Anthem
1. Business / Trading Name: Anthem (legal name: Anthem Group Limited) – an integrated communications and marketing agency branded as “Anthem”.
2. Company Number: 4740279
3. NZBN (New Zealand Business Number): 9429034863848.
4. Entity Type: NZ Limited Company (Ltd).
5. Business Classification: M696280 Public relations counselling service
(integrated communications, marketing and public affairs services). (Anthem offers public relations, corporate communications, marketing, media relations, stakeholder engagement, investor relations, and government relations services.)
6. Industry Category: Professional services – Public Relations, Communications & Marketing. (Anthem is one of Aotearoa’s leading independent communications consultancies, operating across corporate communications, marketing, and public affairs.)
7. Year Founded: 2014
8. Addresses:
• Principal Place of Business: Level 5, 1 Albert Street, Auckland CBD 1010, NZ (primary office for Anthem’s operations).
• Postal Address: PO Box 91807, Victoria Street West, Auckland 1142, NZ.
9. Website URL: www.anthem.co.nz.
10. LinkedIn URL: linkedin.com/company/anthem-new-zealand/ (Anthem’s official LinkedIn page).
11. Company Hub NZ URL: https://www.companyhub.nz/companyDetails.cfm?nzbn=9429030005655 – CompanyHub listing for Anthem Group Limited (NZBN 9429034863848 , Co. #4740279).
12. NZ Companies Office URL: https://app.companiesoffice.govt.nz/companies/app/ui/pages/companies/4740279 – Official Companies Office register
13. Social Media URLs:
• Facebook: facebook.com/anthemnewzealand (Anthem’s Facebook page).
• Twitter (X): twitter.com/anthemnz (Anthem’s Twitter account, branded as @anthemnz).
• Instagram: instagram.com/anthem_nz (Anthem’s Instagram profile).
(LinkedIn provided above; no official Twitter updates post-2023 rebranding to X.)
14. Ultimate Holding Company: No
15. Key Shareholders:
0.10% - Jane Anne SWEENEY
59.90% - Jane Anne SWEENEY, Mark Castillo SWEENEY, Murray WEATHERSTON
0.10% Carolyn KERR
39.90% - Simon Peter KERR, 947424 - G C TRUSTEE SERVICES LIMITED, Carolyn Ainsley KERR
16. Leadership: Jane Sweeney (Co-Founder & Executive Chair) – veteran PR professional who co-founded Anthem in 2014 ; Carolyn Kerr (Co-Founder & Chief Executive Officer) – co-founder in 2014, now CEO leading the agency. Both Sweeney and Kerr have led Anthem since inception and executed a planned leadership succession in 2020.. Anthem’s wider leadership team includes Johnny Shaw (General Manager), Sarah Geel (Head of Integrated Communications), and Jay Louisson (Executive Director) among others.
17. Staff: Approximately 40–50 staff in total. Anthem has around 20+ permanent team members and a flexible “agile workforce” of similar size, totaling ~40–50 professionals as of the early 2020s. The team comprises senior consultants across communications disciplines, including former journalists, government relations specialists, and industry experts. Anthem prides itself on convening the “A-team” of sector experts for each project. Notable advisors include Sir Bob Harvey (Strategic Advisor, former Waitakere City Mayor) who provides high-level counsel on public affairs.
18. Staff with Previous Government Roles: Anthem’s team features several members with government or political backgrounds:
• Sir Bob Harvey – Strategic Advisor at Anthem; served six terms as Mayor of Waitakere City (local government) and held national roles (e.g. former Labour Party President, NZ Film Commission chair). Brings extensive public sector and political experience.
• Jane Sweeney – Executive Chair; former New Zealand Trade Commissioner (government diplomatic/commercial post) in Paris for NZ Trade & Enterprise. Also served as a communications advisor in government earlier in her career (described as having “serious clout” in NZ public relations).
• Jay Louisson – Executive Director; held senior communications roles in the NZ government sector (including as Communications & Marketing Manager for NZ Trade & Enterprise in New York). Experienced in public affairs and has advised government-related bodies in sectors like tertiary education and economic development.
• (Additional: Jo Wills – Government Relations Strategist affiliated with Anthem, has extensive experience advising on public policy; etc. These roles illustrate Anthem’s “revolving door” connections between government and industry.)
19. Past Employees:
• Calum Lewis – Senior Account Manager; formerly a Parliamentary Select Committee Advisor and Policy/Comms Advisor in government (including roles at the NZ Parliament and Inland Revenue).
20. Clients / Members: Anthem’s client roster spans major corporates, public entities and nonprofits. Publicly named clients include Auckland Airport, Contact Energy, Cure Kids (charity), Fronde, and Fullers360 (transport). Anthem has a “diverse range of clients” across sectors such as infrastructure, energy, healthcare, finance, technology, government agencies and more. Recent notable clients/projects include the New Zealand Aged Care Association, for which Anthem ran a national advocacy campaign, and ANZ Bank NZ, for whom Anthem’s team delivered award-winning communications (“Watch Women Win” campaign). (Due to industry norms, not all clients are disclosed publicly, but Anthem has confirmed work for leading companies and organizations in various industries.)
21. Industries/Sectors Represented: Anthem works across a broad spectrum of industries in New Zealand, including: Agriculture, Consumer Goods, Education, Energy & Utilities, Financial Services, Food & FMCG, Healthcare, Infrastructure & Construction, Legal Services, Non-Profit/NGO, Property & Real Estate, Public Sector/Government, Retail, Sports, Technology, Transport & Logistics, and Travel & Tourism. This wide sector expertise is reflected in Anthem’s practice groups and case studies, from infrastructure projects and airports to tech startups and charities.
22. Publicly Disclosed Engagements: Anthem has openly showcased some of its advocacy and communications campaigns that interface with public policy:
• “The Domino Effect” – Aged Care Campaign (2023): Developed for the NZ Aged Care Association to highlight the crisis in aged care ahead of the 2023 general election. The hard-hitting campaign (falling domino beds metaphor) successfully drove policy action – achieving pay parity for aged-care nurses and securing funding commitments in the new government’s coalition agreement. Anthem publicized this campaign after winning a PR award for its impact.
• “Fair Enough?” Research Series (2022–ongoing): Anthem launched a research initiative with polling firm Talbot Mills examining public perceptions of fairness on issues like housing, skills shortages, and transport policy. For example, one report debated restricting car use in Auckland’s CBD and its reputational impact. This series reflects Anthem’s thought leadership in policy discourse (done in partnership with an influential political polling company).
• Climate Governance Workshops (2023–2024): As the Official Communications Partner of Chapter Zero NZ (climate governance initiative), Anthem (with Jane Sweeney as facilitator) has led director-level workshops on climate crisis preparedness. These events – including a March 2024 IoD session “Climate Crisis – is your board prepared?” – are collaborative engagements to influence how boards respond to climate-related policy and risk.
• Other Engagements: Anthem frequently contributes to Parliamentary consultations and select committee submissions on behalf of clients (as part of its government relations service). For instance, Anthem’s team assists clients in preparing oral and written submissions to ensure their positions are heard in policy debates. Specific client representations are typically confidential, but media investigations have shown Anthem’s peers lobbying ministers on gambling, pharmaceuticals, etc., indicating the kind of behind-the-scenes engagements Anthem likely undertakes in sectors like infrastructure, transport and healthcare. (Anthem’s involvement in any such lobbying has occasionally surfaced via OIA requests or industry awards, as with the examples above.)
23. Affiliations: Anthem is connected with several industry and advocacy groups:
• PRINZ (Public Relations Institute of New Zealand): Anthem is a member of PRINZ and listed in its PR Agency Directory. Co-founder Carolyn Kerr has served on PRINZ committees, and the firm adheres to PRINZ’s Code of Ethics, signaling its professional standards.
• Chapter Zero NZ (Climate Governance Initiative): Anthem is the “Official Communications Partner” of Chapter Zero New Zealand, an initiative under the Institute of Directors focused on climate change action at board level. Through this affiliation, Anthem co-hosts events and provides communications expertise to promote climate accountability in corporate governance.
• Talbot Mills & Other Partners: Anthem collaborates with research firm Talbot Mills for its Fair Enough? public opinion studies. It also partners with creative agencies (e.g. Chemistry) on integrated campaigns. These partnerships extend Anthem’s capabilities in data-driven advocacy and creative execution.
• Professional Networks: The firm’s principals are well-networked: Jane Sweeney is a Member of the Institute of Directors (MInstD) and was once NZ Trade Commissioner (giving her ties in government trade networks). Sir Bob Harvey’s involvement links Anthem to political, arts, and civic networks. Anthem’s staff links to alumni from government, media, and corporate sectors create informal affiliations that it leverages in lobbying efforts.
24. Sponsorships / Collaborations: Anthem engages in sponsorships and collaborative initiatives aligned with its business and advocacy goals:
• Climate Governance Events: Anthem effectively sponsors Chapter Zero NZ’s outreach by providing communications support and event facilitation (in-kind sponsorship). For example, the firm co-organized and hosted the March 2024 climate crisis workshop for directors in Christchurch, providing its expertise at no cost to attendees.
• Industry Awards & Conferences: Anthem is an active participant in industry events – it has been a finalist and winner in PR awards (e.g. SABRE Awards APAC 2024, PR Week Global Awards) and often collaborates with awards organizers by sharing case studies. While not confirmed as financial sponsors, Anthem’s executives frequently speak at or MC industry conferences (PRINZ events, Marketing Summit, etc.), contributing thought leadership.
• Collaboration with Agencies: Anthem has teamed up with other agencies on client work – e.g., partnering with Chemistry (creative agency) to produce the Aged Care “Domino Effect” campaign. It also maintains a network of independent consultants (“Anthem’s agile workforce”) who collaborate on projects as needed.
• (No public record of Anthem sponsoring political parties or similar; collaborations are focused on professional and advocacy domains.)
25. Events (Organised by Anthem): Anthem regularly hosts and facilitates events aimed at influencing public discourse and providing value to clients/stakeholders:
• “Communicating for Climate” Webinar (Sep 2023): Hosted by Anthem’s Jane Sweeney in partnership with Chapter Zero NZ, offering practical guidance to company directors on climate communication and reporting. This webinar was part of Anthem’s role in shaping the climate change conversation at governance levels.
• Boardroom Climate Crisis Workshop (Mar 2024): An invite-only seminar titled “Climate Crisis – is your board prepared?” co-hosted with the Institute of Directors and Chapter Zero, led by Jane Sweeney in Christchurch. The event educated board members on crisis communications and was explicitly in partnership with Anthem as a key organiser.
• Anthem Networking & Insights Events: Anthem Life (the agency’s blog/updates) often references gatherings such as industry roundtables, stakeholder networking sessions, and client workshops that Anthem convenes. For instance, Anthem has held media training events and stakeholder engagement planning workshops as part of its service offerings. These events, while client-focused, also serve to indirectly influence public narratives by equipping organizations with Anthem’s communication strategies.
• Thought Leadership Launches: The firm occasionally launches reports or initiatives (e.g., the Fair Enough? research series was accompanied by media briefings/releases to spark public discussion on policy fairness).
(Anthem also celebrates milestones publicly – e.g. a 2024 event marking its 10th anniversary in business – but these are more internal. Its externally-facing events revolve around communication strategy and policy issues.)
26. Political Donations: None disclosed in public registers under “Anthem”. There is no evidence that Anthem Limited or its principals have made any official donations to political parties in NZ (as per Electoral Commission records up to 2023). The company operates as a consultancy and does not appear in published party donation returns. However, David Henderson (Anthem’s original owner) has a history of political contributions – notably funding a 2007 Christchurch local election campaign for a mayoral candidate’s son. These were personal contributions rather than on behalf of Anthem. Sir Bob Harvey, while politically connected, has not been reported to donate via Anthem. Overall, Anthem’s influence is exerted through lobbying and campaigns, not direct political donations. (If any donations were made, they may fall below disclosure thresholds or be made privately by individuals outside the company’s identity.)
27. Controversies:
• Conflict of Interest Questions: Having former government staff on Anthem’s payroll (and even a current government-appointed trade envoy, in Jane Sweeney’s case historically) could raise conflict concerns if they leverage insider relationships for clients. This “revolving door” is legal in NZ (no required cooling-off period), but can attract criticism. For example, RNZ noted NZ’s weak controls allow ex-ministers and advisors to move straight into lobbying. Anthem’s hiring of ex-public servants (like an IRD advisor, a parliamentary aide, etc.) falls into this pattern, though no specific breach is alleged – it’s an ethical gray area common to the industry.
(Overall, Anthem’s public reputation has been relatively clean in terms of client-related scandals.)
28. Other Information of Note:
• Independence: Anthem is a fully independent NZ-owned agency, not part of a global PR conglomerate. It emphasizes convening bespoke teams per client (“the A team every time”) and remains founder-led. This independence is a selling point, but as noted, the backing capital came via private investors (Henderson) rather than a multinational holding company.
• Awards & Recognition: Anthem has received industry accolades. It was named ESG Consultancy of the Year 2023 in one awards program (reflecting its strength in environmental, social, governance communications). It earned a Highly Commended at the 2024 PR Week Global Awards for the NZ Aged Care campaign, and was a double finalist in the 2024 SABRE Awards (Asia-Pacific). These honors position Anthem as an influential agency not just in NZ but internationally for certain campaigns.
• Notable Personnel: Anthem’s Strategic Advisor Sir Bob Harvey is a prominent figure (knighted for services to local government), lending gravitas and connections especially within Labour Party circles. Additionally, Jane Sweeney’s profile (she was once dubbed “the doyenne of the small cadre of PR women with serious clout” by the NZ Listener) highlights the personal influence its leaders carry.
• Client Impact on Policy: Anthem’s work has demonstrably impacted policy outcomes (e.g. aged care funding), showcasing how PR campaigns double as lobbying. The firm often operates at the intersection of media strategy and government relations, which has become a hallmark of modern lobbying in NZ – leveraging public sentiment to drive political action. This integrated approach has distinguished Anthem’s influence efforts from more traditional back-room lobbying.
• Transparency Initiatives: In response to increasing scrutiny of lobbying, Anthem’s leaders have at times advocated for higher industry standards. (For instance, Carolyn Kerr in interviews has stressed building “trust” and aligning campaigns with genuine purpose.) However, like peers, Anthem does not publicly list all clients or engagements, and would be affected by any future lobbying disclosure regime.
• Financial Footprint: As a private company, Anthem’s financials are not public, but industry estimates suggest annual revenues in the multi-millions (given staff size and client list). It has secured some government project contracts indirectly (via clients). Notably, by helping clients win public-private partnership deals and funding for infrastructure, Anthem influences the flow of public money in sectors it works in. This behind-the-scenes financial impact underscores the agency’s role in major economic initiatives.
Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz