AWE came from a simple idea:
Māori are storytellers, connectors and activators, not just an audience.

Our ingoa embodies this.
AWE (ah-weh) means power, and influence. It comes from an ancient taonga used to protect a person's wairua, or spirit. We've poured our own wairua into AWE, shaping a unique agency committed to bringing new opportunities for whānau.

Our approach is collaborative, he mahi ngātahi.
We don’t create for whānau; we create with them. This results in powerful, authentic work that draws on the expertise of communities and influences decision-makers to do the best for our people.

Our vision is clear:
'He Aotearoa hou', a new tomorrow. We know that through the power of Māori communications and relationships, we can help build it.