Building a Transpacific Bridge with New Ground

Steven Fernandez, the newly appointed creative director at US marketing consultancy New Ground, is not your typical entrepreneur. Splitting his time between New York and Los Angeles, Steven has built a career on the power of connection. His new role at New Ground, is more than just a creative role. It’s a transpacific bridge, linking the innovative spirit of New Zealand with the vast opportunities of the United States.

“I’ve always been drawn to collaboration,” Steven says. “When I moved to New York, I didn’t have a roadmap. I was drawn to the energy, the decisiveness, and the sheer scale of what’s possible here. It’s a place that forces you to think bigger, and that’s the kind of thinking I wanted to bring to New Zealand businesses.”

Steven’s journey to this pivotal role was anything but linear. After completing a business degree, he found himself working at a bank—a path that seemed sensible but left him questioning his future. “I remember sitting at my desk thinking, ‘There’s no way I can do this forever,’” he recalls. “All the money in the world couldn’t make me feel less crushed by the monotony.” That dissatisfaction became the catalyst for a career that would take him from the glossy pages of Remix Magazine to the global stage at Zuru, and finally, to the leading role at New Ground.

Founded by a New Zealander Simon Turner and American born Matt Goldbloom, New Ground was born out of a desire to do things differently. With offices in both New York and Los Angeles, the consultancy partners with high-growth ventures looking to expand in the United States. “We’re not just a marketing agency,” Steven explains. “We see ourselves as an extension of our clients’ businesses. Our role is to amplify their story, their vision, and their ambition in ways that resonate.”

Steven’s ability to bridge cultures has become one of his defining strengths. “New Zealand businesses and startups are incredibly resilient,” he says. “They’re achieving amazing things with far fewer resources than what’s available in New York or LA. What we do at New Ground is help them navigate the complexities of scaling internationally while staying true to their roots.”

It’s a sentiment echoed by organisations like New Zealand Trade and Enterprise, which frequently refers clients to New Ground because of its proven track record. For Steven, this trust is deeply meaningful. “We’re not just helping brands enter the US market,” he says. “We’re helping them tell their story in a way that resonates with a completely different audience, while preserving what makes them unique.”

The consultancy’s impact can be seen in its work with brands like AF Drinks and Pure Mama Skincare. With AF Drinks, a non-alcoholic beverage brand, Steven and his team helped position it against competitors with celebrity backers like Katy Perry and Bella Hadid. “We’ve been able to get AF noticed in a crowded market,” he says. “And it’s not just about sales—it’s about creating a movement around sober curiosity.”

Meanwhile, their work with Pure Mama Skincare, a pregnancy-focused skincare brand, has delivered results that surprised even Steven. “When you’ve got the Kardashians saying it’s the best pregnancy skincare they’ve ever tried, you know you’re onto something,” he says with a laugh. “What’s rewarding is that we’ve helped these founders from Mount Maunganui build something that’s now stocked in Erewhon, one of the most prestigious grocers in the US.”

For Steven, leadership is as much about decisiveness as it is about balance. “In business, ambiguity is the enemy,” he explains. “You have to make decisions based on the information you have at the time. Sometimes those decisions will be wrong, but you can’t let that stop you from moving forward.”

This clarity extends to his philosophy on work-life balance, something he now prioritises after years of relentless travel and sleepless nights. “I used to thrive on the chaos of being on a plane every other week,” he admits. “But now, I’ve realised the importance of structure. Being able to cook at home, read a book, or go for a walk in Central Park—it’s those little things that give me the energy to be fully present when it matters.”

At the core of New Ground is a commitment to long-term partnerships. “We’re not interested in being an agency of churn,” Steven says. “We want to be on the front lines with our clients, helping them achieve their goals in meaningful ways. It’s not just about the next campaign—it’s about building something that lasts.”

Steven’s role is as much about cultural diplomacy as it is about creative consultancy. “New Zealand and the US are very different markets,” he reflects. “But what I’ve found is that the grit and determination of Kiwi entrepreneurs resonate here. It’s about helping them bridge the gap, not just logistically but culturally.”

Looking ahead, Steven is clear about his part to play at New Ground. “By 2031, I see us as a consultancy that’s grown in value and impact, but not in bureaucracy,” he says. “We want to stay nimble, focusing on what we do best—helping brands tell their story and achieve their ambitions.”

For those considering a leap into the unknown, Steven offers a piece of advice that’s served him well: don’t fear mistakes. “Every mistake I’ve made has taught me something,” he says. “It’s part of the journey. And when you’re working with people who share your passion and vision, those challenges become opportunities to grow.”

As Steven reflects on the path that brought him here, it’s clear his story is far from over. With New Ground, he’s a leading part of a bridge for collaboration and growth that spans oceans, connecting the best of New Zealand with the boundless possibilities of the United States. And in doing so, he’s proving that when you venture further, the results can be extraordinary.