AWE

AWE is a public relations and communications agency based in Wellington, New Zealand, founded in 2025 with a distinct cultural foundation. The agency’s name, AWE (pronounced ah-weh), draws from a traditional taonga—a treasured object used to protect a person’s wairua, or spirit. This concept of power, influence, and spiritual protection is woven into every aspect of the agency’s work. AWE operates from the belief that Māori are not merely an audience to be targeted, but are storytellers, connectors, and activators in their own right. This perspective shapes a communications practice that prioritises authenticity, collaboration, and community-led outcomes.

Specialist Expertise: Māori Storytelling and Community Activation

AWE’s core expertise lies in Māori public relations and communications. The agency was built on the simple idea that Māori communities possess deep cultural knowledge and narrative traditions that are often overlooked by mainstream communications strategies. Rather than creating content for whānau (families and communities), AWE works alongside them, using a collaborative model described as he mahi ngātahi—working together. This approach ensures that messaging is not only culturally appropriate but also genuinely resonant. By drawing on the lived expertise of communities, AWE helps clients influence decision-makers to act in the best interests of Māori and Pasifika peoples. The agency’s Wellington base places it at the heart of New Zealand’s political and cultural capital, where it can engage directly with government, iwi organisations, and community leaders.

How AWE Applies Its Approach

AWE’s methodology is grounded in partnership and co-creation. The agency does not assume it knows what communities need; instead, it facilitates conversations and builds campaigns from the ground up. This might involve working with marae committees, urban Māori authorities, or health providers to develop communications that address specific challenges—such as improving vaccination rates, promoting educational initiatives, or supporting treaty settlement processes. AWE’s team brings together skills in strategic communications, media relations, and cultural advisory, ensuring that every campaign is both effective and respectful. The agency’s focus on power and influence means it seeks not just to inform, but to shift perspectives and drive meaningful change. For clients, this translates into communications that are credible, trusted, and capable of reaching audiences that mainstream agencies often miss.

Services and Specialties

While AWE’s service offerings are tailored to each project, the agency’s capabilities typically include:

• Strategic communications planning and counsel
• Media relations and press office support
• Community engagement and consultation
• Cultural advisory and Māori communications strategy
• Campaign development and execution
• Digital and social media content creation
• Crisis and issues management
• Stakeholder and government relations
• Event management and activations
• Evaluation and impact measurement

These services are delivered with a focus on authenticity and long-term relationship building, rather than short-term metrics. AWE’s approach ensures that communications are not only strategic but also deeply connected to the values and aspirations of the communities they serve.

Who AWE Works With

AWE is best suited for organisations that are serious about engaging meaningfully with Māori communities and want to move beyond tokenism or checkbox diversity. This includes government agencies, iwi authorities, health providers, educational institutions, and non-profits operating in New Zealand. The agency is also a strong fit for private sector companies seeking to build genuine relationships with Māori stakeholders, particularly those in sectors like primary industries, tourism, and technology. Because AWE is based in Wellington, it is well-positioned to work with national bodies and policy-focused organisations. Clients who value co-creation, cultural integrity, and community-led outcomes will find AWE to be a natural partner. The agency’s foundation in Māori storytelling and activation makes it a distinctive voice in New Zealand’s public relations landscape—one that prioritises wairua and whānau alongside strategic influence.