Ethnic Marketing and Niche Media

Niche Media is a full service advertising agency, providing specialist ethnic communication services, helping clients to get their messages and marketing communications into the “hard to reach” Asian, Maori and Pacific audiences, ie, the Culturally and Linguistically Diverse Communities, (CALD).
Niche Media provides a wide range of services from Creative, to Production in all languages and also manages the “Bureau of Ethnic Communication” on behalf of the NZ Government.
The Bureau provides media strategy and booking services for the 80 ethnic media companies that it represents and guarantees clients industry best practice, based on independent research for all media bookings. These media include TV, radio, print, digital and social media options.

Niche Media also provides clients direct access to a network of Community Ambassadors to reinforce the clients messages and develop more effective up-take and “call to action” of the message. This provides Complete Ethnic Marketing Solutions.

Niche Media is a pioneer in the field of multicultural marketing and has been setting best practice in this industry for almost two decades. Niche Media was also instrumental in funding the first ever multicultural media survey in conjunction with the NZ Government and continues with on-going research.



Mission Statement

To develop the most effective, efficient, user-friendly and on line based systems for providing the best possible channels of communication for getting messages into and back from the ethnic communities, with respect and sensitivity for all cultures and niche audiences and with providing full resources to help clients achieve their communication goals.

The team comprises of:

Marty Pouwels - Niche Media Marty Pouwels
Marty Pouwels has a background sales, marketing and community relations, as the CEO and founder he formed Niche Media almost 2 decades ago to help Corporate and Government clients reach the Maori, Pacific and Asian communities and engage with them more effectively. Marty also chairs the NZ Association of Ethnic Communications Incorporated, the country’s ethnic media association comprising more than 80 media organisations serving the Asian, Maori and Pacific communities. Marty lectures on the subject of multicultural communications at various tertiary institutions throughout NZ.




Paul Doyle - Niche Media Paul Doyle
Paul Doyle originally from Scotland arrived in New Zealand in 2012, joining the company the following year. Paul spent the previous 23 years working in senior management and ownership capacities in the media industry, in both Hong Kong and Mainland China. Paul still retains business interests in China and is the current chair of our partner agency in Shanghai.





Melino Maka - Niche Media Melino Maka
Melino Maka grew up in Tonga and gained his experience of New Zealand through 43 years residence in Palmerston North and Auckland, in contracting to government agencies, and in the advocacy projects of the Tongan Advisory Council (TAC) which he chairs. He has spent many years managing employment projects to help reduce Pacific unemployment in New Zealand. His expertise in crossing cultures is much in demand. Recent roles have included in providing advice to the New Zealand Parliamentary inquiry into the bilateral Tongan relationship, as well as to other government agencies and NGOs in New Zealand and Tonga. Melino worked in Tonga for Palace Office and for two Prime Ministers from 2006-2011.



Lina Liu - Niche Media Lina Liu
Lina Liu joined Niche Media in Oct 2014, originally from China. She has a Bachelor of Science in Mathematics Teaching at Hebei Normal University, China and obtained her Bachelor of Communication (International Communication) at Unitec Institute of Technology, New Zealand. Lina also plays a community role and has volunteer experience at Avondale Community Action Center.






Malwika Shahji
Originally from India, Malwika is a former Sales and Customer Service
expert with 7 years of rich international (Indian) experience in three
different industries, Tourism, Aviation and Hospitality. She has a Bachelor of Travel Administration at Amity University India, a Post Graduate Certificate of Advertising Management & Public Relations at MICA  India and a post-graduate degree in Business, majoring in Marketing at Unitec Institute of Technology. Malwika also plays a community role and is volunteering at Auckland City District Police as an International Student Ambassador. Awarded for her role as an International Student Connector at Unitec Institute of Technology.






Zeprina Fale
Zeprina is an entrepreneur who is passionately involved in the Pacific community at all levels with grassroots engagement such as business, churches and community groups, which can be the most difficult to reach. Zeprina provides communications in the various Pacific languages and is acutely aware of the cultural and spiritual relevance this has to Pacific people. The prospect of providing the communities with information and opportunities, is having a major effect in helping these groups move forward and develop in a positive way.




Lily Sha
Originally from China and arrived in New Zealand in 2003. Lily has been working in the finance field for more than 30 years. Before settling in New Zealand Lily gained broad overseas working experience from Hong Kong, US and France. After immigrating, Lily joined local volunteer groups, such as the Citizen Advice Bureau and King’s College annual Art Show. Lily is also a committee member of Peony Club, a Chinese parenting group with the mission of building an open & inclusive Chinese community in mind, with the values of inspiring, respecting individuals and giving back to society.




Vanessa Seau
Vanessa is a passionate young Pacific Islander who moved to New Zealand from Hawaii at a young age, who has grown up into the Samoan community to become a youth leader and has connections in a lot of Pacific youth work. A very engaged young woman who understands the value of her culture, and encourages to strive greatness in the young futures of not only this country but also the Pacific as well. This opportunity has given Vanessa great strengths in speaking towards her Samoan heritage, to bring forth a brighter future and more understanding between not only the youth but the older and wiser generations

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