ABOUT NICHE MEDIA
Specialist audiences deserve specialist thinking.
For three decades, Niche Media has pioneered multicultural marketing in New Zealand, helping organisations understand, reach and engage diverse communities with greater relevance, confidence and cultural awareness.
Niche Media has developed specialist communication networks and practical ways for corporate and government organisations to connect with Māori, Pacific, Asian and other culturally diverse communities.
WHAT WE DO
The audience comes first.
Reaching a specialist audience is not simply a matter of translating a mainstream campaign or adding a cultural image at the end. Good communication begins with understanding who the audience is, the context around them, and the channels and relationships that matter.
Niche Media is a full-service specialist advertising and communications agency working across Māori, Pacific, Asian and culturally and linguistically diverse audiences. Our capability spans strategy, research, media planning and buying, multilingual creative and production, translation and interpreting, PR, sponsorship opportunities, consultation and Direct Community Engagement.
HOW WE THINK
Insight before assumption.
Our approach is built around three simple ideas.
01
Understand
Start with the audience: demographic context, culture, language, community and the purpose of the communication.
02
Plan
Choose messaging, timing, media and engagement routes because they fit the audience — not because they are familiar.
03
Connect
Use specialist channels and community knowledge to help communication feel relevant rather than simply translated.
FOUNDER
Martin “Marty” Pouwels
Founder & CEO, Niche Media · Chair, Pouwels Charitable Foundation
Marty has spent the last 30 years developing communication networks into New Zealand's Māori, Pacific, Asian and culturally diverse communities, helping corporate and government organisations engage these audiences more effectively.
As Chair of the Pouwels Charitable Foundation, he is also closely involved in the community-purpose structure that sits behind Niche Media.
He has also lectured on multicultural communications at universities, tertiary institutions and industry associations throughout New Zealand.
COMMUNITY PURPOSE
Owned by the communities. Built to benefit the communities.
Niche Media Ltd is owned by the CALD communities and governed by the Pouwels Charitable Foundation and its Board of Trustees, also drawn from the communities it serves.
All profits from Niche Media and the BECNZ media booking hub go toward providing benefits to those communities, administered through the Charitable Foundation.
The Foundation is also developing the AUT Pouwels Foundation Scholarship for Māori, Pacific and Asian candidates seeking careers in media and communications. The programme is still being established and is planned to launch once three founding sponsors are secured.
CONNECTED EXPERTISE
Strategy, media and campaign evidence — connected.
Niche Media brings strategy, research and community engagement together. Since 2014, Niche Media has designed, built and managed the Bureau of Ethnic Communication (BECNZ), providing a single point of contact across CALD media platforms and access to strong specialist media rates. Niche Media Campaigns provides a library of Direct Community Engagement campaign examples and video evidence.
START A CONVERSATION
Who are you trying to reach?
Tell us about the audience, campaign or communication challenge. We can help you work out where to start.