The threads that connect us. Every organisation has a story to tell.

There’s a kind of serendipity that only reveals itself when you pause long enough to take a look back. This is a story about that.

As part of our brand identity, we’ve been doing exactly that - revisiting our history to better understand who we are today, and who we want to be next. As New Zealand’s oldest advertising agency, our past isn’t something we can (or should) ignore. We still carry the name of our founder, Charles Haines, and with it a legacy that has shaped generations of work, people and partnerships. 

Much has changed since Haines first opened its doors. The world has shifted. Technology has transformed our industry. Expectations, channels and ways of working look very different now. But as we’ve revisited our story, some powerful constants have emerged - values that have stood the test of time and continue to guide us forward: connection, quality service, innovation, and the belief that the right people are what matter most. 

And then, at exactly the right moment, the past quite literally came knocking. 

A man by the name of Ross Clark reached out to us from Australia with a story to share. His father, George Clark, worked at Haines over 90 years ago - and Ross had uncovered a small treasure trove of Haines history. Carefully preserved artwork. Letters sent from the business to his father, including one personally signed by Charles Haines himself. 

It was a moment of unexpected alignment. Just as we were looking back to help shape our future, a tangible piece of that history found its way back to us. 

George Clark joined what was then Charles Haines Advertising in 1933, working as an artist using scraperboards. At the time, Haines had offices across Wellington, Auckland, Christchurch, Sydney and Melbourne. The world - and New Zealand - was emerging from the Great Depression. Government work-relief schemes were in place. Times were tough, and resilience was essential. 

The letters tell small but powerful stories. In 1934, George received a pay rise to five pounds ten shillings a week - a meaningful step forward in uncertain times. In 1936, he received a letter congratulating him on his marriage, accompanied by a small cheque to buy a “memento.” Thoughtful. Human. Personal. 

These moments unfolded against the backdrop of broader change - the election of the first Labour Government under Michael Joseph Savage, the upheaval of war, and eventually the cautious optimism of the post-war period. George completed his chapter at Haines in 1948, having worked through an era defined by challenge, progress and perseverance. 

These letters aren’t our story to tell - they’re George’s. But they offer something invaluable: perspective. 

They remind us that organisations are made up of people. That integrity matters. That empowering teams and treating people well isn’t a modern idea - it’s a timeless one. And that while the context may change, the principles that underpin good work endure. 

If you know us. You will know we believe every organisation has a story to tell. And that to know where you’re going, you must first know where you’ve been. Celebrating the past isn’t about living in it - it’s about understanding it, learning from it, and allowing it to inform how you adapt, innovate and evolve. 

Sometimes, you don’t realise which chapter you’re in until the page is closed. 

As we continue to write the next chapter of Haines, we do so with gratitude for the ones that came before… and with excitement for what’s ahead. We’re looking forward to sharing this renewed identity with the organisations we partner with, as we continue to support growth, ambition and progress across New Zealand. 

The threads of our past are still with us. They always will be. And they’re helping carry us forward.