Yarn and ABEL lead the evolution of independent creative agencies

Independent creative agencies Yarn and ABEL are highlighted as part of an evolving industry model that prioritizes agility and long-term client partnerships over traditional large-scale networks.

Yarn, led by Co-Founder Matt Sellars, focuses on culturally sharp work designed to generate organic social media engagement and editorial coverage. The agency provides strategy, design, and production services for clients including Air New Zealand, Tourism New Zealand, and My Food Bag.

ABEL operates as a trans-Tasman collective, positioning itself as an in-house style partner for businesses. The agency emphasizes stability in its teams and has maintained long-term relationships, such as with Macquarie Bank. ABEL also utilizes generative AI to develop bespoke tools, including agentic focus groups and localized brand asset production.