Paid media is a tax on a bad idea.
If your content cannot earn distribution, no amount of CPM is going to fix it. Pay the tax if you must. Stop confusing it with strategy.
About attn:seeker
we build attention. then we build a business on it.
An organic social media agency built in Aotearoa, working with brands worldwide. We think paid media has been a long, expensive nap. Wake up.
What we believe
Six opinions.
Held loud. Argued for. The reason brands hire us is usually one of these. The reason brands fire us is usually a different one of these. Either way.
Distribution is a creative discipline.
The hook is the strategy. The thumbnail is the strategy. The first three seconds is the strategy. Everything you call strategy is downstream of these.
Most brand marketing is ad-shaped fear.
Made for nobody, by committee, against the off-chance somebody senior dislikes it. We can tell on first frame. So can your audience.
Comments are the second post.
Most brands ship and bounce. We treat the comment thread as half the work. The reach you give up by ignoring it is genuinely embarrassing.
Daily beats perfect.
Three rough videos a week beats one polished thing a month. Always. Brand teams who refuse this principle do not have a content problem; they have a fear problem.
We don't sugarcoat. Ever.
You're not paying us to say yes. You're paying us to fix the problem. If the work is shit, or the brief is shit, we will say so on the first call. It's not personal. It just gets us to the right answer faster.
How we got here
The short story, in one go.
I was running hotels for a living. Took my first holiday in two and a half years (India, with my wife) and the owners started emailing, essentially abusing me, telling me I should be at work. The hotel was fine. It had just had its best January on record: more profit in one month than the place had booked in revenue any previous year. That was the moment I knew I had to do something for myself.
I didn't come from social media. I came from hospitality. But I had taught myself LinkedIn. We moved back to New Zealand and I started building a brand on it. Five or six coffees a day, four or five networking events a night, six days a week, October 2019 onwards. Six months later, March 2020, the pandemic shut everything down. People started messaging asking if I could help them on LinkedIn the way I'd helped myself. I started charging.
That became the whole philosophy: what we do for clients, we have already proven on ourselves first. A year in we were seven staff. A few years in, fourteen. We jumped onto TikTok and hit 300k in three months. A year later, 700k on TikTok, 300k on Instagram. We added podcasts and YouTube and kept building audiences in public. Then we sold that exact playbook to brands. Today our own channels run a combined 1.5 million followers, and growing.
Alongside the agency, the brand side took off, webinars, workshops, installations, coaching, and now sits almost as big as the client business. None of which gets built without the team. Every hire we have ever made was the best person we could find for the seat, and the culture is the thing I'm proudest of. The work is downstream of that.
Live · 2026SH · Auckland
Stanley
Henry.
Founder · CEOThe founder
The person at the front of it all.
Stanley and Claire Henry founded attn:seeker in 2019.
The shop has grown to 35+ people. Stanley is the face on a lot of it, but the work is the team's. He'll tell you that himself, on most days.
The roster.
Claire Henry
Co-founder
Aleisha Stevenson
Head of Operations
Becca Stevens
Executive Assistant
Conor Ritchie
General Manager
Nathan James
Executive Creative Director
Abdel Khalil
Brand & Marketing Executive
Devin Pike
Copywriter
Tyla-Jade Browne
Head of Production
Don Angel Panganiban
Video Editor
Emily Curtis
Community Coordinator
Madeleine Robertson
Community Coordinator
Maddie McCarthy
Content Creator
Paris Foskin
Community Coordinator
Kevan Hedwig
Director of House
Logan D'Souza
Internal Content CreatorBy the numbers
Seven years. What we have to show for it.
Real numbers. Not rounded. The specific ones we picked because we are willing to defend them on a Wednesday afternoon Zoom call. Updated quarterly.
07
Years · operating, independently, in Auckland.
200+
Brands · shipped through Agency, fully retained.
30k+
Readers · subscribed to YAP, our daily newsletter.
1.2B
Views · a year for our clients.
The office
Two floors, one cafe, off Ponsonby Road.
A classic two-storey Grey Lynn building turned office, just down from Ponsonby Road. We took the lease in May 2025. Walk in and the first thing you see is our cafe, full proper coffee machine sponsored by Flight Coffee, and a mezzanine looking down on the floor below. Drop in any time.
01 / 05The cafe. First thing you see. Real coffee, every day.
02 / 05The podcast studio. Where YAP gets recorded.
03 / 05The grandstand. Tiered seating for events.04 / 05The whisky room. Not actually whisky. Couches.
05 / 05The kitchen + 19 car parks. The basics, sorted.Want a nosy? Come over.
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