A world of experience that drives results.

MediaR Spitfire has the experience and talent to grow your business.

Helma Mitchell


Helma has spent more than two decades in the media industry. Before she started mediaR 10 years ago with her business partner Tony Richards, she was Media Director at Saatchi & Saatchi, Mitchell & Partners and Clemenger Auckland. She also spent five years in the media as Sales Director for The Radio Bureau and MediaWorks and Head of Commercial Programme Funding at TV3.

Whilst she is one of the most experienced negotiators in town, having been contracted by Lion, Proctor & Gamble and Heinz to negotiate their contracts, she believes that honesty, integrity and a smile are the key to a successful tri-party relationship.

Helma has won multiple media awards and believes there is life outside advertising with a passion for dogs and lighthouses.

Tony Richards


With over 25 years experience in the advertising industry, Tony specialises in developing client relationships. Tony has been instrumental in developing strategic, communication and creative platforms for a number of well known New Zealand brands.

His agency role as MD currently includes responsibility for overall project management, running the agency – with the key responsibility of client services.

Tony loves fishing and cooking…most often in that order.

Anthony Matson


Anthony brings more than twenty five years media experience. From launching a radio station, producing a TV show for five years, to owning a boutique agency for more than a decade. He also spent time working within two of New Zealand’s largest media companies (NZME and Mediaworks).

Over his time he has worked with many businesses – large and small, all with a focus of growing awareness, share and profit, through developing a sustainable marketing strategy that resonates with their specific target audience.

When Anthony isn’t working for you, he’s working on having fun! He has a blended family, with five kids, so you’ll find them on bikes or beaches over summer and in the snow during winter, followed by a good wine all year round.

John Madden


Over 25 years in advertising and marketing for international agencies working on some of the worlds biggest brands. Co-Founder of Spitfire, New Zealand’s pioneering digital agency, and now excited to be part of the next phase – MediaR Spitfire.

20 years in digital strategy, digital marketing, creative campaigning and usability design including key in house roles as creative director for Fairfax Australia and the New Zealand Herald. Multiple awards for Best E-commerce Website, Best News Website (The New Zealand Herald), Highest Social Engagement (McDonald’s Flick Rugby on Facebook) Highest Click Through Rate (2 Degrees mobile on NZME) and a Global Human Health Award (Pfizer Haemophilia Programme).

John’s passionate about data driven, results focussed creative. When he’s not in the board room he’s likely on his board somewhere on the west coast or abroad on a tropical getaway.

Kate McDowell


Kate has held senior leadership roles for over two decades both in NZ and the UK, directing many of NZ’s largest media clients and global brands.  Her experience has crossed many categories including Westpac, AA Insurance, Mitre 10 Group, Mazda, Webjet and Reckitt Benckiser.

Kate is passionate about driving business success for our clients and has just completed a mini MBA in Marketing.  Her understanding of our changing world and consumer behaviour ensures that both herself and her team deliver effective communications and media strategies.

Outside of work Kate loves entertaining and sharing time with friends and family.