CB Hot Suit Takes: Alex McManus, Partner and General Manager, Motion Sickness

Why It Matters

Motion Sickness’s push into global markets signals that New Zealand‑born creative agencies can compete internationally, while its socially‑focused campaigns demonstrate the growing power of purpose‑driven advertising.

Key Takeaways

• Motion Sickness created ‘Keep it Real Online’ for Te Tari Taiwhenua.
• Griffin’s ‘Life Needs a Biscuit’ campaign produced 24 films.
• Agency targets growth in Australia, the United States, and beyond.
• McManus emphasizes asking ‘dumb’ questions to stay ahead.
• Team culture driven by long‑term partnership and shared creativity.

Pulse Analysis

New Zealand’s advertising landscape has long been dominated by a handful of legacy firms, but Motion Sickness is reshaping expectations with bold, purpose‑centric work. The agency’s ‘Keep it Real Online’ initiative for the Te Tari Taiwhenua Department of Internal Affairs used provocative storytelling—faux porn stars at a family doorstep—to break down health‑communication taboos, earning praise for both creativity and social impact. Similarly, the Griffin’s ‘Life Needs a Biscuit’ platform delivered a marathon of 24 short films, showcasing the firm’s capacity to sustain high‑quality output across a massive asset library, a feat that positions it alongside larger global competitors.

International expansion is the next frontier for Motion Sickness, and McManus frames it as an opportunity rather than a risk. Penetrating Australia and the United States requires more than replicating New Zealand‑style humor; it demands a nuanced understanding of market structures, client expectations, and cultural nuances. By leveraging a universal creative philosophy—human‑first ideas that transcend borders—McManus believes the agency can win new rooms while preserving its distinct voice. The challenge lies in building scalable processes, aligning P&L targets, and recruiting talent that can translate the agency’s ethos to diverse audiences.

Beyond growth, McManus’s emphasis on “asking the dumb question” reflects a broader industry shift toward continuous learning amid rapid tech change. As AI, data‑driven insights, and micro‑moment marketing reshape how brands connect, leaders who surface uncomfortable gaps can keep teams agile. Motion Sickness’s internal culture, anchored by long‑term partnerships and a shared love for creative risk‑taking, equips it to navigate these disruptions. If the agency successfully marries its New Zealand roots with global ambition, it could become a case study in how boutique firms scale without diluting their DNA.