An accomplished brand strategist with a flair for identifying the dynamics and key drivers of any given market, combining consumer and creative insight with strong business analysis skills.
With experience spanning full market research provision through to agency brand planning and management consultancy, Tania specialises in making the complex simple.
Highly skilled in marketing strategy, brand architecture, brand positioning, creative brand communications, market analysis and research consultancy. Professional wordsmith and award-winning writer.
Extensive industry experience ranging from FMCG through to full service brands with particular interest in tourism, sustainability and mutually beneficial brand collaborations.
Strategic Brand Planning
Market review and competitive analysis
Marketing communication strategy
Media/channel environment planning and measurement
Qualitative focus groups and in-depth interviewing
Business to business research
Comprehensive secondary research
Experienced and successful writer for Awards entries such as Marketing, NZDM, EFFIEs etc.
Skilled content and brief writer
I'm best known for...
Having a 'Big Brain' - my agency caricature is a big brain in a glass jar! Often referred to as 'having a grown up in the room'.
Freelance Brand Strategist and Writer / July 2015 to present / Various Leading New Zealand Agencies
Successful new business pitch for Villa Maria, working with James Mok CEO who commented 'special shout out to Tania Stevenson for coming in and developing a great strategic base that guided all the work'
BCITO - 2020 Tertiary Teaching Award Entry
The Tertiary Teaching Awards are usually reserved for academia; this year the BCITO wanted to nominate a trade apprentice entry. I interviewed Vince and Victoria Troake, many of their staff and industry leaders to produce the 6000 word entry and accompanying video. Key contact Daniel Jone (Senior Marketing Advisor - Industry)commented:
Many thanks for helping us navigate through and writing the nomination copy, both Greg (Group Manager Education & Stakeholder Engagement) and the Troake’s are very complimentary of the way it reads.
Top level account planning and strategic workshopping over a range of existing clients
Successful pitch for Powershop
The Hyde Group
Complete repositioning of Smiths City brand
Top level comms strategy for a range of clients including Spark, Qantas and AMI
Multiple Award entries - Marketing and EFFIEs
Most recent for Farmers Moisture Mist taking out a Nexus Bronze - Customer & Market Insight.
Head of Planning / Contract / July 2011 to June 2015 / Sugar & Partners
Head of Planning in an on-going contractual role over a 4 year period during which time the agency won pitches for: Daikin, World Vision, Red Seal, Flip (this involved creating the brand from the get-go from its identity to full comms), MAS, TAB and South Australian Tourism.
Senior Account Planner / Head of Planning / September 1999 to May 2009 / Colenso BBDO & .99
Rose from Senior Planner to Head of Planning during which time Colenso BBDO was named Agency of the Decade. Worked on the strategy for a wide variety of iconic brand campaigns including MARS (Whiskas, Snickers, Dolmio and Masterfoods), Tip Top (Trumpet, Fruju), SCA (Treasures) and Goodman Fielders (Vogels and Nature's Fresh).
Helped establish and grow agency .99 during its early years with particular success with Farmers and Jennian Homes.
Industries I know well
FMCG, food and drink
Consumer Durables, whiteware, air conditioning
Mediums I know well
Honours & awards
Grand Effie/Best in Show – Farmers (Red Dot Sale)
Farmers Retail Gold EFFIE
Honda Insight Silver EFFIE
NZI Insurance Silver EFFIE
Sky City Poker Silver EFFIE
Sky City Corporate Reputation Silver EFFIE
Treasures Ultra Silver EFFIE
Vogels Silver EFFIE
Whiskas Bronze EFFIE
BNZ Smart Money Launch Bronze EFFIE
Treasures Giggles Bronze EFFIE
Many other Award entries I penned, but was not directly responsible for the strategy, including Wasp Wipeout for Fairfax (Gold 2016) and a whole raft of winning EFFIE entries for Special in 2017.
Massey University, Palmerston North, NZ - 1985-1988
Bachelor of Business Studies, Marketing and German with First Class Honours
Massey Scholar (top 5% of all degrees)
University Grants Committee Scholar
Albert Ludwig University of Freiberg, Germany 1988-1989
DAAD (German Academic Exchange Service) Scholarship language and culture course
IPA Society Committee Member, London, UK 1996-1997
AUT Leadership Action Learning Course 2010