).
Marisa is also a member of ArcAngels (an Angel investment group), NZ Asian Leaders, Global Women, and Institute of Directors and is an investor in a number of start-ups. She is also a mentor for First Foundation (supporting disadvantaged scholars through tertiary education).
Marisa is the oldest child of Chinese immigrants who built successful restaurant businesses and a portfolio of property investments. She believes she was attracted to business and entrepreneurship by observing her parents’ commercial acumen and work ethic.
Marisa describes herself as a serial entrepreneur, investor, director and speaker. Marisa is married, with a daughter and a dog.
James is the founder of Auckland innovation consultancy Previously Unavailable.
The first company of its kind in New Zealand, Previously Unavailable works with many of the country’s leading corporate, public and start-up organisations, helping them more successfully navigate the future through the creation of new products, businesses and brands.
James started Previously Unavailable in 2014 after a career in advertising. In 2013 he was named the world’s #1 advertising strategist, renowned globally for his successes with highly innovative and effective communications campaigns. His 2011 book ‘The Case for Creativity’ demonstrated the link between marketing creativity and commercial success and was described by The Coca Cola Company as ‘beautiful words of wisdom’.
James is a trustee of the New Zealand Breast Cancer Foundation, a mentor of The Icehouse’s Lightning Lab startup accelerator programme and hosts Seafarer’s ‘Conversations at Sea’ series of live interview events with innovative New Zealanders.
James lives in Sandringham with his wife Annabel and their own two innovations – 4 year-old Harper and 7 year-old Tripp.
Louise’s leadership experience has spanned all sectors having held senior leadership and governance roles within Government, the private sector, philanthropy and the NGO sector. She has been an advisor to the Prime Minister, co-director of a company, led a government office, has aided the set-up of social innovation labs both for the Government and for Foundation North’s Centre for Social Impact.
Her passion is to build conscious leadership and relationships robust enough to enable radical innovation for an emergent approach to personal, social and environmental change. She believes deep connection to our own, others and the wisdom around us in all of life, enables greater possibility for growth and transformation at all levels. Louise runs leadership and social change programmes including being programme director for Leadership New Zealand.
She now runs her own company, Unity House and is co-director of Spirited Leadership, as part of these she has her own individual and group coaching and development practice bringing together many years of practice in meditation, mindfulness, consciousness levels, yoga, qi gong, transpersonal psychology and shadow work and how these inform and work with excellence at work. She has post-graduate university qualifications in environmental management, public policy and Jungian and transpersonal psychology and is a certified coach.