Don't be put off by how young we look. We're one of the most experienced agency teams in the business and you'll get to know all of us very well.
Jo Tacon.
Managing Director.
Jo Tacon, Charm’s founder, has been running the business since 1999. Her core strength, besides growing a successful company, has been in developing long lasting client relationships, by delivering the work that is required whatever the challenge.

This deadline and budget focussed approach has cemented Charm’s reputation as an agency that makes things happen. Jo’s superpower is bringing the right people together to deliver the job effectively, taking full accountability from start to finish.

Her extensive experience in print production and project management on award winning projects gives her the confidence to take on anything. Not surprising for someone who has completed seven full Iron Man races.
David Bowles
Strategic Director.
Strategic thinking is fuelled by experience, and David brings over 25 years in Brand Development, Communications, Design and Research experience to his role at Charm. David is an accomplished practitioner of Strategy for Advertising, Design, Digital and Social experience.
David recognises the interdependence of business problems and match solutions that deliver communication actions. He works with our clients to broker agreements both internally and externally to maximise the quality of outcomes.
Analytical and strategic in approach, David most enjoys designing systems that solve problems with the application of creative thinking.
Sophie Collett.
Head of Client Services.
Sophie has close to 20 years of experience working with some of New Zealand’s most-iconic brands, including. Les Mills International, Westpac, Jaguar, Land Rover, Rebel Sport, Auckland Rugby, Liquorland, Plumbing World, House of Travel and Kora.

Sophie proudly builds strong, positive relationships with her colleagues and clients, providing a wealth of knowledge across all areas of Client Service having worked across a number of agencies big and small, gaining valuable growth and insights.

Having an absolute power house that is Sophie lead your client service team delivers peace of mind that your brand, your BAU and your campaigns are safe, and just quietly - you will absolutely have some fun too. Fun fact - Sophie also has one of the best laughs in the business.
Anton Evans
Head of Creative.
Anton is an accomplished Head of Creative with a strong Advertising background. With over 25 years of experience under his belt, Anton has built an impressive portfolio of clients, showcasing his exceptional skills and creative thinking.

Throughout his career, Anton has worked on a wide range of projects for renowned clients in various industries, including. MetLife Care, Air New Zealand, Millennium Hotels, ANZ Investments and Plumbing World to name a few.

Anton’s innovative and strategic approach to Design has earned him a reputation for delivering outstanding results, capturing the essence of each client’s brand through a creative lens.