Our Thinking

Our strength is in understanding how brands, consumers, business, Government and communities interact. We identify and make connections where others don’t, taking an integrated approach across earned, owned and paid channels. We create conversations that matter.


Acumen Edelman
Trust Barometer

The Trust Barometer examines levels of trust in society and credibility in the institutions of businesses, non-government organisations (NGOs), media and government. It is an important tool for institutions to understand and better able to connect with society.

Trust Barometer

An informed voice for business

As a business that advises other businesses around the world, with a finger on the pulse of global economies, EY is in an almost unrivalled position to provide guidance to New Zealand businesses facing challenges resulting from COVID-19. To demonstrate its depth of expertise, Acumen has been working with EY executives to share their knowledge and be a voice for large businesses in New Zealand’s economic recovery narrative.

How building relationships secured the largest investment in trades and apprenticeships

Apprentices are always among the hardest hit in any recession. Rebuilding the economy will require building homes and other infrastructure, which requires as many skilled workers as we can get. Together with construction industry body BCITO, we worked to ignite a conversation with the Government and industry leaders across a range of sectors, resulting in the largest ever Government investment in trades and apprenticeships for generations.

The art of content creation – effective brand storytelling

Acumen worked with content creators Antonia Prebble and Josh Thomson to ‘describe the taste’ of Cadbury Dairy Milk Marble which launched during lockdown. After lighting up social, the campaign reached more than 5.2 million people and helped catapult sales well beyond projections.