Launch of Gen Less

Porter Transformer


Support the Energy Efficiency and Conservation Authority (EECA) in launching an important new initiative: Gen Less, uniting New Zealanders to live and work in more climate-friendly ways and reduce energy-related greenhouse gas emissions.

Porter Transformer


Working in collaboration with our sister agency Clemenger BBDO, we amplified the launch of an inspiring Gen Less film, featuring voices of change curated from history.

We achieved this through three communication streams: business partnerships, inviting businesses to join Gen Less; media relations through earned and a paid partnership with; and engaging with influential New Zealanders online.

Porter Transformer


  • Media coverage at launch across print, online, tv and radio.
  • A total audience reach of 4.3 million.
  • Nine business partnerships were created to promote Gen Less, including; Ethique, NZ Post, Wishbone Design, Eco Store and a corporate partnership with Stuff.
  • Social activity endorsing Gen Less by NZ and global opinion leaders, including the NZ Jane Goodall Institute and the World Wildlife Federation.
  • Bronze PRINZ award 2020 for Integrated Marketing Communications.

Let's Talk

Our actions speak even louder than our words. Talk to us today about how we can tell your story - for good.
Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.

Louise Wright