The Worthies appoint co-chairs to champion creative impact in the public sector

The Worthies NZ Conference and Awards has named two honorary co-chairs who embody the spirit of creative leadership and public purpose.

Nick McFarlane is creative lead at Clems Shop, and Tim Aitken is chief communications and marketing officer at Auckland City Council.

Their appointment builds a vital bridge between agency innovation and public service where creativity meets complexity, and ideas create measurable change.

The Worthies commercial director Paul Bowden says: “Nick and Tim represent the best of both worlds — bold creative thinking and deep public sector insight. With their support, we’re building a community that celebrates achievement, fosters collaboration, and inspires the next generation of marcomms practitioners and creative changemakers.”

Creativity that moves the needle

McFarlane is a creative provocateur on a mission to tell stories that drive positive change at scale. He believes creativity isn’t decoration, it’s a lever for wellbeing, equity, and progress in Aotearoa New Zealand.

“The conference enables agencies and public sector practitioners to connect and shine a light on the most effective work — the initiatives and ideas that make a worthwhile difference,” says McFarlane. “The awards create a powerful feedback loop: celebrating progress fuels more progress.”

A veteran of the industry, he’s bridged the gap between creative and design at many agencies within the Clemenger Group, including Raydar, Proximity NZ, Clems Shop and Colenso BBDO.

Author of Hunting the Killer Idea, Spinfluence, and Monumental, McFarlane brings bold thinking and a creative energy to The Worthies — helping shape it into a platform that inspires, connects, and champions the work that truly matters.

Purpose-driven communication

Aitken leads Auckland Council’s marketing, communications, and brand teams, promoting the breadth of services and plans delivered for Aucklanders. With a background in senior roles at TVNZ, Tim understands both the mechanics of brand and the emotional resonance of public service.

“We’re all trying to do ‘good’ by doing big, difficult things to make a real difference in people’s lives,” he says. “They’re sometimes knotty and always worthy challenges, so when we get it right, we should take a moment to recognise and enjoy that. Sharing our knowledge, successes, and near-misses as a sector is how we’ll all learn, support and get better together.”

Bowden adds, “In their advisory roles, the co-chairs provide strategic counsel and serve as trusted bridges to our stakeholder communities. Their insights ensure The Worthies remains courageous, inclusive, and future-focused.”

Awards now open for entry

The Worthies Awards are now open for submissions until the end of November 2025. Eligible entries include any work commissioned or executed by a public sector entity or their agencies, with an eligibility period spanning 18 months — from January 2024 through November 2025.

The theme of the Worthies Conference is Connection. The conference is held on March 5, the same day as the awards.

“There is something elemental in coming together physically, in person” says Bowden. “Over the next three weeks, we’ll be unveiling our full speaker line-up, it’s shaping up to be the hottest ticket in Wellington.”

To learn more or submit an entry, visit www.theworthiesawards.com

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