Christchurch is gaining momentum as an emerging hub for talent, innovation, and major events, according to John Plato, co-founder of the city-based marketing and advertising agency Plato. With nearly two decades of experience serving hundreds of clients across diverse sectors—from agriculture to sports—Plato speaks to a renewed sense of energy and opportunity in the city and wider Canterbury region.
Plato’s agency, which has grown to employ about 65 people, has witnessed firsthand the transformation of Christchurch from a city still recovering from the 2011 earthquakes to one positioning itself as a dynamic destination. Earlier this year, ChristchurchNZ launched the "Made for it" campaign that aims to recast the city not merely as a travel gateway but as a vibrant place full of promise. Plato highlights that the city now hosts a range of events and attractions, including major sports fixtures at the rebuilt stadium Te Kāha and high-profile happenings like SailGP in Lyttelton, underscoring the shift from recovery to growth.
The agency’s roots trace back to 2007, just ahead of the global financial crisis, initially focusing on the agricultural sector. The quake in 2011 forced Plato and his team to relocate multiple times amid widespread disruption. Despite challenges—including clients facing financial hardship and a mass exodus of local talent—the business recovered quickly, eventually doubling in size within months. Providing marketing services to the Canterbury Earthquake Recovery Authority (CERA) between 2011 and 2016 was pivotal, offering both reputation boost and government exposure despite the agency not being directly involved in handling public criticism of the recovery effort.
Aside from its own growth, Plato notes that many local businesses have expanded post-quake. One example is Southbase, a construction firm engaged in flagship Christchurch projects such as the redevelopment of Hagley Park and The Crossing shopping precinct, which has since broadened operations into Auckland and Southland. In finance, Mainland Capital is playing a key role in funding hotel and infrastructure projects. The aerospace and technology sectors are also rising, exemplified by companies like Dawn Aerospace and the partnership between Pratt & Whitney and Air New Zealand at the Christchurch Airport engine maintenance base. The airport itself recently announced record profits and anticipates increased international flights this summer.
John Plato emphasizes that the city retains its traditional appeal—its proximity to both ocean and mountains still enables residents and visitors to surf and ski in the same day. Rugby remains a cultural cornerstone, though the city’s social and business fabric is becoming more diverse. The new stadium has helped elevate Christchurch’s profile as a sports and entertainment destination, attracting fans nationwide.
Looking ahead, Plato and his wife Lisa are expanding their footprint beyond marketing with their MP Property company, undertaking projects such as restoring the historic New City Hotel on Colombo Street for their agency’s new headquarters next year. With offices also in Auckland and the Philippines, the agency aims to strengthen its national brand through acquisitions and scaling up, particularly in marketing and tech sectors.
Despite Christchurch’s rapid growth, Plato sees ample room for further development across its broad geographic and industrial landscape. He hopes the city continues to foster opportunities for future generations, offering career prospects that encourage young people to remain in the region. “I really believe Christchurch can position itself as the best little city in the world,” he said, reflecting confidence in the city’s evolving identity and potential.