CulturePRO Masterclass 2017

24 and 25 August 2017     /    Ōrākei Marae     /    Auckland

The inaugural CulturePRO Masterclass was a two-day event that focused on helping businesses and organisations strengthen their cross-cultural communications and engagement with Māori and Pacific stakeholders.

Held at Ōrākei Marae in Auckland, the event examined how organisations and groups act and interact when working with Māori and Pacific communities. Discussions included the impact of culture on perception and subsequent interactions and a look at cultural competence to identify and manage working with culture, language, experiences and expectations.

By attending the CulturePRO conference attendees learned how to:

  1. Analyse their organisation's communications policies and strategies to assess their cultural awareness strengths and weaknesses

  2. Deal with intertribal dynamics in a corporate setting

  3. Turn statutory obligations to engage with Māori and Pacific peoples into positive opportunities

  4. Deal with cultural diversity in the workplace

  5. Interpret data to connect successfully with Māori and Pacific communities

  6. Transform their business through improved cultural communications and engagement

  7. Find solutions when they're stuck with implementing their Māori or Pacific engagement policies

  8. Assess where iwi are in the treaty settlement continuum

  9. Appreciate the impact of Māori and Pacific engagement on productivity and their bottom line

  10. & much more

Photos from the Masterclass



2017 Speakers

Iulia Leilua - Managing Director Brown Pages

Iulia is of Māori (Ngāti Hāua, Ngāti Hekeāwai) and Samoan descent and has been a director of Brown Pages since 2001. She is a multi-award winning journalist, public relations consultant and entrepreneur. Iulia has worked extensively with Māori and Pasifika communities in New Zealand and throughout the Pacific region for three decades. She also worked for her iwi as secretary of the Ngāti Hāua Iwi Trust in Taumarunui (2004-2016).

Iulia was a founding member of TVNZ's Māori Department where she worked as a journalist on Pacific show ‘Tagata Pasifika’ (1987-1997). She later ran her own PR company (2001-2012) serving a range of clients including TVNZ, Pacific Business Trust, Māori Television, Pacific Islands Chiefs of Police, FSANZ, Ministry of Health, Auckland Council etc. Iulia returned to journalism with Māori Television’s award-winning current affairs show ‘Native Affairs’ (2009-2017). More recently, Iulia completed a term as Head of News and Digital Content at Pacific Radio News.

Rangimarie Hunia - Chief Executive of Ngāti Whātua Ōrākei Whai Maia

Rangimarie is the Chief Executive of Ngāti Whātua Ōrākei Whai Maia, the organisation charged with advancing the cultural, social, development and environmental aspirations of the hapū.

Rangimarie has held a number of governance roles in commercial, iwi, social enterprise and education areas as well as running her own business.

She is a director of Te Ohu Kai Moana and is also on the Commercial Board of the Institute of Directors.

Rangimarie was previously a director of the Ngāti Whātua Ōrākei Trust and holds a Masters of Commerce.

Sina Wendt-Moore, Chief Executive Leadership New Zealand

Sina Wendt-Moore is the CEO of Leadership NZ and an Alumna of the 2008 Leadership NZ Programme.  A Pacific woman of Samoan, German and English heritage, Sina has lived and worked in Aotearoa for the past 30 years. Sina is committed to helping grow a generation of authentic and ethical leaders for 21st century leadership, and works to develop leadership, governance and the strategic capability of organisations and communities. Her leadership and governance experience spans 25 years, across commercial, public and social-profit sector.

Sina previously held executive roles in sales management, learning and organisational development with Telecom Directories, and the NZ Institute of Management before her appointment as founding Chief Executive for NiuFM and the Pacific Media Network - the first national Pan-Pacific radio broadcasting network. From 2003–2009 Sina led a team that built the broadcasting services that enabled her to connect and positively impact Pacific communities across New Zealand.

Through Leadership New Zealand, her mentoring and consulting work, and numerous board roles (which have included YWCA AotearoaNZ, Pacific Music Awards, AUT Business Industry Advisory Committee, PACIFICA Auckland, and appointbetterboards), Sina is directly able to fulfil her purpose to influence and empower a diversity of leaders across society.

Shamubeel Eaqub - Economist, author and thought leader.

Shamubeel Eaqub is an experienced economist who makes economics easy. He is also an author, columnist, media commentator and a thought leading public speaker.

He has over a decade of experience as an economist in Wellington, Melbourne and Auckland in leading international banks and consultancy. He is a partner at Sense Partners – a boutique economic consultancy.

He lives in Auckland with his wife and son. He grew up in Canterbury and holds a BCOM with Honours in Economics from Lincoln University.

Andrew Melville - Founder The Weave and Spoke

Andrew Melville comes from a Scottish/English/Pākeha heritage, born in Whangarei and raised in Auckland and Wellington. He started his career as a third generation journalist working for Radio New Zealand, and moved on to roles lecturing in journalism and Public Relations at AUT University, and pioneering community engagement practices at Waitakere City in the 1990s.

14 years ago, Andrew started his own communication and engagement agency. He has developed iwi engagment strategies for organisations such as NZTA, Auckland Transport, and Auckland Airport, and delivered communication strategies and training programmes for a number of government, corporate, iwi, and not for profit organisations. These range from The Warehouse, AUT, and Waterview Tunnel project to Te Rūnanga o Ngāti Whātua, Te Hā Oranga and Te Wānanga o Aotearoa. In 2015, Andrew facilitated an engagement process that founded the successful ARA project, connecting 100s of young Māori and Pasifika youth with jobs on Auckland Airport infrastructure developments.

Jennifer Ward-Lealand - Award winning Actress, MC, Reo Māori Speaker

A multiple award-winner, including an ONZM for services to the community and theatre, Jennifer has been acting since she was a child. A mother of two she is also a gifted singer and as partner to Michael Hurst, Jennifer is one half of the most powerful theatrical duos in the country.

As trust board member of the hip Silo theatre and co-director of her own theatre company, the Large Group, she’s business savvy too. Jennifer is an emissary for the acting community as President of NZ Actors Equity.  Her interests are wide-ranging from te reo Māori to travel.

Saveatama Eroni Clarke
Cultural and Relationship Manager for Le Va

Better known as Eroni Clarke, All Black legend, Eroni has played rugby for the Auckland Blues, the Highlanders, the All Blacks and Manu Samoa. He made 154 appearances for Auckland and is one of the most capped players in rugby union history. Yet he is so much more than that.

Since retiring from international rugby, Saveatama Eroni Clarke, has committed his energy to improving health outcomes by providing support to building a strong and capable workforce that enables communities to reach their full potential.

His role as Cultural and Relationship Manager for Le Va is about fostering leadership and developing relationships across Pacific communities. This commitment is enhanced by his work in pastoral care and support services. He began his social services career as a counsellor in Alcohol, Drug and Gambling.

He has served the community in a governance level from the Pacific Business Trust to sports organisations and local church boards. His current work serving the Pacific health workforces and Pacific communities is his most rewarding to date.

Ātene Andrews
Kaiwhakahaere Whakarata Māori / Manager, Pharmac Māori Responsiveness

A Tipene old boy, teacher and former Deputy Principal of St Stephen’s School, Atene once locked the Auckland Third Grade U21 side with Gary Whetton. Atene’s first son Sam was born on Niue, while he was HOD English there. A wannabe global traveller, Atene also attended the April 25 2015 Centennial Celebrations at Gallipoli.  This coincided with visiting the small French village of Staple, Nord du Calais, to commemorate the death of his great-grand uncle Charlie Hillman of the Native Pioneer Battalion. Bonjour mes amis!

Pale Sauni – Pasifika Cultural Consultant

Pale Sauni is Samoan born. His villages are Faleula and Faleasiu. He has a background in social work and has spent 30 years working in the health, education and social services communities in Auckland. His work also has a special focus on Pasifika and Māori communities.

Pale has strong management experience and has consulted, designed, established, developed and maintained mental health services and education providers to engage and raise capability for Pasifika communities.

He is an expert in engaging audiences and is currently the Pasifika consultant in the ‘He Taunga Waka’ project funded by Ako Aotearoa. Pale is a Pasifika researcher and evaluator and spends many hours in interviewing, writing up transcripts, analysing and report writing in this role.

Pale believes that if Pasifika communities are engaged safely and appropriately, then trust and long-term relationships can be built – providing a foundation for excellent outcomes and success.

Kirstin Te Wao – Diversity & Inclusion Lead, Vodafone New Zealand

Kirstin Te Wao is Vodafone New Zealand’s Diversity & Inclusion Lead, appointed to the inaugural role in May 2014.

Kirstin is responsible for the development and execution of the Diversity and Inclusion Strategy, and programmes that focus on Vodafone’s strategic priorities.

In 2011 Kirstin led Vodafone’s inaugural celebrations for Te Wiki O Te Reo Māori (Māori Language Week), which triggered the beginning of her career journey across Customer Operations, Technology and now, Human Resources.

Kirstin’s tribal affiliations are to Ngāti Rangiwewehi, Ngāti Rangiteaorere in the Rotorua region and Ngāti Mahanga and Ngāti Whawhakia in the Waikato area.

Born and raised in the Tāmaki district among the whānau of Ngāti Whātua ki Ōrākei, Kirstin has two children and is currently completing a Post-Graduate Business Diploma in Māori Development at the University of Auckland.

Fonomaaitu Tuvalu Fuimaono - Adviser Pacific Responsiveness

Fonomaaitu (Fono) is of Samoan, Fijian and Tuvaluan heritage.  He carries the matai tulafale/orator title of “Fonomaaitu” in the Sa Tofaeono family of Moata’a in Samoa. He is genealogically connected to the villages of Salani, Vaiee, Faleasiu, Eva and Fagaloa.

Fono comes to PHARMAC from Te Ara Institute of Canterbury, where he was their Workforce Development Representative-Pacific & Māori Focus. He has a career background in workforce and social development and has held various Pacific community and work related leadership roles during his career.

Fono leads the work within Pharmac of engagement with Pacific communities and the implementation of the Pacific Responsiveness Strategy 2017-2026. His role also includes finding balance and authenticity for Pasifika with Te Āo Māori.

Fiona Cassidy (Major, Retired)
Public Relations Institute of NZ (PRINZ) - Chair of College of Fellows

With over 25 years in communications and public relations Fiona is recognised as one of New Zealand’s senior communications professionals.

Appointments she has held include General Manager Porter Novelli, Director of Communications New Zealand Defence Force, Marketing and Communications Manager Tectra and Strategic Communications Manager Te Puni Kōkiri - Ministry of Māori Development.

Fiona is a current elected board member on the international Global Alliance for Public Relations and Communication Management which has over 30 countries involved and represents 160,000 members.

Fiona is the Chair of the College of Fellows for the Public Relations Institute of New Zealand (PRINZ) and a former President. She is also actively involved in the Community Communications Collective which provides volunteer services to Not For Profits.

She holds a number of other Director and Board appointments on business, government and not-for profit organisations.

Fiona has a Master in Business Studies endorsed in Communication Management and a Master in Philosophy endorsed in International Relations and Defence Studies.

Maru Samuels, General Manager, Iwi Collective Partnership (ICP)
Ngāi Te Rangi, Te Rarawa, Ngāi Takoto

Former Auckland local government employee, Iwi manager and now ICP general manager, Maru Samuels, brings a unique perspective on the world of Iwi governance and management.

Maru’s presentation will provide practical insight into the establishment and maintenance of the ICP as the greatest commercial collective of Iwi in Aotearoa, and possibly the world!

Raised on Matakana Island and with whakapapa connections to Tauranga Moana and the Far North, Maru is passionate to see the rangatiratanga of Māori restored within a thriving New Zealand seafood industry. With qualifications in environmental law and management, Maru sits on various iwi fisheries and industry boards.

Maui Hudson - Te Mana Raraunga Māori Data Sovereignty Network

Maui Hudson (Te Whakatōhea, Ngā Ruahine, and Te Māhurehure) is an interdisciplinary researcher who focuses on the application of mātauranga Māori to decision-making across a range of contemporary contexts from new technologies to health, the environment to innovation.

He leads projects funded through the HRC, MBIE, Ngā Pae o te Māramatanga and the National Science Challenges (Healthier Lives, Science for Technological Innovation).

Maui is an Associate Professor in the Faculty of Māori and Indigenous Studies at the University of Waikato and is a founding member of Te Mana Raraunga, the Māori Data Sovereignty Network.

Stella Muller - Director and Chief of Enlightenment for Bright Sunday (4pi Ltd)

Amatailevi Stella Muller is the Director and Chief of Enlightenment for Bright Sunday (4pi Ltd).  Based in South Auckland, Bright Sunday is a digital marketing and communications agency fanatical about backing people, organisations and communities to unleash their greatness.

Stella is an experienced marketing communications strategist, creative, and communications
practitioner who is recognised as an expert in Pacific marketing communications.  Her clients include a range of government departments including the Ministry of Social Development, Ministry of Education and the Health Promotion Agency.

During her 15-year career, Stella has been behind some significant campaigns including the national HPV immunization rollout (MOH), Recognised Seasonal Employer (RSE), PowerUP (MOE), YTribe (HPA); and at the NGO level: Culture Club (PEC), Mama’s House (AH+), Taha Bubba’s World (TAHA), and SPARK (Village Collective).

More recently Stella has been working in the food marketing space with a mission to support more Pacific products to launch and build a global following. She is also the co-founder and creative mind behind the Hot Samoan Boys Chilli sauce brand and XOX Pacific Ltd.

Stella has a Bachelor of Communications (BAC) from Manukau Institute of Technology and is a member of the Public Relations Institute of New Zealand (PRINZ), NZ Marketing Association and the Pacific Island Media Association (PIMA). This year, Stella was recognized for her business acumen and achievements, and was selected to participate in the Ernst Young Winning Women Entrepreneurs Programme.

Toeolesulusulu Damon Salesa - Associate Professor and Head of Pacific Studies, University of Auckland.

Toeolesulusulu Damon Salesa is a prizewinning scholar who specializes in the study of colonialism, empire, government and race.  With a particular interest in the Pacific Islands, he also works on education, economics and development in the Pacific region, as well as in New Zealand and Australia.

After studying at the University of Auckland, he became the first person of Pacific Island descent to become a Rhodes scholar to Oxford. In 2012, his book 'Racial Crossings: Race, Intermarriage, and the Victorian British Empire' won the coveted international Ernest Scott prize.

He is currently Associate Professor of Pacific Studies at the Centre for Pacific Studies, University of Auckland, where he is also head of Pacific Studies, and Co-Head of Te Wananga o Waipapa.  Previously he was Associate Professor of History, American Culture, and Asian/Pacific Islander American Studies at the University of Michigan, Ann Arbor.