Marketing & Innovation Heavyweight Mike Hutcheson Joins I Want Orange

Nov 6 / 2 min read / Orange

I Want Orange, have announced Mike Hutcheson is joining the team as creative and innovation advisor and chair of the board.

Industry legend Hutcheson joins I Want Orange with more than 40 years of experience in marketing and advertising, intimately knowing the storytelling behind many of NZ’s top brands. Previously, Hutcheson co-founded leading advertising agencies Colenso BBDO and Hutcheson Knowles Marinkovich, and culminated his advertising career in Auckland as Managing Director of Saatchi Saatchi. In 2016 he was appointed Adjunct Professor of Innovation at AUT University. Hutcheson is also involved in a number of successful commercial enterprises and industry initiatives.

Hutcheson is particularly interested in the experience economy and sees a big opportunity with I Want Orange and their 25-year pedigree working in this space. “In a world where people are swamped with bigger and brighter events that merge in a blur you have to overcome apathy, disinterest and engagement fatigue. This is where Orange has discovered a secret sauce.

Smart marketers know the good old days of big-budget TV advertising pushing products onto mass audiences through traditional sales channels are fading fast. This shift in attitude gives rise to an enormous opportunity for progressive companies to establish communities built on permission-based interactive programming and experiential marketing initiatives.” says Hutcheson.

I Want Orange, the company behind many of New Zealand’s most iconic public events and activations, has recently undergone a rebrand, elevating the agency’s focus on delivering a unique, comprehensive blend of experiential marketing strategy, creative and amplification. Stu Robertson, Creative Director and Founder, says having Hutcheson join the team is a great step forward for the business. “Mike brings a wealth of conceptual and applied creative thought leadership which will be instrumental for the future of Orange. We are committed to leading the experience conversation in NZ and Mike’s pedigree empowers us to do that at a greater scale. This appointment feeds into our core focus, providing our customers with a positive Return on Experience (R.O.E.), which is why they continue to collaborate with us.”

Orange is celebrating the launch of this partnership with a breakfast session and musings on Experiential Marketing at their Uptown Gallery on Wednesday 28th November. To register your interest in attending the event please email, more information here.

Mike Hutcheson


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