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a strategic marketing practice - with a difference

The work we do isn’t surface-level. It is innovation-driven and impactful: improving what’s already there, shifting the dial, and finding that little gem that will make your proposition stronger, better, and easier to sell.

We look beyond the advertising message or media channel and into the operational realities that drive purchase behaviour and business outcomes.

Our task is to make sure all the time and energy put into attracting audiences to your offering is worthwhile. We help you make trade-offs. We recommend ways to help you navigate and implement possible solutions. We identify the tiny gains that can make an enormous difference.

Our clients come to us with a problem to be solved – maybe they have a brand that isn’t sparking, a product that isn’t selling, a website that isn’t working, or a narrative that isn’t connecting.  We start by asking why – and then we work with you to deliver the right approach and solution for your business and your goals.

We’re a toolkit for marketing planning, budgeting and decision-making. We help you solve the unseen. We’re a team of strategists and communication experts who will look at your marketing and sales efforts to deliver real value to your market, and real value back to your organisation.

our team

Michegro Chisholm

Founder & Lead Strategist

Michegro Chisholm

Founder & Lead Strategist

> LinkedIn

Michegro sees the underlying shape of a business - beneath what it thinks it is -  and brings clarity to where it actually belongs. Her core strength is pattern recognition at depth, combining commercial thinking, considered planning, and creativity to uncover direction. This is work that sits upstream of tactics, where the real leverage is.

She’s refreshingly easy to work with. Straightforward, curious, and keeps things light when it matters.

Following a successful career both client and agency side, Michegro created MLAB in 2014 to make that level of marketing leadership accessible to everyday New Zealand businesses.

See more on LinkedIn

Louella Donaldson

Project & Communications Manager

Louella Donaldson

Project & Communications Manager

> LinkedIn

Louella cut her teeth in the land of digital advertising before taking on the role of Communications Manager for MLAB.

Lou’s exceptional ability to work methodically, identify key opportunities and create well-considered plans is matched only by her confident, calm and generous nature.  Loved by clients and the team alike, Lou is the glue of MLAB.

Andrea Preston

Senior Marketing Strategist

Andrea Preston

Senior Marketing Strategist

> LinkedIn

Andrea brings decades of exceptional marketing prowess to the MLAB team. Calm and considered, Andrea is a master when it comes to finding connections and opportunities for brands and clients to excel.

Alongside her undisputed strategic nous, Andrea is also a talented copy-writer.

Some of the businesses we've worked with