ABOUT the agency
UNCOMMON Agency is a boutique, founder-led event strategy and programming agency based in Auckland.
We work with venues, precincts, brands, media partners and event teams to create live experiences that connect audiences, generate conversation and make commercial sense.
We’re a lean, detail-obsessed team of event thinkers, planners and producers who know that great events need more than a good idea. They need the right strategy, the right people and a clear plan to bring them to life.
From early-stage concepts to large-scale festivals, brand activations and venue programming, Uncommon helps shape ideas into experiences that feel relevant, well-considered and worth showing up for.
The thinking behind the moment
BEHIND UNCOMMON
UNCOMMON was founded by Annabelle Burke who has spent more than 20 years working across festivals, live entertainment, partnerships and large-scale events.
Bella has led some of New Zealand’s best-known event brands, including work with Live Nation, Electric Avenue, Rhythm & Vines and Synthony, and has experience across everything from programming and commercial strategy to team leadership and delivery.
She developed new event concepts from the ground up, including the NFL Festival Australia blueprint, and understands what it takes to turn a rough idea into something that actually works.
That experience is what sits behind UNCOMMON.
Clear thinking, strong industry relationships, a practical approach to getting things done, and the perspective that comes from more than two decades as a woman in the live events industry.
UNCOMMON works in a lean, senior and flexible way.
Some projects need early strategy and a clear plan. Others need programming, commercial thinking, partnership development, creative direction or delivery support.
UNCOMMON can step in at different stages of a project, from shaping the idea at the start, through to helping build the right plan, people and structure around it.
The agency model is intentionally flexible, giving clients access to senior event thinking without needing to build a full in-house team.