Data-driven. Human-led.

Meet the team turning data into decisions.

We’re a friendly, experienced team, working with clients all over the world from our offices in New Zealand and the United Kingdom. We focus on solutions and outcomes as much as the research, and it’s safe to say the line between our work and our passions is blurred.

An image of Richard Howarth from Honoco. He has short dark hair, is wearing a black shirt, and is smiling in front of a brick wall background.

  • Managing Director
    richard@honoco.nz
    linkedin.com/in/honoco

    The grey hairs are a result of over 30 years’ experience in partnership strategy, valuations, activations and measurement, across New Zealand, Australia and the UK.

    My first ten years were sport-focused, managing commercial partnerships for many of England’s top footballers. Then I swapped the round ball for the rugby codes’ oval ones and focused on the Southern Hemisphere’s clubs and tournaments.

    I switched sides from rights owner to corporate brand investor, becoming Head of Sponsorship for Vodafone NZ, which brought with it music, entertainment, and community partnerships, in addition to a portfolio of sports.

    Next, leading the New Zealand business for specialist management consultancy (Gemba Group) included many sports and entertainment projects.

    Establishing Honoco has provided wonderful opportunities to work with clients from the creative sector, government, B2B, charities and social enterprises, in addition to a core of sports, entertainment and corporate businesses.

    I’m candid about being a research nerd. Finding those key insights in the data is exciting. I love sketching out a model to solve a problem, so it won’t surprise you that, for fun, I turn to documentaries and podcasts.

    No longer able to remain injury-free on a rugby field, in my late thirties I discovered determination can mask a lack of technical ability on the tennis court, especially if you attach yourself to a capable doubles partner! I’ve recently become addicted to padel – the eclectic international origins of those who play, and the inclusive welcoming environment has made it very quick to feel part of the community.

An image of Sean Jones from Honoco. He has short light brown hair and a beard, is wearing a dark button-up shirt, and is smiling in front of a brick wall background.

  • Commercial Strategy Director
    sean@honoco.nz
    linkedin.com/in/honocosean/

    My path into commercial strategy began with a love of sport and an interest in how data could inform decisions behind the scenes.

    I began in insights, analysing audience behaviours for one of New Zealand’s largest sport and entertainment research programmes. But I didn’t want to stop at the data. I wanted to help shape the action that followed.

    That led to strategy roles where I’ve worked with rights holders, brands, government, and charities across NZ, Australia, the UK and China.

    My strength is translating research into commercial strategy that makes sense for the real world. Helping clients make better calls on partnerships, audiences, and messaging.

    At Honoco, I bring curiosity, structure, and a global lens to every project. I want our clients to feel confident, understood, and ready to move. 

    The other variables in my personal Venn diagram of things I love include: craft beer, my dog, fantasy novels, cooking/eating good vegetarian food and the aforementioned various sports (football, basketball and league).

An image of Jennie Coker from Honoco. She has long brown hair, is wearing a white sweater, and is smiling in front of a brick wall background.

  • Business Insights Director
    jennie@honoco.nz
    linkedin.com/in/jennie-coker

    I've spent nearly 20 years using research to uncover what’s really going on, and what to do about it – across sport, major events, public health, social change and gender inclusion.

    I love the challenge of getting to grips with new contexts quickly. Tailoring insights that are genuinely useful and that help organisations understand and grow their audience, improve their offering, and strengthen their value proposition.

    My background spans high-performance and Olympic rowing biomechanics, major event economic impact evaluation and large-scale DEI and social change campaign research.

    Now at Honoco, I pull on this experience to help our sport, charity and brand clients make confident, evidence-based decisions on commercial partnerships, fan engagement and product development – always giving them a clearly actionable "so what".

    I believe deeply in the power of sport to change lives and communities, and in its enormous commercial potential. I love collaborating with people and organisations who share that belief, and who see inclusion as both a responsibility and a strategic advantage.

An image of Halsey Ward from Honoco. She has blonde hair, is wearing a black top and a delicate necklace, and is smiling in front of a brick wall background.

  • Business Success Manager
    halsey@honoco.nz
    linkedin.com/in/halseyward

    I’m a working mum to three young kids which means I’ve mastered the art of juggling. A basketballer all my life, my love of sport and competitive nature are authentic. In my professional career, I have 16+ years of experience working in sport and social change industries in the US and New Zealand. 

    During the first chapter of my career, I worked in business and corporate development roles for the NBA, the NZ Breakers and Lagardere International Triathlon Series. I saw the massive impact that sport had in its communities and how that influence could be wielded for good. 

    Later, I shifted into social change. I joined the Healthy Schools Campaign in Chicago, leading a national school meals programme and working with Michelle Obama’s “Let’s Move!” initiative. I also earned my Master’s in Public Health, deepening my understanding of policy, systems, and social impact.

    Now at Honoco, I work on commercial and social impact projects, helping clients build initiatives that feel both inspiring and doable.

    I always want our work to feel human, considered, and built for impact – there is work to be done, and I’m here for it!

An image of Jenny Lovegrove from Honoco. She has blonde hair, is wearing a white sleeveless top, and is smiling in front of a brick wall background.

  • Communications
    jenny@honoco.nz
    linkedin.com/in/jenny-lovegrove

    Like every great copywriter, I started my career as a tennis coach.

    For over 20 years I worked across participation, community, and coach development, learning the power of storytelling and clear communication to get people on board with ideas, projects, and missions.

    My tennis career was international, learning from nations of all sizes and sharing best practice from New Zealand too.

    I use that experience in my copywriting career, supporting Honoco to create clear explainers, articles, case studies, digital copy, and anything else that translates insights into real-world stories people remember.

    Outside work, I’m a Yeovil Town tragic (it’s a birthright from my grandfather), and I can link almost anything back to a podcast I’ve listened to.

An image of Ella McAneaney from Honoco. She has long dark hair, is wearing a light coloured sleeveless top, and is smiling in front of a brick wall background.

  • Client Success Manager
    ella@honoco.nz
    linkedin.com/in/ella-mcaneaney

    I grew up loving sport. I didn't really care about winning... okay, that's a lie, maybe sometimes!

    But what I loved most was being part of a team. Freezing Saturday mornings at Te Pai Netball Courts, eating lollies and orange slices with my teammates are some of my favourite childhood memories.

    Those moments weren't really about the sport – they were about the friendships and sense of belonging that comes from being part of a community.

    That's what I love most about working at Honoco. I get to work with our sport, charity and brand clients that believe in the power of people and community, helping them better understand the audiences who matter most.

    I love uncovering insights that help organisations build stronger relationships, create authentic experiences, and turn connection into impact.

    A few of my favourite projects at Honoco have been managing our NZ Warriors fan insights relationship, from brand tracking, member surveys, partnership and post-game research.

    I love understanding what drives fan connection and belonging, and helping organisations turn those insights into experiences that create value for communities and commercial partners.

    Another favourite has been supporting brands like Bunnings by creating initiatives that recognise and reward the volunteers at the heart of local communities.

    Outside of the Honoco bullpen, I'm a big foodie, so whenever my friends or family say "lunch?", I'm in!

    Other than eating, you'll probably find me signing myself up for another running race, thinking it's a brilliant idea... until remembering I actually now have to train for it!!!

An image of Dom Johnson from Honoco. He has short brown hair, is wearing a beige blazer and a dark shirt, and is smiling in front of a brick wall background.

  • Client Relationships & Project Specialist
    dominic@honoco.nz
    linkedin.com/in/domjohnsonnz

    The best sports fandoms feel like relationships. The kind where the people in the stands matter as much as the team.

    I'm fascinated by how you build that on purpose: how you take big-picture research, a mountain of data, and use it to understand an audience so well you can meet them almost one to one.

    That question is personal before it's professional. I've been deep inside football's fan communities in NZ, so it feels like I've lived an essence of the insights and research we provide to clients: belonging that goes beyond transaction.

    At Honoco I turn that lived approach into strategy. Whether it's audience segments, fan strategies, or commercial insights, I bring curiosity and an ear-to-the-ground to help clients act with confidence. 

    Away from the desk and after ninety minutes of football, running is where I go to lower my heart rate, or I'm watching a good doco on YouTube!

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