Meet Head of Media, Katrina Richmond

Every journey has its twists and turns. What adventures, challenges and key moments shaped your journey to become our Head of Media?

Te Whanganui-a-Tara Wellington has always been my home. I love living here even when it’s not one of those world famous but incredibly rare ‘good days’ they sing about! I have a Bachelor of Arts from Te Herenga Waka Victoria University of Wellington, with majors in English Literature and Classical Studies. That didn’t really do anything to qualify me for what has turned into a long and successful career in media! But while I was studying, I did a lot of casual work for Radio New Zealand, which led me into my first permanent media role at The Radio Bureau.

Katrina when she started at GSL Network in 2006.

After that I moved to The Radio Network (now NZME), then NZ Rural Press, and then TV3 – so I gained a great understanding of traditional media channel strengths and weaknesses. I was then approached to ‘go agency-side’ and joined the Saatchi and Saatchi Media team, which then became Starcom (part of the Publicis Groupe). And then in 2006 I joined the Hemisphere team (then GSL Network) as staff member number six.

It's been an incredible career journey to be on, through a period of substantial team growth, extensive media proliferation, company mergers, and a rebranding. I’ve had the privilege of working with some incredible people on some very rewarding projects, and I wouldn’t change a thing. [Note to self: reading this back sounds like I’m about to retire. Neither my partner nor my mortgage agrees with or supports this idea.]

When you close the spreadsheets and wrap the post campaign report, what passions and hobbies bring you joy and help you recharge?

My passions show how well I fit our ambidextrous thinking model. I love road trips around our beautiful country, photographing sunsets and, on rare occasions, aurora. I enjoy reading the latest marketing, advertising and behaviour change studies and research 🤓 And I love motorsport and hard rock/heavy metal music 🤘

Sunset over Wellington Harbour and the Hutt Valley.

We hear you shout a lot of words (some of them printable). If you had to sum yourself up in 3 words — the ones your whānau at home and work would recognise as being quintessentially Katrina — what would they be?

Supportive. Passionate. Bogan (see above).

What makes Hemisphere feel like home? Tell us about the things you love most about being a part of our Hemisphere whānau?

He tāngata, he tāngata, he tāngata. It is the people, always the people. The people I work with every day – our agency team, our media partners and our client partners.

Looking back at all the amazing mahi you’ve delivered at Hemisphere, which stands out as your crowning achievement?

After a couple of decades, there are way too many to count! I get a particular thrill from seeing the impact of our behaviour change campaigns in the real world, whether that’s helping to save lives or minimise harm to our environment. I love the constant evolution of media, and seeing how new media channel or tech offerings can be used to create effective connections with an audience. And my other favourite ‘project’ is seeing members of the team flourish and grow under my guidance.

We all have them — what’s the catchphrase that you’re known for around the office

“One moment please caller” (That’s the fit for print version. I am well known for using ‘colourful language’ 🤦)

Want to connect with Katrina? Easy. Get in touch and arrange a hui.