From Nelson to the world

Pictured above: Jonny Hendriksen and his EY Entrepreneur of the Year New Zealand 2024 trophy.

Operating out of Nelson, Jonny Hendriksen has grown Shuttlerock into a global leader in creative advertising solutions, championing innovation and community-driven leadership. His journey offers rich insights for aspiring business owners and entrepreneurs, particularly those aiming to scale their ventures internationally.

Winning EY Entrepreneur of the Year New Zealand 2024 was both an honour and a moment of reflection for Jonny Hendriksen, Founder of Shuttlerock, a digital marketing solutions provider. “I don’t do this for recognition, but it’s humbling,” he says. The award celebrates not only his personal journey but also Shuttlerock’s impact as a global innovator.

As the 25th recipient of this prestigious award, Jonny will represent New Zealand at the EY World Entrepreneur of the Year event in Monaco in 2025. The international competition will feature national winners from over 50 countries, showcasing the best of global entrepreneurship.

The judges commended Jonny for his exceptional entrepreneurial spirit, perseverance, and the global impact of his work through Shuttlerock. Cecilia Robinson, Chair of Judges, highlighted his humility and resilience, noting how he has remained grounded in his New Zealand roots while excelling on an international stage. 

“Jonny stood out in a high-calibre field for his perseverance and resilience, and for how he has paved his own path to success. He’s modest in how he speaks about his achievements and truly embodies the new-age entrepreneurial spirit – working remotely from Nelson to be present for his family and manage his work-life balance.”

Jason Macgregor, EY Entrepreneur of the Year New Zealand Programme Leader, praised Jonny for delivering innovative solutions and achieving better outcomes for his clients. 

“The success Jonny has achieved with Shuttlerock is an excellent example of how to build a Kiwi business and take it to a global scale.”

The judges agreed that his leadership exemplifies the core values of entrepreneurship: Innovation, purpose, impact, and growth.

It’s his humility and modesty for the sheer scale of his achievements that struck me in an interview following the awards ceremony. His entrepreneurial journey he tells me was  ignited during his teenage years during a high school trip to Japan, which required him to fundraise independently – a lesson in resilience and creativity he says. “It was during my school years that I had to think outside the box, and that experience shaped my initial forays into business.”

His first significant business venture came during his university days, and soon after, when he co-founded one of Japan’s first web hosting companies with his business partner, Tim Williams. This venture, funded by a modest $5,000 loan with a high-interest rate, is a relatable reality for many new business owners. “We were rubbing two sticks together to get things going,” he says, highlighting the challenges and risks that shaped his early career.

After realising success in Japan, Jonny returned to New Zealand with a vision to create a business that combined global ambition with local roots. Shuttlerock, born at his kitchen table, epitomises this balance. Drawing inspiration from a meeting with astronauts from the Space Shuttle Discovery programme, the name “Shuttlerock” symbolises innovation and trust.

The company initially focused on creating user-generated content (UGC) but pivoted to a broader Creative-as-a-Service (CaaS) model, helping global brands scale their advertising creative across a fragmented digital landscape. “Advertising today is not just about creating content but doing so in a way that resonates across cultures and platforms,” Jonny says.

This evolution underscores his belief in adaptability. “Businesses must evolve. Timing is everything,” he says, reflecting on the company’s decision to revisit UGC, which is now a cornerstone of modern digital marketing.

Shuttlerock’s growth into a multinational enterprise with a presence in markets like the US, Europe, and Asia-Pacific did not happen overnight. Jonny describes scaling globally as a journey that required patience and strategic localisation. “You can’t run an American business like a New Zealand business,” he says. “Trusting local teams and listening to the market is critical.”

Breaking into the US market, which now accounts for half of Shuttlerock’s revenue, presented unique challenges. “The US is deceptively familiar because of the shared language, but their business culture is entirely different. It would almost be easier if they spoke a different language.”

Shuttlerock’s “follow-the-sun” model, which enables 24-hour content production, showcases how the company leverages its global presence. Offices in locations like New York, Berlin, Tokyo, and Singapore ensure that clients receive seamless service tailored to regional needs.

Transitioning from a hands-on entrepreneur to the leader of a global organisation has been a learning experience for Jonny. He likens leadership to “frying a little fish – delicate and precise.” His approach focuses on empowering teams while setting a clear vision. “It’s about trusting people to lead in their areas and intervening only when necessary,” he says.

A significant aspect of his leadership philosophy is maintaining a connection with Shuttlerock’s core purpose: Solving complex problems for clients. Jonny believes that staying close to customers is crucial in navigating trends like artificial intelligence. “There’s a lot of noise around AI, but the key is to focus on what truly benefits the customer,” he says.

Interestingly, some of Shuttlerock’s enterprise clients are cautious about AI, with strict policies about its use in creative production. “It’s a reminder to innovate responsibly and align with customer needs.”

For entrepreneurs aiming to scale their businesses, Jonny offers this advice: Adaptability, trust, and timing are paramount. “Don’t try to micromanage a global operation from New Zealand. Empower your teams to succeed locally,” he says.

He also highlights the importance of staying true to one’s vision, even in the face of scepticism. “Entrepreneurship often means doing what others say you shouldn’t,” he says. Reflecting on his career, he adds, “Follow your heart. Success isn’t just financial – it’s waking up excited about what you’re doing.”

For Jonny, his success is as much about the journey as the destination. “Have fun along the way. If you’re not enjoying what you’re doing, it’s time to rethink your path.” 

This article was originally published in the December 2024 issue of NZBusiness magazine. To read the issue, click here.