Undertow Media Welcomes Third Māori & Pasifika Scholarship Recipient

Established via AUT, the scholarship enables Māori and Pasifika communications students to dip their toes into the real world of PR during their final year of studies.

Joining the agency for 2024, Agnes is the third recipient of the scholarship which covers tuition fees for her third year at AUT as well as a paid internship at Undertow Media’s Grey Lynn studio.

New Zealand-born Samoan, Agnes says the opportunity to work in meaningful campaigns at Undertow Media is empowering. “Being first-generation Kiwi/Samoan, I have a different perspective on how life in Aotearoa looks compared to second or third generation New Zealanders.

“My mother moved without knowing English or the culture, so I’ve taught her things while she teaches me. Giving back is really important to me and I’m looking forward to working with the team of strong women at Undertow who are just as eager to see change.”

Embedded in Undertow's brand definition is ‘an implicit influence leaving a particular impression that isn’t obvious on the surface’, with the company creating currents of positive change for clients such as Persolkelly working for the Census 2023 to Giltrap Group to Countdown Woolworths.

Its work with Persolkelly and Dave Letele was named a finalist in the diversity, equity and inclusion category at the recent Communications Council Pressie Awards.

Agnes says inclusion is key for Pacific Islanders in particular.

“We’re not well represented in communications yet because it doesn’t fit traditional generational expectations. But really, we’re incredibly well suited to PR. We’re confident, great speakers and natural-born storytellers.

“It’s in us. Call it PI PR.”

Undertow’s managing director Greer Bland says offering the scholarship is a small but impactful way to encourage more diverse representation in the industry.

“In 2020 we decided that PR in New Zealand was long overdue for a realistic discussion on inclusion and representation – and we did something about it.

“It’s important we reflect the real world with our work, especially in the consumer brand-building space. Māori and Pasifika cultures bring so much substance to Aotearoa, and varied perspectives and lived experiences applied to our comms campaigns are vital to genuine engagement.”

Producing campaigns that resonate honestly with audiences across the board is at the core of what Undertow Media offers to its varied client mix, and the team is eager to keep developing to lead the next frontier of comms.

“We’re so thrilled to have the brilliant Agnes join our squad and we look forward to teaching each other a thing or two,” says Greer.