Creative agency veteran James McMullan has launched a new independent agency, Cantina Creative and Digital, in Auckland, positioning the business around integrated creative, digital and media thinking.
McMullan brings more than 18 years of agency experience to the new venture, having held roles across FCB New Zealand, Colenso BBDO and senior agency positions in the UK and Australia.
Cantina has launched as a full-service agency spanning creative strategy, brand, production, digital build, media planning and campaign delivery, with McMullan positioning its independent structure as a way to give clients more direct access to senior talent and faster decision-making.
“I’ve spent nearly two decades in large integrated agencies, and I’ve seen firsthand what works best for clients,” McMullan said.
“It’s when creative, digital tactics and innovative media thinking actually talk to each other. When they don’t, when they’re operating separately, the client and the work suffers.”
McMullan said the agency was designed to help clients navigate increasingly complex technology and media environments without losing sight of creative effectiveness.
“What we offer is help making sense of tech and media without losing sight of good, impactful creative that captures people,” he said.
“Cantina exists to put that integrated thinking first. Senior people, direct access, fast decisions, and the ability to move quickly when tech or the market shifts.”
The agency is operating from Auckland with a lean model, with clients working directly with the people responsible for solving their business and marketing challenges.
McMullan’s previous work includes campaigns for Green Cross Health, Air New Zealand, Mercury Energy, Foodstuffs, Amnesty International and the Electoral Commission, with his work receiving recognition at Cannes Lions.
“We’ve proven this approach works at scale,” McMullan said. “Cantina is built on that experience. Senior thinking, integrated strategy, and the speed and support clients need.”
