Daring Creativity. Daring Forever.

Episode Summary: "Dare to lean into indigenous values" – Laura Cibilich

Host: Radim Malinic
Guest: Laura Cibilich, Co-founder of RUN (Design & Advertising Agency, New Zealand)
Date: October 13, 2025

Episode Overview

In this rich and inspiring episode, Radim Malinic welcomes Laura Cibilich, co-founder of RUN, an indigenous-owned design and advertising agency in Aotearoa, New Zealand. Their conversation explores the powerful role of Māori and indigenous values in business and creativity, from Laura’s personal journey as a creative and agency founder, to topics such as kinship, sustainability, neurodivergence in creative partnerships, the courage to say no to misaligned clients, and reflections on the future of human creativity in an AI-driven world.

Key Discussion Points and Insights

1. Embracing Indigenous & Māori Values in Business

• Laura and her husband gradually moved towards embracing Te Ao Māori (the Māori worldview), weaving indigenous perspectives into their agency’s work.
• This shift was both personal (through her husband’s exploration of genealogy or whakapapa) and market-driven, as clients increasingly sought culturally woven approaches.
  [00:38], [04:16] Laura: "Incorporating an indigenous lens across our work...driven by us as a family being on our journey...more and more clients were coming to us for that lens as well."
• Māori culture and the principles of kinship, care for community and environment are deeply embedded in New Zealand’s creative industries and are increasingly required in RFPs and pitches. [05:23] Laura: "It's a really nice thing to bring in the indigenous culture...it makes it unique, genuinely from New Zealand and that kind of makes it special."

2. Laura’s Creative Journey

• Growing up in New Zealand felt “normal” to Laura, but her path was shaped by her passion for art and creativity.
• She emphasized that everyone is inherently creative, but sometimes it is “taught out of us”—raising questions about nature, nurture, curiosity, and how career choices shape creativity. [07:29] Laura: "I believe that everyone is creative and some people just get it almost taught out of them...but I kept that and just have always been passionate about art and creativity."

3. Founding RUN – The Agency

• RUN began in 2008 when Laura quit her job to start her own studio, inspired by conferences and other designers. Initially, there was no strict business plan, and she took “organic” steps, sometimes taking on part-time jobs before the agency stabilized. [13:34] Laura: "I didn't plan it as a business...I did end up having to go back to work a little bit part time...as I built it up over those years."
• The business became serious with the arrival of children – motivation intensified when Laura was pregnant, leading to their first major pitch and win with Niue Tourism. [18:03] Laura: "Nothing like having a baby on the way to actually make you think seriously about life...when I had the baby...a pitch came up for Niue Tourism...and we actually did win. That set us off on our journey and established us as a real agency."

4. Creative Partnership & Neurodivergence

• Laura runs RUN with her husband, Raymond Taneemakai (ADHD). Their complementary styles—Laura’s attention to detail vs. Raymond’s rapid, idea-focused thinking—are a strength. [10:49] Laura: "We very much are opposites. I'm quite detail orientated...he's all about ideas and big thinking and he's actually ADHD. So his brain's going a million miles an hour..."
• Raymond’s ADHD diagnosis came only recently but helped explain dynamics in both their personal and professional lives. [22:26] Laura: "He only got diagnosed about two years ago...I thought we all just put it down to personality...this is just my story personally..."
• Diagnosis was both a relief and a challenge, offering both understanding and moments of friction; it has empowered conversations with others in their community about neurodiversity. [24:21] Laura: "Having the diagnosis does help explain it...sometimes he'll use it as an excuse...but you can just push through and do it...he does think of it as a superpower."

5. Values-Driven Leadership & Agency Growth

• Key to RUN’s evolution was codifying its values—not just Māori principles but also creativity, innovation, honesty, family-friendliness, growth, environmental responsibility. [27:42] Laura: "We structured our values...that really acted as a guiding star for us...still got really similar values today..." [29:56] Laura: "Grounded in te ao Māori values, indigenous values, while also being grounded in creativity and innovation...open and honest, being positive...growth and knowledge...family friendly...responsible to the environment as well."
• Their values guide not only internal culture and hiring but also business development: which clients to accept, which projects to pursue or decline. [33:38] Laura: "Clients that come to us are the ones that are generally pretty good fit, but we're still not scared to say no to those who don't align to the values..."

6. The Courage to Say No

• RUN chooses clients who align with their values, sometimes turning down lucrative work for misaligned brands (e.g. fossil fuels, alcohol with questionable messaging). [35:13] Laura: "We don't say no often...organizations that aren't aligned generally don't come to us. We wouldn't do any kind of fossil fuel clients...One example...an alcohol brand...we just said we're not going to be a great fit..."
• Laura acknowledges the challenge and pressure of balancing commercial realities with their commitment to purpose and integrity.

7. Standout Projects and Making an Impact

• Laura’s proudest moment: leading a major branding and environmental project for Niue’s Huvalu Forest with the United Nations, collaborating with scientists and incorporating local materials. [38:49] Laura: "One [project] does come to mind...for the United Nations...Huvalu Forest...branding, typeface, signage utilizing wood from the forest, info center graphics...just such a...awesome project and beautiful to work on. Never thought I'd be doing it."

8. Human Creativity vs. Artificial Intelligence

• Laura is actively learning about AI and recognizes its growing influence, but feels culturally embedded, values-driven creative work cannot be replicated or replaced by machines. [41:28] Laura: "We will...lean into AI tools, but...our work is embedded with this culture and you can't replicate that and real people..."
• There is a place for AI to enhance workflow and productivity, but a resurgence of “very much human creativity” is likely as clients and audiences crave authenticity and meaning. [44:25] Radim: "With AI...we really get to see the people who cut corners and people who don't. There’ll be a resurgence of human creativity with some sprinkles of AI for productivity..."
• Laura highlights the role of optimism, connection, and remaining rooted in values—in the face of rapid technological change: [46:11] Laura: "When we stop the nonsense, it’s so much easier to actually feel fuzzy inside and go, we'll be okay...I'm an optimist, so...I think we will be [okay]..."

Notable Quotes & Memorable Moments

• On Agency Purpose:
  "Indigenous values aren't separate from business, they're fundamental human principles." — Laura, [02:22]
• On Embracing Neurodiversity:
  "Diagnosis...does help explain it...he does think of it as a superpower." — Laura, [24:21]
• On Values:
  "When you strip away everything else...just quite pure. Just people to people." — Laura, [32:17]
• On Saying No:
  "We don't do a lot of product stuff...we wouldn't do any fossil fuel clients. For others, it might just be a not yet. You have to balance it, but those values really guide us." — Laura, [35:13]
• On AI & Creativity:
  "Our work is embedded with culture and you can't replicate that. Real people—so I’m still really excited about that part of it." — Laura, [41:28]

Important Segments (Timestamps)

• Indigenous lens & cultural foundation: [00:38] – [05:08]
• Laura’s creative & educational journey: [07:29] – [09:22]
• Building a business & family: [10:49] – [18:03]
• The power of values & agency evolution: [27:42] – [32:43]
• Saying no to misaligned clients: [33:38] – [36:14]
• Favorite project – United Nations & Huvalu Forest: [38:49] – [41:03]
• AI and the future of creativity: [41:28] – [46:38]

Final Takeaways

This episode is a masterclass in how a small, values-based agency can achieve profound impact by aligning business with deep cultural principles, navigating the twists and turns of creative and personal growth, and confidently shaping its own future—even in an era of accelerating technological change.
Laura’s wisdom, vulnerability, and grounded optimism offer a hopeful blueprint for creative practitioners and entrepreneurs everywhere.