About us

Challenge the establishment

ICG was founded by friends and colleagues Syd Atkins, Glyn MacDonald and David Ashton based on an idea of challenging the establishment and doing things better.

A marketing communications group

Since our inception in 1990 as a pre-press provider, ICG has evolved to become a marketing communications group proudly working with some of New Zealand’s most famous brands like Fonterra, AUT University, Green Cross Health, Resene, iSite, Bayleys, Liquorland, Briscoes Group, New Zealand Warriors, APNO and New Zealand Post.

Today, ICG comprises of 10 specialist marketing communications businesses, employing over 200 talented staff all working under one roof from our purpose-built premises.

Our own way of doing things

Forged through our vibrant and successful history, we've developed a framework for decision making that is the silent voice we vigilantly apply everyday, in everything we do and it’s primarily led by our four values:

1. CURIOUSITY: Searching for new and better ways.

2. COLLABORATION: No barriers to working together.

3. CLEVER KIWIS: Anything is achievable.

4. COMMERCIAL: Valuing every dollar.


We've grown from a pioneering spirit that still thrives today.

1990 – Syd, Dash and Glyn register Image Centre with new offices on Enfield Street

1992 – Investment in NZ’s first pagination system signals the start of the digital revolution in print

1994 – Launches Image Design, the beginnings of a multi-brand strategy

1997 – Very first acquisition: Institute: Press – a bold move into full service off-set printing

1999 – Dave Atkins appointed GM. The three separate operating businesses move under one roof at Westmoreland St, marking the start of integrated solutions and focused communications.

2000Direct Capital Private Equity invests

2002 – Investment in publishing establishes Image Centre Publishing

2003 – Dave Atkins appointed Managing Director and invites Mike Hutcheson to join the board

2008 – Dave and Hutch invite Maurice Kidd to join them and lead the management buyout.

2008 – Tangible Media launched after adding Jones Publishing, led by John Baker

2009Boston Digital (large format print) is acquired and its founder, Craig Polley, joins the team

2010Hotfoot (retail agency) is set up, led by Juanita Neville-Te Rito and HB Media (business publishing) is acquired, led by Vincent Heeringa

2011Ngage Media (digital signage) is set up. ICG moves to Lyon Avenue, Mt Albert

2012OnDigital (video production) is acquired

2013Dpod (digital print) is acquired

2015The Collective (creative agency) is acquired, led by Mike O’Sullivan


Board of Directors

  • Dave Atkins
    Managing Director
  • Craig Polley
    Executive Director
  • Roger MacDonnell
  • Mike Hutcheson
  • Maurice Kidd

Dave Atkins

Dave joined ICG in 1996 and began helping his father Syd and co-founders establish the business. After a very brief stint as company accountant, Dave did his time in front line sales before becoming General Manager in 1999. He honed his business acumen by working in several of ICG's operating divisions before taking over as Managing Director in 2003.

It was under Dave's skillful guidance that ICG was reimagined from a pre-press business to the marketing communications group it is today. He facilitated and led a management buy-out in 2008 and from there carefully navigated ICG through the toughest of economic times growing the business exponentially.

Dave has a 'lead by example' approach to management. He is hands-on with the day-to-day functions, while also providingstrategic leadership to help drive ICG into the future.

Managing Director

Craig Polley

Craig’s clients cite his exemplary service and transparency in business relationships as the drivers for his continued success. He’s had numerous triumphs in his business career, including founding Boston Digital in 2000. Through dedication, hard work and a future-proofing approach, Craig crafted a business capable of providing world-class results for brands including KFC, Watties and Hill & Stewart – a solid warm-up for the remarkable plans he’s putting into action with ICG.

Executive Director

Roger MacDonnell

An industry veteran with accolades too numerous to list, Roger has deftly guided many of New Zealand’s leading companies success. He’s introduced award-winning creative campaigns and smart marketing strategies to brands including Toyota, Bank of New Zealand and Air New Zealand, is a member of the Clio Copywriters Hall of Fame, and has been named Advertising Professional of the Year. He's an excellent “ideas man” to have on board.


Mike Hutcheson

A masterful storyteller and creative advertising legend, Mike co-founded Colenso BBDO, HKM and Marcoa Direct and also guided Saatchi & Saatchi through an extraordinary period of success as Managing Director. His ability to grasp the essence of a brand or business is stunning to witness, and he adds a formidable understanding of creativity and marketing to the ICG executive team. Mike recognises that even as mediums change and markets fragment, success always starts with a great story – and in addition to his Director duties he’s a valuable sounding board for ICG’s advertising experts.


Maurice Kidd

Maurice holds a formidable track record in realising the potential of businesses – there are few more experienced, capable or lauded. In addition to his position here at ICG, Maurice is currently Chairman of Solution Dynamics, MonstaVision Holdings, Molemap New Zealand and Paper Plus, and has held previous executive roles with Pacific Retail Group, Hanover Group, Spark, Excel Corporation and many more. His capacity to foster business greatness makes him the ideal Chairman to continue taking ICG beyond normal range.


Executive Team

  • John Baker
    CEO – Tangible Media and On Digital
  • Vincent Heeringa
    Content Director - Agency
  • Sean Harvey
    - Group Financial Controller
  • Marcus Hawkins Adams
    - Strategy Director
  • Kylie Penman
    - Head of Agency production and Creative Services
  • David Ashton
    - Print Client Services Director
  • Mike More
    - Print Production Manager

John Baker

You’d be hard pressed to find a more experienced publishing strategist in New Zealand than John. With two decades of publishing and media experience, he’s launched and led a number of magazine brands and businesses (and picked up many industry awards along the way). John believes that captivation is created through relentless commitment to engagement, originality and relevance. As leader of ICG’s content arm, he oversees the production of content that consumers find meaningful – no matter the medium.

CEO – Tangible Media and On Digital

Vincent Heeringa

An award-winning business journalist and publisher, Vincent’s greatest talent lies in creating, fostering and implementing great ideas. He co-founded Unlimited, Idealog, Inspire and Good, was instrumental in the re-launch of NZ Marketing, and has overseen the creation of numerous successful websites including Stoppress.co.nz, Celsias.co.nz and Designdaily.co.nz. A talented specialist in the ever-evolving world of publishing, Vincent believes not only in giving people what they want – but in leading them to places they didn't quite know existed.

Content Director - Agency

Sean Harvey

Sean is a commercially-focused finance guy with a broad interdisciplinary background in both Public Practice and industry roles across many and varied industries including agribusiness, printing, advertising and media.

As the Group Financial Controller Sean is passionate about providing superior financial support and steady leadership in the face of rapidly changing industries and markets.

- Group Financial Controller

Marcus Hawkins Adams

“For me it has always been understanding what the customer actually wants and building journeys, content and interactions around them.”

Over his career, Marcus has worked at publishers and agencies. He was head of interactive media development at global publisher Dorling Kindersley developing many digital titles that gained worldwide awards and commercial success.

In the agency world he has developed content and communications strategies for many organisations including ANZ, Energy Australia, Green Cross Health, Adidas, P&G, The University of Auckland and SKY Europe.

Today, he focuses on planning brand supported communication programmes that are intertwined with customer needs to ensure that all activities are relevant, compelling and measurable.

- Strategy Director

Kylie Penman

“I like to think of myself as a problem solver – getting the job done and always working towards producing exceptional outcomes for our clients.”

Kylie has worked across design and advertising, in both small and large-scale agencies. With a degree in graphic design, she started her career as a designer and worked to be an art director on corporate and FMCG clients. She worked her way up through management and operations of print, digital, video and content production, all of which have the same unifying skill set – management of creative minds and output.

Kylie takes pride in the details and that the quality and integrity of the brand is matched by great production.
In addition to delivering fantastic results, she always strives to find better ways to simplify the process.

- Head of Agency production and Creative Services

David Ashton

After the Management buyout in 2008 and the sell down of most of their shares Syd and Glyn retired with Dash staying on as Account Director and still remains a small shareholder and an integral part of the sales team.

- Print Client Services Director

Mike More

Mike is an experienced commercially proven Production Manager with top level offset, digital, and wide format skills, who is focused on achieving business objectives and ensuring that clients jobs are produced on time and on budget, by utilising years of experience and proven tactics. Mike has superior troubleshooting skills and a can-do attitude, along with great staff management and team building ideals.

Mike is a highly capable manager who has bought a wealth and depth of knowledge, skills and experience to the role and the company. He has really put our Auckland print production back on the rails. We started making progress from the day he arrived. He is tireless in identifying and promoting improvements, many of which he has implemented through his own drive and expertise. He gives a lot of thought to his ideas and has a strong commercial sense as well as a drive for quality.

Mike is popular with and respected by colleagues, staff and suppliers, whilst never compromising the position of responsibility he holds.

- Print Production Manager