The mediaR team

Meet some of the key people behind the scenes

mediaR is run by its two founders:
Helma Mitchell who is responsible for all things media and Tony Richards who runs all things creative.

Both are passionate about client relationships and as such are very hands on and involved in servicing clients. Supporting roles are played by an experienced and enthusiastic team covering media planning, buying, digital and creative.

Helma - Media Director


Media Director

Helma has spent more than two decades in the media industry. Before she started mediaR 10 years ago with her business partner Tony Richards, she was Media Director at Saatchi & Saatchi, Mitchell & Partners and Clemenger Auckland. She also spent five years in the media as Sales Director for The Radio Bureau and MediaWorks and Head of Commercial Programme Funding at TV3.

Whilst she is one of the most experienced negotiators in town, having been contracted by Lion, Proctor & Gamble and Heinz to negotiate their contracts, she believes that honesty, integrity and a smile are the key to a successful tri-party relationship.

Helma has won multiple media awards and believes there is life outside advertising with a passion for dogs and lighthouses.

Tony - Director



With over 25 years experience in the advertising industry, Tony specialises in developing client relationships. Tony has been instrumental in developing strategic, communication and creative platforms for a number of well known New Zealand brands.

His agency role as MD currently includes responsibility for overall project management, running the agency - with the key responsibility of client services.

Tony loves fishing and cooking…most often in
that order.

Paul - Creative Director


Creative Director

Paul has worked at several of New Zealand’s leading advertising agencies for more than 20 years.

He’s worked at McCann’s and Whybin TBWA and acting Creative Director at M&C Saatchi.

Paul is a multi-talent creative who directs and produces TV commercials and is a handy photographer. Most recently he’s worked on Vodafone, Tourism Rotorua, Sony Playstation, Air New Zealand and Love New Zealand. He’s also worked on The Warehouse and Telecom in the past.

Anthony  - Business Development Director


Business Development Director

Anthony brings more than twenty years media experience. From launching a radio station, to owning a boutique agency for more than a decade. He has, more recently, spent time working within two of New Zealand’s largest media companies (NZME and Mediaworks). 

Over his time he has worked with many businesses – large and small, all with a focus on building a sustainable marketing strategy. 

When Anthony isn’t working for you, he’s working on having fun! He has a blended family, with five kids, so you’ll find them on bikes or beaches over summer and in the snow during winter, followed by a good wine all year round.

Hayden - Head of Digital


Head of Digital

Hayden has a Bachelor of Business in Marketing and Management and worked for some of New Zealand’s largest brands in the digital space. He is a data driven digital marketer that thrives on campaign execution and new technology.

His experience includes digital strategy, websites, social media, email marketing, customer experience, SEO, brand, advertising and campaign integration while working for large organisations such as Genesis Energy and Air New Zealand.

When he is not immersed in the digital world, you will probably find him answering the world’s questions from a 2 year old.

Rachel - Group Account Director


Group Account Director

Rachel has over 20 years’ experience working both agency and client side for companies that include Montana Wines, Vittoria Coffee, Simplot Australia and Tegel Chicken - as well as running her own marketing consultancy for the last 3 years - and offers extensive sales and marketing skills to the communications mix.
In her spare time Rachel is a busy mum of 2 and loves movies, singing and running. Last year she completed the New York marathon and was so tired when she crossed the finish line she couldn't even sing 'New York New York'. However she wasn't too tired to go shoe shopping the next day.

Daniel  - Business Director


Business Director

Daniel has 15+ years experience in planning and managing successful campaigns for a wide range of clients. He is passionate about business, specifically the ability for sound communication strategies to contribute to an improved bottom line. As Managing Director of his previous agency, he helped deliver significantly improved sales outcomes for the likes of AMP Retail, Configure Express, Skoda and Metlifecare. More recently he was the strategic brains behind a bold new campaign for Electrolux Small Appliances. 

When he’s not reading a new book, you’ll likely find him on the golf course – wondering why he’s not at home reading a new book.

We’d love you to say hello!

Want to talk advertising?  Want to talk media?  Want to talk digital?  Let's talk today and begin the journey!

About mediaR

mediaR is a privately-owned, New Zealand independent advertising agency located in Auckland. We've been in business for more than a decade and are fully accredited with all media. We work with a range of businesses, from large multinationals to small independents. Our clients are all successful in their own area of business and we’re proud to play a part in that success

Recent Work

Contact mediaR

5 Dockside Lane, Auckland Central

+64 9 353 1901