New Zealand communications firm Pead has launched a standalone creative agency called All Eyes, as it looks to expand its earned-first brand and advertising capabilities.The new agency will be led by Pead Partner Sarah Munnik, alongside Creative Director Genevieve Chunn.All Eyes launches with a core team of four full-time staff supported by a wider network of more than 20 specialist partners. The agency has already secured foundation clients including Lodestone Energy and Best Foods, alongside several additional business accounts.According to Munnik, the agency combines traditional creative agency services with Pead’s expertise in earned media and attention-driven communications.“Pead has supported clients on creative work for years and they've come back to us time and time again because we deliver results, irrespective of the size of the brief. Now we've launched All Eyes to scale that offering and refine it further,” she said.Munnik added that the new structure is designed to offer clients a more flexible alternative to traditional agency models by assembling specialist contractor teams tailored to each project and business challenge.“Our network of experienced specialists means that regardless of the size of the brief we’re able to move quickly and efficiently, something many companies have told us they are looking for in their agency partners. It means clients pay for the work, not layers of a big team,” she said.Deborah Pead described the launch as a natural evolution of Pead’s long-standing approach to creative-led public relations and brand storytelling.“It’s always been a hallmark of Pead to take a bold creative approach to brand-building PR, work designed to earn attention first, not just buy it. All Eyes is the natural evolution of that thinking,” Pead said.The move comes as agencies across Australia and New Zealand increasingly explore hybrid models that combine public relations, social, content and creative services under more flexible operational structures, responding to growing client demand for integrated campaigns and leaner agency partnerships.
