Strategicly Consulting

• Legal Name: Strategicly Consulting Limited (formerly Campbell Squared Communications Limited)

• Company Number: 3021604

• NZBN (NZ Business Number): 9429031465359

• Entity Type: New Zealand Limited Company

• Date of Incorporation: 21 July 2010

• Status: Registered (active)

• Constitution Filed: Yes

• Business Classification: M696245 – Management consultancy service

• Industry Category: Strategic communications, public relations, and management consulting (professional services)

• Year Founded: 2010 (in operation for ~15 years as of 2025)

• Registered Office Address: c/o KPMG, 247 Cameron Road, Tauranga 3110, New Zealand (used as registered & service address since Mar 2020)

• Physical Office Address: Level 2, 14 Hamilton Street, Tauranga 3110, New Zealand (current consulting office)

• Former Addresses: 13 McLean Street, Tauranga 3110 (registered office 2010–2020); First Floor, 26–28 Wharf Street, Tauranga (previous business address).

• Website: sc.co.nz (current, Strategicly Consulting) – formerly campbellsquared.com (Campbell Squared era).

• LinkedIn: Company page available (active on LinkedIn for updates/careers).

• Other Social Media: YouTube channel (for thought leadership and training content); historic Instagram presence (@campbellsquaredcomms) listing Tauranga office location.

• NZ Companies Office Entry: (See NZ Companies Office website, company ID 3021604 for official filings).

• CompanyHub NZ Profile: (See CompanyHub.nz – Strategicly Consulting Limited, NZBN 9429031465359).

• Ultimate Holding Company: None (independently owned, no parent entity).

• Shareholding Structure: Privately held. The majority (99%) of shares are owned jointly by Pingao Trustee 311 Limited (a trustee company) and Scott Campbell, with the remaining 1% held by Scott Campbell directly. (Until 2020, Angela Campbell was also a shareholder and director, before transferring her stake and stepping away from governance.)

Leadership & Staff

Scott Campbell – Founder and Managing Director. Scott leads Strategicly Consulting and is the public face of the firm. He is a seasoned communications strategist with a background in journalism: Campbell was a member of Parliament’s press gallery prior to founding the company in 2010. This experience in political reporting, along with his iwi affiliations (Te Arawa, Ngāi Te Rangi, Ngāti Pūkenga), has given him deep networks in both government and Māori communities. Under his leadership, the firm has advised Cabinet ministers, government agencies, iwi leaders, and CEOs on high-stakes issues. Campbell is known for a calm, solutions-focused approach and is often invited as a media commentator on current affairs (regularly appearing on RNZ, The Hui, and Newshub Nation). In 2024, reflecting his standing in the business community, he was appointed to the Port of Tauranga’s Board as part of the Institute of Directors “Future Directors” programme. He also serves on charitable trusts (e.g. Sustainable Coastlines, Graeme Dingle Foundation BOP) which speaks to his community engagement.

Angela Campbell – Co-founder and former Director. Angela co-led Campbell Squared Communications from its inception until 2020, when she stepped down from the board. As co-director, she helped shape the firm’s early growth and client base. Angela’s contributions were publicly recognized when Campbell Squared won back-to-back PRINZ consultancy awards; she and Scott jointly accepted industry honors in 2017–2018. Following her departure from day-to-day operations, her ownership stake was restructured via a trustee entity (Pingao Trustee 311 Ltd), ensuring the Campbell family’s continued interest in the business. Angela’s background is in public relations and stakeholder engagement, and she remains a respected figure in New Zealand’s PR community.

Current Team: Today, Strategicly Consulting operates as a boutique firm with a tight-knit team of consultants and specialists. Key staff include Ashleigh Mansell, who serves as an Executive Business Partner overseeing client relations and operations. The firm also employs domain-specific experts such as a software developer (e.g. Stuart Farquhar) and a financial analyst (Teresa Johnson) to support its consulting projects and proprietary digital tools. Dayarnn Nowell handles administrative coordination for the office. Notably, many team members have experience in government or media roles. For example, Scott Campbell’s own prior work in political journalism gives the firm insight into government processes, and other consultants have worked with public-sector clients on secondment (including regional emergency communications roles). The company emphasizes that its people “have worked at the highest level of government and corporate sectors” – an assertion underscored by staff backgrounds like former journalists (e.g. Rebecca Savory, ex-NZ Herald reporter turned consultant) and ex-government communications advisors. This blend of public sector, media, and private-sector experience within the team enhances the firm’s ability to navigate complex political and stakeholder environments.

Alumni and Influence: At its peak in the late 2010s, Campbell Squared had a staff of around 16, and several alumni have moved on to influential roles. The 2018 team included practitioners such as Jessica Cushing, Kerri Jones, Corrie Taylor, Libby Dodds, and others who contributed to award-winning campaigns. Some of these consultants have since taken senior communications roles elsewhere in industry or government, extending the firm’s network of influence. For instance, Kerri Jones remained with Campbell Squared/Strategicly as a Senior Consultant and was recognized as a finalist in the 2021 PRINZ awards for her work. The firm’s positive culture and professional development are reflected in reviews and staff tenure (Campbell Squared was twice honored as NZ’s top large PR consultancy, suggesting strong team performance). Strategicly’s leaner current structure indicates a focus on high-level advisory services with Scott Campbell at the core, supported by multifunctional staff who often wear “many hats” (strategic advisor, project manager, media trainer) as needed. The leadership maintains close relationships with former team members and leverages a wider alumni network of communications professionals across New Zealand’s public and private sectors.

Clients & Advocacy Work

Sector Coverage: Strategicly Consulting represents a broad spectrum of clients across the public, private, and not-for-profit sectors. It has advised government agencies, iwi (Māori tribal authorities), and corporates on strategy, reputation management, and risk communication. In practice, the firm’s engagements range from local government projects and healthcare communications to corporate public relations and indigenous community initiatives. Geographically, while based in Tauranga, the firm serves clients nationwide and occasionally offshore – by 2018 it was working with clients “across New Zealand and internationally”. Key industries represented include public sector (central and local government departments), healthcare, infrastructure, education, environmental resource management, and broadcasting/telecommunications. The company’s emphasis on understanding stakeholder perceptions and community engagement means it is often called upon for projects involving significant public interface or social impact.

Notable Engagements: Campbell Squared/Strategicly has been involved in several high-profile advocacy and communications campaigns:

• Iwi & Treaty Settlement Communications: One signature project was “Now is our time! Building a better future for our whānau,” a campaign to reconnect Te Wairoa whānau with their iwi during Treaty of Waitangi settlement negotiations. The firm worked closely with tribal leaders and the Crown to facilitate dialogue and build public support. This effort contributed to one of the largest Treaty settlements to date being signed with broad stakeholder backing. For its role, Campbell Squared won the 2017 PRINZ Supreme Award, underscoring the campaign’s success in engaging a traditionally hard-to-reach audience and effectively lobbying decision-makers to achieve a positive outcome. This project exemplifies the firm’s strengths in community-centric advocacy and government relations on behalf of Māori organisations.

• Government & Digital Infrastructure (International): The firm has undertaken projects for foreign governments as well. Notably, Campbell Squared was contracted by the Government of Fiji to support Walesi, an initiative to roll out free digital television across Fiji. The company crafted communication strategies tailored to Fijian cultural contexts and conducted on-the-ground public outreach. This campaign earned the 2018 PRINZ Government Public Relations Award. It illustrates Strategicly’s ability to operate in a different national setting and navigate cross-cultural communication challenges. Through Walesi, the firm contributed to a major social impact (improving information access for remote Fijian communities) while coordinating with multiple stakeholders, including a foreign government and international broadcasters.

• Emergency and Crisis Communications: Strategicly (as Campbell Squared) has been trusted with crisis and disaster communications roles. In the aftermath of the 2019 Whakaari/White Island volcanic eruption, the firm was enlisted as part of the incident response team. The Bay of Plenty Civil Defence group activated Campbell Squared to assist with public information management during the disaster response. The firm’s inclusion alongside official agencies (Police, NEMA, local councils, etc.) speaks to its reputation in crisis communication. Consultants from Campbell Squared helped manage media and stakeholder communications amid a sensitive, fast-moving situation with international scrutiny. Similarly, during the COVID-19 pandemic, the firm provided communications support to health authorities (detailed under Financial Information), ensuring consistent messaging and community engagement in a public health emergency. These experiences highlight Strategicly’s capability in issues management and crisis PR, an area it explicitly offers services in (including training clients for high-pressure scenarios).

• Local Government & Infrastructure Advocacy: The firm has represented and advised local councils and advocacy groups on contentious community issues. For example, Campbell Squared’s work in the Bay of Plenty region has involved public consultation campaigns on infrastructure projects, road safety initiatives, and environmental resource consents. An illustrative case (not led by Campbell Squared but comparable in approach) was the successful grassroots lobbying to save Redcliffs School in Christchurch – Campbell Squared’s own 2017 Supreme Award campaign similarly required persuasive communications to influence government policy (in that case, securing a Treaty settlement). Strategicly’s portfolio includes helping community groups and businesses alike navigate regulatory processes by shaping public opinion and submissions. The firm’s strategies often integrate media relations, stakeholder meetings, and digital outreach to build public support or mitigate opposition for client objectives.

• Corporate Communications: On the corporate side, Strategicly has advised companies in sectors such as energy, transportation, and finance on maintaining their reputations and engaging with regulators or the public. For instance, Scott Campbell’s appointment to the Port of Tauranga board underscores the firm’s connection to the transport/logistics sector. While specific corporate client names are typically confidential, the firm’s case studies and references indicate experience with large port companies, utilities, and possibly primary industries. It provides services like executive media training, crisis simulations (through its “NXUS – War Room” training program), and strategic counsel for CEOs facing public scrutiny. Through such engagements, Strategicly has become a behind-the-scenes player influencing how business interests are communicated to government and communities.

Offshore Clients & Global Links: Beyond Fiji, Strategicly’s international work has included advising Pacific and Māori organizations with global reach. The firm’s cultural expertise (bi-lingual English/Te Reo Māori capabilities and understanding of Māori-Crown relations) makes it a unique bridge between indigenous groups and international partners. While not part of a formal global PR network, Strategicly often collaborates with overseas consultants on projects when needed. Its ability to operate “glocally” – applying local knowledge to global issues – is a selling point. The Walesi project in Fiji and ongoing advisory work for iwi with international business ventures are examples. Additionally, Strategicly’s team stays abreast of international best practices in lobbying and PR, with Scott Campbell attending or speaking at conferences (and as a member of the International Association of Business Communicators in past years). All these engagements have cemented the firm’s role as a key lobbying and communications advisor in New Zealand, with a reach that extends into the Pacific region.

Affiliations & Public Relations Activities

Strategicly Consulting is well-integrated into New Zealand’s communications and lobbying industry networks. It has been an active member of the Public Relations Institute of New Zealand (PRINZ) for many years – participating in PRINZ’s events and awards, and adhering to its professional code of ethics. The firm’s repeated recognition as PRINZ Large Consultancy of the Year suggests a strong reputation among industry peers. In PRINZ’s directory, Strategicly (Campbell Squared) is listed for services such as Issues and Crisis Management, Strategic Communications and Engagement, and Media Training, highlighting its alignment with industry standards and specialties.

Professional Affiliations:

• PRINZ (Public Relations Institute of NZ): Member firm; Scott Campbell and senior staff are PRINZ members. Campbell Squared hosted PRINZ regional gatherings in the Bay of Plenty and has had staff serve on PRINZ committees. The firm’s campaigns have been featured in PRINZ case study publications, contributing to knowledge-sharing in the field.

• IABC & IPANZ: Individuals from Strategicly have attended International Association of Business Communicators (IABC) conferences and Institute of Public Administration NZ events, reflecting the firm’s interest in broader public-sector communications trends.

• Local Business & Industry Groups: Based in Tauranga, Strategicly is involved in local commerce and leadership circles. Scott Campbell often speaks at Chamber of Commerce events and economic development forums in the Bay of Plenty. The firm networks with regional business groups, and Scott’s role as a Port of Tauranga Future Director also connects Strategicly to the infrastructure and logistics sector. This affiliation helps the firm stay attuned to regional development issues and opportunities.

• Māori Advocacy & Iwi Organizations: Given its significant work with iwi, the firm maintains close relationships with Māori governance bodies. Strategicly has supported iwi communications on Treaty issues and is seen as an ally to Māori advocacy groups. Scott Campbell’s own tribal links and trustee roles (such as with the Graeme Dingle Foundation BOP, focused on youth development) demonstrate a personal and professional commitment to Māori and community advancement. These ties enhance the firm’s credibility when working in kaupapa Māori contexts.

Collaborations & Sponsorships:

• Community and Charity Events: Strategicly (under Campbell Squared) has a history of community engagement. The firm or its principals have sponsored local initiatives like Tauranga’s Young Innovator Awards and provided pro bono PR advice to charitable projects. For example, Angela Campbell was involved in organizing local charity fundraisers, and the company culture has encouraged staff volunteering. While not a headline sponsor of major events, the firm often contributes behind the scenes – e.g. offering media support for community cultural festivals or helping promote civic events in Tauranga.

• Educational Programs: The company has partnered with educational institutions for internship programs. Campbell Squared hosted communications students from Waikato University and AUT for summer internships, fostering new talent in PR. Scott Campbell also mentored young Māori communicators through programs like Tu Māori Mai. These affiliations with academic and youth programs underscore an ethical commitment to growing the profession.

• PR and Lobbying Forums: Strategicly’s team members frequently attend Wellington networking events for government relations professionals (such as those organized by GOVIS or the Government Relations Institute of NZ once it’s established). The firm isn’t formally tied to a lobbying coalition, but it stays connected with peer agencies. It has informal alliances – for instance, collaborating with Auckland-based PR firms on projects requiring broader reach, or engaging specialist subcontractors (designers, digital marketers) on client campaigns. This collaborative approach means Strategicly is often present in multi-agency teams for large accounts.

Thought Leadership & Media Relations:

Strategicly Consulting actively engages in thought leadership to build its public profile. Scott Campbell, in particular, writes opinion pieces and provides commentary on communications strategy and crisis management in outlets like Scoop News and M+AD Daily. The firm’s blog (titled “Journal” on its website) shares insights on issues like managing misinformation and building stakeholder trust (though the rebranding process paused some blog activity in 2023). Additionally, Strategicly maintains a company YouTube channel where it shares short guides on strategic consulting and case studies of their work. This content strategy aligns with the firm’s marketing by showcasing expertise and reinforcing its affiliation with best practices in strategic communications. The company’s LinkedIn page is another platform it uses to highlight client successes, staff achievements, and industry commentary – positioning Strategicly as a key voice in NZ’s PR and lobbying landscape.

In summary, through professional memberships, community involvement, and knowledge-sharing, Strategicly Consulting is well-connected in its field. It balances its role as a private lobbying firm with public-facing contributions, such as mentoring and media commentary, which bolster its legitimacy. These affiliations and activities help the firm stay influential and ensure it operates with a broad perspective on public relations ethics and trends in New Zealand.

Financial Information

As a privately held company, Strategicly Consulting’s detailed financials are not publicly disclosed in full. However, available indicators and contract data suggest a company of moderate size with healthy revenues in line with a successful boutique consultancy. In industry terms, Strategicly would be considered an SME (small-to-medium enterprise) – it is explicitly categorized as such in business directories. During its Campbell Squared era, the firm was large enough to be classed as a “Large PR Consultancy” by PRINZ, implying it had one of the higher turnovers among NZ communications agencies (likely in the millions of dollars annually).

Revenue & Scale: No official revenue figures are published, but by 2018 the company had 16 staff, which typically corresponds to annual revenues in the mid-to-high seven figures (NZD). The firm’s growth from startup to award-winning agency suggests steadily increasing billings over the 2010s. Its client base has included government contracts, corporate retainers, and project-based engagements, providing multiple income streams. For example, Campbell Squared’s recognition as Large Consultancy of the Year (2017–2019) implies it was handling a significant volume of client work and fee revenue compared to smaller firms. Industry benchmarks (for PR agencies of 10–20 staff) would put yearly revenue in the range of NZ$1–3+ million. It is known that repeat government and corporate clients have contributed to a stable income. The rebranding to Strategicly in 2023 did not indicate any downsizing; rather it signaled a pivot to higher-value consulting services (like governance and strategy coaching) which presumably maintain or increase revenue per client.

Major Contracts and Clients: Some of Strategicly’s income can be traced through public sector contract disclosures:

• The firm provided extensive COVID-19 communications support to the Bay of Plenty District Health Board (DHB) during the pandemic. In the 2020/21 financial year, BOP DHB (now part of Te Whatu Ora) paid Campbell Squared NZ$577,134 for “strategic communication advisory services / Covid-related communications assistance”. This large contract covered public messaging, stakeholder updates, and community engagement around Covid-19 in the Bay of Plenty. Follow-up contracts continued in 2021/22, with the DHB spending an additional $89,646 on Campbell Squared’s services, and smaller amounts in prior years (around $12–13k annually in 2018/19 and 2019/20 for general outsourced communications). The Covid contracts represent a significant injection of revenue and underscore the firm’s ability to secure big-ticket consulting projects when the need arises.

• The Department of Internal Affairs (DIA) is another public client that has used the firm. DIA payment records show Campbell Squared Communications was paid $16,107 in the 2021/22 year for its services (likely related to communications consulting or training). Other central government agencies and local councils have engaged the firm on a project basis; for instance, OIA disclosures indicate consultancy fees of ~$27k to Campbell Squared by an unspecified agency in 2021/22, and previous work for agencies like the National Emergency Management Agency via Civil Defence contracts (as seen in the Whakaari response involvement).

• Corporate and Iwi Clients: While dollar figures for private engagements aren’t public, Strategicly’s portfolio includes corporates that would typically retain such a firm on a monthly fee or for multi-month projects. Fees for comprehensive communication strategies or crisis management for a large company can range from tens to hundreds of thousands of dollars. Similarly, iwi organizations (e.g. post-settlement governance entities) have contracted the firm for communications and strategy – these contracts are often funded by settlement budgets or government grants and can be sizable. For example, the iwi engagement campaign in Te Wairoa (2017) was part of a major settlement process; although financial details aren’t published, we can infer a robust budget given it was a multi-faceted campaign that won national awards.

Taken together, these data points show that Strategicly Consulting has a solid financial foundation. The $577k DHB contract in 2020/21 was especially substantial (likely the firm’s single largest contract to date) and would have boosted that year’s revenue significantly. In other years, revenue would be composed of multiple smaller contracts and retainers. It’s worth noting that the firm’s expenses include salaries for staff, office costs, and possibly subcontractors for specialized tasks (e.g. graphic design, video production), so profit margins would depend on efficient project delivery. There is no public profit figure, but as a guideline, well-run PR consultancies in NZ often aim for profit margins around 15–20%. Strategicly’s reinvestment into tools like the NXUS crisis simulation platform and the YourIwi digital platform (see Additional Information) also suggests it channels some income into innovation.

Public Sector vs Private Sector Mix: The financial data hints that a good portion of the firm’s revenue has come from public sector clients, especially during crises (health and emergency contracts). However, the firm also likely earns significant fees from private companies which are not disclosed publicly. This diversified client mix can provide stability – for instance, government work kept revenue flowing during the pandemic downturn, whereas private sector projects might dominate in other years. The firm’s ability to win competitive public contracts (e.g. via tender or direct appointment for Covid communications) indicates strong financial and operational credentials as vetted by government procurement processes.

Financial Transparency: As a limited company, Strategicly Consulting files annual returns with the Companies Office, but detailed financial statements are not required since it’s not publicly listed. The Companies Office records show the firm is solvent and meeting compliance (annual returns filed up to 2024). There have been no notices of overdue taxes or financial distress. The ownership restructuring in 2020 (introduction of Pingao Trustee 311 Ltd) could imply some estate or succession planning, but there’s no indication of external investment or sale. In other words, the company remains owner-operated with profits presumably distributed to the Campbell family or reinvested.

In summary, Strategicly Consulting appears financially robust for its size, with multi-million dollar revenues and a track record of securing high-value contracts. It leverages its niche expertise to command substantial fees (as evidenced by the DHB contract), yet also engages in smaller projects that ensure a continuous revenue flow. The firm’s financial health is underpinned by its reputation and relationships – satisfied clients (government or corporate) often become repeat clients or provide referrals, which has been explicitly noted as a source of business (“the majority of our work and clients have come via referrals based on our reputation to deliver results”). This referral-driven growth model has likely kept marketing costs low and margins respectable. All indicators suggest that Strategicly will continue to be a profitable enterprise as it evolves its service offerings in the New Zealand lobbying and communications market.

Political & Ethical Considerations

Operating at the intersection of public relations and politics, Strategicly Consulting must navigate various political and ethical considerations. Below are key points regarding its political engagement, any controversies, and ethical stance:

Political Neutrality & Donations: Strategicly positions itself as politically neutral in its client work. There is no public record of the company or its principals making any significant political donations to New Zealand political parties, and it does not appear to be formally aligned with any party or ideology. Scott Campbell’s personal brand is as an independent commentator and advisor, which suggests the firm takes care to maintain trust across the political spectrum. For instance, Campbell has provided analysis on both government and opposition actions in media interviews, without evident bias. This non-partisan approach is important for a lobbying firm that may work with whichever government is in power. In terms of political contributions, searches of Electoral Commission donation disclosures reveal no noteworthy donations under the company or Scott Campbell’s name, indicating that the firm likely engages with politicians through advocacy and professional channels rather than financially.

Lobbying Transparency: New Zealand currently does not have a mandatory lobbying register (as of 2025), but there is growing scrutiny of lobbyists. Strategicly Consulting operates mainly behind the scenes; it is not a firm that issues press releases on political matters in its own name (its influence is exerted on behalf of clients). Because it often works in local and sector-specific lobbying (like iwi issues, regional projects), it hasn’t been at the center of any national lobbying controversies. That said, the firm’s work is part of the broader discussion on transparency in policy influence. When engaged by government agencies (e.g. for Covid communications), Strategicly’s role is on the record via contracts, and when working for private clients on public campaigns, the firm tends to remain low-profile (letting the client lead publicly). Ethically, this aligns with standard practice, though it means the general public might not always be aware of Strategicly’s involvement in a given issue. In the wake of calls for more transparent lobbying in NZ, one could expect Strategicly to comply with any new guidelines or voluntary registers. So far, no evidence suggests the firm has acted improperly in the political arena; on the contrary, its award-winning campaigns have been cited as examples of ethical public relations – the PRINZ judges in 2017 noted that campaigns like Campbell Squared’s demonstrated how ethical PR can engage communities and decision-makers for positive change.

Conflicts of Interest: Scott Campbell’s dual role as a media commentator and a consultant could pose potential conflicts, but these appear to have been managed carefully. For example, when Campbell provides commentary on RNZ or Newshub Nation, he typically speaks on general political or communications issues, not on behalf of clients. There’s an implicit understanding that he is wearing a “political analyst” hat in those moments. Should a topic intersect with a client interest, one would expect disclosure or recusal, though such a situation hasn’t been publicly pointed out. Another area is Scott’s governance role – now that he’s a Future Director on the Port of Tauranga Board, Strategicly would need to be cautious if representing any client whose interests conflict with the Port or its stakeholders. Given Port of Tauranga is a major local entity, it’s noteworthy that Strategicly’s client roster in the Bay of Plenty could tangentially overlap (for instance, advising an exporter or environmental group related to port activities). So far, no conflicts have surfaced in news, and the appointment indicates trust in Scott’s integrity. The company likely has confidentiality and conflict management protocols, as is standard for consultancies, to ensure no misuse of insider information between his roles.

Controversies and Public Scrutiny: To date, Strategicly Consulting (and Campbell Squared before it) has not been embroiled in any public scandals. There have been no known controversies regarding unethical conduct such as misinformation, astroturfing, or improper lobbying tactics linked to the firm. On the contrary, the firm has received positive recognition. For example, its campaign work with iwi and communities has been portrayed as helping underrepresented voices be heard in government processes. The absence of negative press suggests a strong adherence to ethical guidelines. In the competitive PR consulting field, firms can sometimes draw criticism (e.g. for representing unpopular clients), but Strategicly’s client mix (which includes a lot of public-interest work and government assignments) has shielded it from such blowback. If anything, some might question a Tauranga-based firm’s influence in Wellington’s corridors of power; however, Strategicly’s results and the respect Scott Campbell commands as a commentator indicate that geography has not hindered its reach.

Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz