Good ideas can transcend boundaries, and ideas can be executed in many different ways. Māori perspectives, or Māori approaches can enrich everyone’s lives. A campaign can be rooted in Māori thinking and still resonate with all audiences. A Māori approach or concept doesn't need to be a separate strand or layer; it can be the 'main idea' and the 'main campaign' that speaks to everyone.

Ads and brands can be Māori without looking Māori, and they can look Māori without truly being Māori. It’s easy to wrap non-Māori ideas in Māori design elements, a kōauau sound, or te reo in order to stand out or showcase Māori elements. However, Māori thinking in strategy and ideation is about unlocking fresh perspectives and new ways of being and doing. The result may not always look Māori, but the underlying thinking may lead to something new and engaging that resonates with broad audiences. The why behind needing a Māori approach always shapes the how.

In advertising, Māori thinking blends a Māori worldview and mātauranga Māori with contemporary Māori culture—trends, technology, and society.

We don’t start by seeking a Māori solution. This can lead to missing great opportunities or trying to make a solution look Māori. First, we define the problem clearly. Then, we seek the best solution given the resources available. If the team has both creative and Māori capabilities, they will naturally draw on both when developing ideas. Will the final solution be Māori, you ask? Well, what defines a solution as Māori? Furthermore, does it matter? The real question is whether it’s a good solution. We don't seek Māori solutions, but Māori thinking is always there; it can't be turned off.

We often talk about Māori as an audience segment, but Māori are not a monolith. They have diverse tastes, passions, behaviours, and life experiences. Treating all Māori as the same is not only ineffective but also harmful. Recognising the diversity within Māori and being more specific and intentional about who we’re talking to and why will lead to more effective marketing efforts.

Māori audiences, like any other, are influenced by a wide range of brands and ads that may not feature te reo or speak directly to Māori. Take Air Jordans, for instance—hugely popular among many Māori despite never acknowledging Māori directly. It’s incorrect to assume that unless we’re overtly acknowledging Māori in our comms, we’re not speaking to Māori. It’s also insulting to suggest that Māori cannot be influenced by comms that aren’t overtly Māori.

It’s crucial to understand the ‘why’ because it informs the 'how'. Take the use of te reo Māori in advertising, for example. If te reo is used merely as a marketing tactic to target a Māori audience, it often results in separate versions for Whakaata Māori and TVNZ, or OOH ads in te reo, but only in areas with a high population of Māori. This approach is flawed, as nearly all Māori understand English, making the tactic redundant and often just a box-ticking exercise.

However, if the goal is reo normalisation, akin to an organisational objective like sustainability, the organisation will look to leverage all its processes and touchpoints to achieve this, including marketing. This could involve setting a target for a percentage of bilingual content and challenging creative and media agencies to meet this goal throughout the year, regardless of who the audience is, or the specific challenge in the brief. This strategy is holistic and intentional, supporting the deeper objective of normalising te reo Māori genuinely and effectively.

The advertising industry’s USP has long been the ability to develop thought-provoking ideas that capture people’s attention. Māori thinking and culture offer a vast ocean of inspiration in that regard, but it’s largely untapped due to a double standard. While non-Māori briefs base success on creative ability, Māori briefs often focus on understanding tikanga and Te Tiriti principles, driven by a fear of being wrong rather than a desire to be right. This is like making a non-Māori brief all about spelling and legal knowledge—more fitting for a law firm than a creative agency. This double standard hampers Māori creativity. Cultural safety should be seen as a foundation, not a ceiling. To unlock the potential of Māori culture, insight, and mātauranga, we must focus more on creativity and innovation. Correctness should be table stakes, not a USP. This balance will allow for powerful, boundary-pushing ideas that truly reflect the depth and dynamism of Māori culture, benefiting brands, audiences, and Māori.