Founded in 2014, The Spinoff is New Zealand’s fastest growing media startup, amassing a monthly New Zealand audience of over 500,000 in less than three years.

We’ve assembled a team of agenda-setting journalists and critics, working across text, audio and video to create a true 21st century media brand. In just two years, The Spinoff has been nominated for 24 Canon awards, winning six. Our growth has been driven by a creative editorial style and innovative business model, emphasising long-term relationships with like-minded brands and a close connection with a young, educated and urban audience. Duncan Greive won both NZ Marketing Magazine’s Editor of the Year and the People’s Choice title for Editor and Media Visionary in their media issue, July 2017. The Spinoff also claimed the title for Digital Media Brand of the Year as well as the People’s Choice title for the same award.

Right now, every left-leaning, media-savvy, university-educated hipster you know (and probably their baby boomer parents) are reading the The Spinoff. The website is the rising star of New Zealand journalism: smart and stylish, the toast of Twitter, hitting the strong, provocative and often feminist notes readers would appear to lap up.

Sunday Magazine, August 2016

Our Staff

Duncan Greive
Editor & Publisher

Duncan Greive

Duncan Greive is founder and editor of The Spinoff.

Kerryanne Nelson
General Manager

Kerryanne Nelson

Kerryanne Nelson is GM of The Spinoff and manages all new business and commercial relationships.

Ashleigh Bogle
Account Manager

Ashleigh Bogle

Ashleigh Bogle is an account manager at The Spinoff. She works across commercial sales, finance, project management, analytics and reporting across all clients. In her spare time, she likes to dabble in video production.

Toby Manhire
Senior Editor

Toby Manhire

Toby Manhire is senior editor at the Spinoff. He also writes columns for the NZ Herald and with other people called Toby for RNZ.

Alex Casey
Television Editor

Alex Casey

Alex Casey is the Television Editor at The Spinoff. After working full-time as projectionist at TV's sworn enemy 'the movies', she jumped ship to a smaller screen, and is stuck there now.

Henry Oliver
Music Editor

Henry Oliver

Henry Oliver is the Spinoff's music editor and an aspiring liner note writer.

Emily Writes
Parents Editor

Emily Writes

Emily Writes is editor of The Spinoff Parents. She is a mother of two, the best-selling author of Rants in the Dark - From One Tired Mama To Another, writer and speaker.

Simon Wilson
Auckland Editor

Simon Wilson

Simon Wilson is the editor of The Spinoff Auckland and a former editor of Metro and Cuisine.

Steve Braunias
Books Editor

Steve Braunias

Steve Braunias lives in Te Atatu and works at the New Zealand Herald, and as editor of the Spinoff Review of Books. He is the author of nine books, including The Man Who Ate Lincoln Road.

Simon Day
Partnerships Editor

Simon Day

Simon Day (Tainui) is the Spinoff’s partnerships editor. He previously worked for World Vision where he covered the civil war in South Sudan, the Syrian refugee crisis and the effects of poverty in Papua New Guinea. Simon has worked as journalist for Fairfax Media.

José Barbosa
Staff Producer

José Barbosa

José Barbosa oversees all The Spinoff's video and audio content. He's previously worked for 95bFM as the station news director and has been a reporter for TVNZ7's Media7. In 2015 he wrote and directed the documentary series The Naughty Bits about NZ's history of censorship.

Catherine McGregor
Production Editor

Catherine McGregor

Catherine McGregor is the Spinoff’s production editor and social media manager, which means she writes headlines and then tries to get you to click on them. She used to work at Metro magazine but no longer has any opinion on schools or restaurants.

Madeleine Chapman
Staff Writer

Madeleine Chapman

Madeleine Chapman is a staff writer and podcast producer at The Spinoff. She has done nothing else of note.

Calum Henderson
Staff Writer

Calum Henderson

Calum Henderson is a staff writer at The Spinoff and television columnist for NZ Herald.

Don Rowe
Staff Writer

Don Rowe

Don Rowe (Ngāi Tahu) is a staff writer at The Spinoff. He was the 2015 Canon Media Awards student journalist of the year and the 2017 junior long form feature writer of the year. He is happiest watching nature documentaries and cage fights in that order.

Leonie Hayden
Staff Writer

Leonie Hayden

Leonie Hayden (Ngāti Whātua o Kaipara) is a staff writer at The Spinoff specialising in te ao Māori content. She is the former editor of Mana and Rip It Up magazine.

Sam Brooks
Staff Writer

Sam Brooks

Sam Brooks is a playwright, journalist and person who would really like to be able to call himself a lip-sync artist. He has seen too many episodes of too many shows you haven't heard of.

Scotty Stevenson
Senior Sports Writer

Scotty Stevenson

Scotty Stevenson is a senior sports writer for The Spinoff, and a commentator and columnist.

Our Audience

What We Offer

There are various ways to work with The Spinoff. On our platform we can create campaign-style, or ‘always on’ sections which pursue conversations relevant to your brand. Alternatively, we can create custom content for your own channels, tailored to your audience and hitting specific, mutually agreed communication messages. We’ll work alongside a range of award winning writers and producers to bring your stories to life.


How we work

Section ownership

Complete brand ownership and association of all content within specific sections, including branded editorial accompanying each story linking to the brand partner’s site.

Sponsored stories

One off pieces or longer content series in the form of opinion pieces, feature interviews, or case studies. Here’s a piece from a series we produced for Auckland Tourism, Events and Economic Development (ATEED) on GridAKL.

Video production

Branded video pieces or series featuring animation, interviews, infographics and illustration. Video is featured both on our site and within our social media channels. Watch the series we created alongside with Kiwibank on The New Economy.

Podcast sponsorship

Brand partnerships across existing podcast series, or bespoke conversations which can include panel discussions, debates and interviews. Opportunities for these to also be livestreamed on social channels for wider exposure. We currently produce a number of different podcast series including Business is BoringOn The RagDear Mamas and Gone By Lunchtime.

Social media amplification

Every piece of our content is leveraged via social media – FacebookTwitter and Instagram, with a dedicated media spend per post, to help amplify its reach.

Content ownership

All pieces of sponsored content are produced with versatility and longevity in mind. They can be used for further promotion through sponsors’ own channels, further expanding their reach and engagement.


We’d love to talk to you about how we can work with your brand.
Contact our GM Kerryanne Nelson
kerryanne@thespinoff.co.nz / 0273343505

The Spinoff Custom

Imagine a world where your customers looked forward to receiving your marketing. What if they heard from you via EDMs, social channels, podcasts and video – and shared that content with their friends? Content marketing is becoming essential for brands to tell their stories and engage with customers.

The Spinoff Custom produces high quality content for brands. We work with some of New Zealand’s best writers and photographers to produce Barkers’ 1972 magazine, a Canon Award-winning magazine. We also supply smart, provocatve content for RugbyPass, an international rugby union and league streaming platform. We make video and written content for Flight Centre too, deployed across their blog and social channels.

“Using content to build unique, authentic experiences is so important because it builds the trust essential to attracting and keeping customers in our time constrained, budget-constrained, media-saturated world.” Forbes Insights & PwC Content Survey, January 2016 Talk to us today about what you’d like to create.

kerryanne@thespinoff.co.nz / 0273343505

ashleigh@thespinoff.co.nz / 0211486603

Brands we work with and what they think

Lizzie Havercroft 
Partnerships Manager, Spark

Faced with a generation of walking ad-blockers, brands looking for love have no choice but to invest in quality storytelling. With The Spinoff, we cut through with authenticity as friends. We’re so proud to partner with New Zealand’s smartest writers and people who truly understand who we are and our vision. We trust their talent and values implicitly - because that’s the magic that consistently delivers mind-blowing engagement results (you know, the ones that matter). 10/10 would partner again.

Clayton Foster 
Content Manager, Kiwibank

We approached The Spinoff to produce a series of videos that would engage with economic issues in a way that wouldn’t put people to sleep. Through working with The Spinoff production team and economist superstar Shamubeel Eaqub, we were able to develop, in a very organic way, a series of videos that were authentic to all involved and hit the mark with the audience. The Spinoff production team were very easy to work with, responsive to feedback and expert in knowing exactly how to engage with their core audience on topics that, at first glance, might appear to be outside of the expected sphere of interest.

Vanessa Young 
The MacDiarmid Institute

We are delighted to have been able to help The Spinoff set up a science section – for the chance to get lively-written science stories in front of The Spinoff’s young and engaged (and growing) audience. The science section has also given us the opportunity to get some well written and accessible sponsored stories by a Spinoff writer on MacDiarmid hi-tech materials science and innovation – an area of science not commonly read or understood by young New Zealanders – in front of this audience. The team at The Spinoff is great to work with; responsive and smart. They quickly understood our vision for the science section and have worked closely with us to ensure that it has been as we hoped, at every step of the way.

Brenna McGuinness 
General Manager, BON Tampons

After BON began sponsorship of The Spinoff’s: On The Rag podcast, we noticed an 37% increase in traffic over the next 24 hours. And it continued! Our decision to sponsor the podcast has given us great marketing opportunities - we reached new customer base and saw real sales as a result. We love the content The Spinoff creates and it continues to be a great fit for our brand.