Since it was founded in 2011, the New Zealand Dance Company (NZDC) has been all about shaking things up in the world of contemporary dance. They're not into the old-school way of showcasing just one choreographer at a time—instead, they’ve embraced a more diverse and sustainable approach, always looking to keep things fresh and exciting.

To Hire or Not to Hire?

Like many New Zealand arts organisations, NZDC relies on external funding to create, produce, and promote their amazing work. This means they need to be smart about how they use their resources. They needed flexible, specialised skills that could be tapped into as needed, but they were faced with the classic dilemma of whether to bring marketing in-house or partner with an agency?

Enter Pop That. We teamed up with NZDC, bringing our flexible management style to the table. Our goal was simple: to adapt to whatever goals NZDC had at any given time, providing top-notch skills without breaking the bank.

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The Best of Both Worlds

With our hybrid agency model, we’re able to bring in expert contractors for specific tasks when needed, and this approach has led to a fantastic partnership with NZDC. Whenever a new project pops up, we get together to create a tailored marketing and action plan. Each campaign is unique, taking into account the budget, assets, territories, and goals, ensuring we hit the mark every time.

Our flexibility means we can either take the reins completely or step back, depending on what the budget and situation call for. This adaptable approach allows us to support NZDC in the best way possible.

Over the past couple of years, we’ve helped NZDC with everything from marketing and social media to video production and paid advertising. We’re especially proud of the social content we’ve created, particularly the growth of their TikTok page, which has thrived with relatable and genuine content.