We sat down with Jo, Founder and Managing Director of Charm Group, an independent creative agency based at Formery East. Charm works with ambitious, often time-poor brands, combining smart strategy, creative thinking and flexible marketing support to help businesses grow – without the layers and complexity of a big agency.
For those who may not know Charm yet, how would you describe what you do and the kind of work your team specialises in?
Charm Group is an independent creative agency based in Formery East, Auckland CBD. We help hardworking brands grow by providing smart strategy, creative thinking, and output, along with a client service team known for its ethos and efficient delivery. Our clients are often busy, lean, marketing teams under pressure as they work to achieve more with tighter budgets and seriously ambitious goals in our challenging economy. We combine our full-service capability with the flexibility of fractional support, allowing us to scale up or down as needed for our clients, keeping our retainers smart & hard working. Whether it’s a brand refresh, campaign rollout, or ongoing marketing support, we focus on results, consistency, and delivering work that makes life better and easier for our clients.
Can you tell us about your career journey and what first drew you into the advertising industry?
I started my career in service‑driven industries, where I learned the value of relationships, responsiveness, and results. That foundation led me into marketing and creative services, where I discovered just how powerful clear communication, sound strategy and clear insights can be for producing exceptional work and strong business growth. Over the years, I’ve worked with people (and brands) across many sectors, but what’s shaped me the most is seeing our creativity and strategy combine to genuinely transform a business, and just how much joy it can bring when partnered with equally committed, passionate and caring clients. Fortunately, I realised very early in my career that building trust was my driver naturally, as it simply is at the centre of every successful and healthy relationship.
What inspired you to start Charm, and what were you hoping to build from the outset?
When I started Charm more than 26 years ago, I wanted to build a business that felt human, not driven by profit only, but one where clients could rely on my senior expertise, honest advice, and genuine partnership. Further down the track, I began to see a gap between large global agencies with layers of process and the smaller studios that lacked scale. Charm was committed to creating the bridge to fill that gap: a full‑service agency with the agility to flex around each client’s needs. I have always maintained an optimistic, can-do anything approach to everything we do, and get a genuine thrill in solving those apparently unsolvable challenges/problems for my clients. I felt that clients deserved to be heard, that WE needed to flex our approach in order to do our best, rather than say it isn’t the way we do things.
Charm has a strong sense of identity – how have your values influenced the culture and the way the team works today?
Our values are simple: integrity, collaboration, and energy. We care deeply about doing the right thing, working closely with clients and partners, and bringing our contagious enthusiasm to every project. We’re a small senior team, so everyone takes ownership and pride in the work. That culture of trust and accountability means clients know we’ll always deliver -and we all enjoy the process, not just the success.
When you look at your team now, what makes you most proud?
I’m proud of how experienced and committed our team is. Everyone at Charm brings both strategic thinking and creative skill, but more importantly, they care about our clients’ success. We’ve built long‑term relationships based on trust, respect, and results, and that’s something I’m incredibly proud of. It has to be said that it has been a really tough period for our agency over these last years, and we have had our fair share of knocks, but their unwavering commitment to Charm means more than I can say.
How does being part of a wider business community at Alberts influence your team – whether that’s through connection, inspiration, or unexpected conversations?
Being part of the Alberts community gives us a sense of connection beyond our own projects. We love the energy that comes from being surrounded by other ambitious businesses. The shared spaces can spark conversations and collaborations that wouldn’t happen elsewhere – it’s a great environment for creativity and perspective.
What was important to you when choosing a home for Charm, and why does Alberts feel like the right fit?
We wanted a space that reflected who we are: professional, creative, and people‑focused. Alberts offered that balance perfectly – a place that feels both polished and welcoming, with a strong sense of community. The flexibility of the Formery model suits the way we work, and the friendly environment genuinely lifts our team’s energy and productivity.
From building a values-led agency to navigating the challenges of running a business over many years, Jo’s story is one of resilience, trust and genuine partnership – and a reminder of the power of people-first leadership.