People and places are at the heart of what we do at from-left-field.
Honouring what they have to offer, as well as what they need to truly flourish, is one of the foundations on which from-left-field is now built. Working alongside great people and enjoying great places is what makes every day, and every project, a beautiful experience.
Born and raised in England, founder and chief values advocate Nick Tucker is from-left-field. He's worked in the marketing communications industry since the mid-1990s, and he both manages the business and takes the lead in all tailored consultancy. He also has direct contact with everyone who comes through the positioning process workshops.
Nick cares...a lot. He cares that those we partner with have a great experience and move on feeling heard, connected and fulfilled. He cares about how things are done, the impact they have on the people and places they touch, and that what we're doing will make the world a better place to live in. For us, and for future generations.
And he loves being outdoors, in amongst nature, exploring the wonderful environments that New Zealand (his home since 2005) has to offer. Whether it's tramping (hiking) in the back country, an off-road mountain bike adventure, or trail running in a pair of five-fingered shoes, he'll usually have a smile on his face and a family member or two by his side.
When it comes to delivery of brand and positioning assets, requirements for content and design change with every project. So with a world of skilled specialists available at the touch of a keyboard, the business model at from-left-field is more collective than agency. It gives the flexibility to work with the freelancers best suited to deliver on each specific project, and the ability for them to work wherever – and however – they work best.
It also means that we can dovetail seamlessly with any in-house or existing agency resources already in place. If the required capability is already there, let's maximise the value of that existing relationship, and add additional resource only if it's needed.
Evolving steadily since its inception in 2000, the business was reborn as from-left-field in 2009 to provide a platform from which founder Nick Tucker could deliver a more focused range marketing communication services.
And the nature and direction of the business began to evolve once again in mid-2017. Prior to that, the focus had been on content advice, support and delivery. Plus the implementation of systems aimed at maximising the value of the content produced across multiple channels.
But as the marketplace evolved, including the proliferation and rise in importance of digital channels, new opportunities were opening up. The skills developed in crafting and delivering compelling 'story' at the content level were increasingly needed at a higher level to develop effective strategies that delivered the right message to the right audience at the right time.
So the work now is to explore and define the core values, identity and offerings of the wonderful people and organisations we work alongside. The result is truly authentic positioning and messaging matched to a customer experience that leads to long-standing loyalty and trust.