AGrowthHouseforKiwiBrands
Built on the belief that short-term performance and long-term brand must work together. We exist to deliver immediate impact while forging long-term legacy.
Sustainable Growth, Not Hollow Metrics
The Foundry Collective is a New Zealand growth house helping Kiwi brands scale responsibly. Built on the belief that short-term performance and long-term brand must work together, The Foundry Collective operates specialist agencies Explosive Social and Folk & Tale.
From a business's first $1,000 in ad spend through to fully integrated marketing systems led by fractional CMOs, The Foundry Collective supports brands at every stage of growth. Client investment is aligned to commercial fundamentals — including margin, lifetime value and market opportunity — not internal agency targets.
Through a structured marketing maturity model, clients add capability as their foundations strengthen, ensuring sustainable scale. The Foundry Collective exists to deliver immediate impact while forging long-term legacy for Kiwi businesses.
Explosive Social
Social Commerce Specialists
Explosive Social helps ambitious Kiwi businesses grow through paid advertising, social media strategy, and influencer marketing. We work with all business types — service-based, e-commerce, and brick & mortar — of every size and scale.
From paid advertising across Meta, TikTok, Google and more, to email marketing automation and website optimisation, we deliver integrated campaigns that drive real commercial results. Finalists for 'Best in Marketing' at the 2025 Auckland Business Awards.
Ready to scale your business with performance-driven paid media and battle-tested campaign structures.
Finalists for ‘Best in Marketing’ — 2025 Auckland Business Awards
Transforming fractured brands into unified narratives — one clear, connected story across every touchpoint.
Folk & Tale
Brand Building for Legacy
Folk & Tale takes fractured, scattered brands and creates cohesive narratives across all channels. No silos. No fluff. Just marketing that makes sense — where strategy meets soul.
Where others optimise channels, we design the whole engine. Folk & Tale is for founders who want more than ads. They want clarity, cohesion, and a brand built to scale. From fragmented to fluent — one unified voice.
About The Foundry Collective
The Foundry Collective is a New Zealand growth house helping Kiwi brands scale responsibly. Built on the belief that short-term performance and long-term brand must work together, The Foundry Collective operates specialist agencies Explosive Social and Folk & Tale. From a business's first $1,000 in ad spend through to fully integrated marketing systems led by fractional CMOs, The Foundry Collective supports brands at every stage of growth. Client investment is aligned to commercial fundamentals — including margin, lifetime value and market opportunity — not internal agency targets. Through a structured marketing maturity model, clients add capability as their foundations strengthen, ensuring sustainable scale. The Foundry Collective exists to deliver immediate impact while forging long-term legacy for Kiwi businesses.
The People Behind the Growth
Emily Ostrowska
Co-Founder, Foundry Collective & Founder, Folk&Tale
Emily has spent her career at the intersection of brand strategy and commercial performance — leading digital and integrated thinking at agencies across New Zealand, the UK, and the United States, including roles as Digital Director at MBM and Strategy Director at Stanley St.
She founded Folk&Tale to offer ambitious Kiwi businesses something the traditional agency model rarely delivers: senior strategic thinking that’s genuinely embedded in their growth. As a fractional CMO, she doesn’t just advise from the outside — she builds the full ecosystem, connecting paid media, content, CRM, creative, and website into a unified engine.
Foundry Collective is the natural evolution of that vision. Emily brought Explosive Social into the group to create an end-to-end growth offering for Kiwi brands — from first ad spend to full strategic partnership.
Wade Kirkland
Co-Founder, Foundry Collective
Wade brings a decade of experience across global enterprises, the entertainment industry, and marketing agencies to Foundry Collective. As Co-Founder, he provides the commercial and operational rigour that allows the business to scale with confidence — giving clients the kind of financial clarity and strategic accountability that is often missing in agency relationships. He has worked with and advised small to mid-sized businesses throughout his career, which gives him a practical understanding of the challenges founders face as they grow.
His focus is straightforward: making sure marketing investment translates into real commercial outcomes for the businesses Foundry Collective works with.
Fiona Kerr
Head of Growth, Foundry Collective
Fiona Kerr is a senior marketing leader who sits at the intersection of brand and performance. She has spent the last decade working on some of the most recognised brands in New Zealand including Coca-Cola, Lion, Nestlé, Sanitarium, Liquorland, Beds R Us and The Warehouse Group, before moving client-side as CMO at VAPO | alt., where she led marketing across New Zealand, Australia and the Middle East.
She is known for bridging the gap between what resonates with an audience and what actually moves the business forward. Her work spans retail, FMCG, liquor, healthcare and entertainment, and consistently connects brand strategy to outcomes that matter commercially. At Foundry Collective, she leads growth — shepherding clients from first engagement through to long-term strategic partnership. She is passionate about helping Kiwi brands grow and compete on a bigger stage.
Partner With Us
Whether you need performance media, brand building, or an integrated growth strategy — we're ready.