I've seen what they do with your money.

Ron Sneddon

I've spent 35 years inside NZ media — buying it for clients, selling it for broadcasters, and running an agency that did both. I've sat at the table where the rebate deals get done. I know what the sales pitch sounds like before you hear it. And I know what it costs the person on the other side.

Super was founded in 2014 based on my extensive knowledge of the market. I realised that the only way to give genuinely independent advice was to build a business that speaks the truth and always has you, the customer as its core focus.

What “independent” actually means

A lot of agencies use the word. Very few are structured to back it up. Here is exactly what it means at Super:

• No holding company — no parent organisation with its own financial relationships to protect
• No platform partnerships that create an incentive to recommend one channel over another
• One financial incentive: a client who gets results

How we use AI for your business

Most agencies that mention AI are doing one of two things: using it to produce content faster, or putting it in a pitch deck to sound modern. Neither changes anything for the client.

At Super, AI does the analysis work — reading media mixes, benchmarking channel costs against NZ market data, processing audience behaviour at a speed no human analyst can match. That frees the judgement side for me to apply directly: the part that knows when a media plan is technically correct but strategically wrong, or when an audience assumption hasn't been tested against reality.

Superscan is the clearest example. What used to take days of senior analyst time now takes 30 seconds — which means independent media analysis is no longer something only large advertisers can justify. That matters. Most of the money getting wasted in NZ advertising isn't in big corporate budgets. It's in small ones where nobody's watching closely enough.