Leading by design

Founded by Mark Spurgeon and Michelle Shirtcliffe, Publica is a digital agency with design in its DNA and an attitude of undying optimism.

If you ever need convincing of the diversity of Publica’s creative abilities, just listen to Mark Spurgeon and Michelle Shirtcliffe reel off some of their team’s achievements.

The list includes software, apps and platforms to manage everything from rostering, to treating and managing sleep problems, brain wellness, and charitable giving.

On the design side, standouts include branding and creative for the Pop Up Penguins art sculpture trail, an awareness campaign for the New Zealand College of Midwives, and the naming and spatial design of Christchurch Hospital’s new children’s unit.

It’s all a result of the depth of talent and creativity at this Christchurch-based digital agency – a direct reflection of its two founders and the calibre of people they’ve attracted into the fold over the past ten years.

Mark and Michelle first met while working at the same design agency. Mark recalls how his overseas design agency experience was a highlight for him – both professionally and personally.

“It gave my skills as a creative director at the time, and subsequent management and directorship roles for Publica, a unique perspective in terms of understanding scaling, people and client relationships,” he says.

For Michelle, working as a management accountant for a luxury UK brand was her “steepest and most rewarding” learning curve.

“That role was instrumental in my professional development as I led newly designed department-wide system implementations. It gave me a taste for what it felt like working at a brand [where] everyone knew who they were, and everyone wanted what they had.

“Later, working in Event Production & PR, I was exposed to the entirely different approach of offering a service over a product,” she says. 

“As you grow, your milestones move. Your victories at each tier feel just as transformative as the last, but each event is on a different scale.”

Back in Christchurch in 2010, and in the midst of the GFC, Mark and Michelle launched Publica. Through major challenges in the form of the Canterbury earthquakes and more recent Covid-19 pandemic and its associated recession, they’ve since been forced to “innovate better and pivot harder”.

The couple recall how scary everything was to begin with. There was plenty of motivation behind the venture, just trepidation about the timing, recalls Mark.

“But [with hindsight] it was the right thing to do,” says Michelle. “We firmly believe that people and businesses shouldn’t shy away from the ‘new’ during economic downturns.”

A key turning point for the business was the decision to bring digital development on board as a team skillset, says Mark. “It was daunting and entirely outside the realms of our comfort zones, but we dived in head first and quickly realised we’d come out the other side better placed to take on the challenges our clients face. We fondly think of it as our baptism by fire.”

In terms of digital projects, Publica tackles a lot of the things everyone else can’t, or won’t do.

“Becoming experts in such a wide variety of industries, applications and technologies has definitely propelled us forward to where we are now,” says Michelle.

Searching for the ultimate challenge

While Publica has many big wins already under its belt, the couple agree that their biggest and best projects still lie ahead. Winning their first app build out of the US, partnering with the Jazz and Blues Festival and developing the Mike Pero platform have all been worthy of celebration, but they’re still chasing that ultimate win.

“Always looking for the next client partnership that has worldwide impact,” says Mark.

“As you grow, your milestones move. Your victories at each tier feel just as transformative as the last, but each event is on a different scale.”

Despite Covid-19’s impact on the world’s economies, Publica is still on a growth curve, and has been hiring more developers, digital designers and account managers.

“I’m conscious that we’re super lucky to be in this position,” says Michelle. “But we’re equally excited to be offering employment opportunities to the impressive local talent here in Christchurch and around the country.”

And the secret to retaining that talent?

“Making sure you look after them,” says Mark. “Make them a part of a team where they feel challenged, valued and fulfilled.”

Covid’s impact

Covid-19 kept Mark and Michelle on their toes in 2020, and constantly looking to their international client base to understand the challenges and changes they were facing in-market.

But it has been hard not being able to travel for face-to-face meetings.

“Travel is a big part of our relationship building, we’re usually over in the US a couple of times a year for key meetings,” says Michelle. “On a day-to-day basis, different time zones and cultures aren’t a barrier in delivering projects – we make it work. But when it comes to the big milestones and decisions, we always prioritise travelling to make face-to-face interactions.

“When you’re invited into someone else’s environment, their element, your eyes are opened to their world. You’re able to relate to their decisions and understand their processes so much better.”

Looking ahead to the post-Covid future, the couple want to continue their focus on working with clients to make their operations even more resilient than they already are, and therefore weather any uncertainties together. They also want to carry on being a champion for local arts and events. The latter has long been close to their purpose, explains Michelle. “We’re long-term creative partners for some of the region’s favourite public art trails, music festivals and literary festivals.”

“Now more than ever we want to be part of impact-based initiatives,” adds Mark. “We’re looking to expand our environmental influence further and contribute towards developing better outcomes for the industry.”

They’re both optimistic about the business environment ahead. “Despite all the chaos it has caused, Covid-19 has supercharged everyone’s expectations around digital tools and e-commerce. It’s been the catalyst for digital investment for so many companies,” says Michelle. “I’m equally optimistic about our clients’ futures because I know that we’re on a path together towards a digitally-optimised offering.”

The goal for Publica is not to grow into a huge company, adds Mark. “But we know we’ve got the chops to be the first choice of digital agencies in New Zealand.”

Story by editor Glenn Baker.