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.

  • 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.

  • 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).

  • 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.

  • 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!

  • 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.

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

    I grew up loving sports, being part of teams, and experiencing the power of connection through play. That sense of collaboration and community has shaped the way I approach work today.

    I studied Sport and Recreation at AUT, majoring in sport marketing and management. During my degree, I worked with Swimming NZ, where I helped develop club marketing resources for the NZ Aquatics Collective. 

    Soon after, I joined the Tennis NZ Youth Advisory Group, and eventually became Chair. A role that gave me the opportunity to ensure youth perspectives were meaningfully included in strategy, not just as a box to tick.

    Now at Honoco, I bring that same perspective to our work with clients. Whether we’re focused on commercial partnerships or social impact, I aim to balance energy, detail, and authenticity while recognising the value of lived experience when engaging the next generation.

    When I’m not working, I’m probably running, at the beach, or watching NRL, rugby, or netball!

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

    At Honoco, I get to help clients build stronger connections with their communities by understanding what drives their people and how to reach them in real, lasting ways.

    I grew up in Christchurch, where sport was a big part of life, both in the city and at school. I was always drawn to what was happening off the pitch just as much as on it, which got me into photography and online content.

    At Massey University, I studied communications and marketing, freelancing on the side to help small businesses with paid ads, social content, and storytelling.

    I learned how to get clear on audience, message and meaning, and how strategy and creativity are always stronger when they work together.

    At the same time, I got involved with The Port (Auckland FC’s supporters group). I was drawn to the energy of the fans right from the start and picked up my camera to tell their story. Some of my work was used for their documentary, Forever Auckland FC.

    I met the Honoco team at a brand summit event in 2024. The event challenged how I thought about marketing and showed me the importance of brand distinctiveness.

    In my role here, I love exploring creativity, sport, and community. I want to help clients find their people wherever they are – online, on the pitch, or in the stands – so they can build real, lasting connections with them through content that resonates.

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