{"id":12668,"date":"2025-05-28T15:59:58","date_gmt":"2025-05-28T03:59:58","guid":{"rendered":"https:\/\/nzbusiness.co.nz\/?p=12668"},"modified":"2025-05-28T15:59:58","modified_gmt":"2025-05-28T03:59:58","slug":"from-nelson-to-the-world","status":"publish","type":"post","link":"https:\/\/nzbusiness.co.nz\/the-360-entrepreneur\/from-nelson-to-the-world","title":{"rendered":"From Nelson to the world"},"content":{"rendered":"

Pictured above: Jonny Hendriksen and his EY Entrepreneur of the Year New Zealand 2024 trophy.<\/strong><\/em><\/p>\n

Operating out of Nelson, Jonny Hendriksen has grown Shuttlerock into a global leader in creative advertising solutions, championing innovation and community-driven leadership. His journey offers rich insights for aspiring business owners and entrepreneurs, particularly those aiming to scale their ventures internationally.<\/b><\/h4>\n

Winning EY Entrepreneur of the Year New Zealand 2024 was both an honour and a moment of reflection for Jonny Hendriksen, Founder of Shuttlerock, a digital marketing solutions provider. \u201cI don\u2019t do this for recognition, but it\u2019s humbling,\u201d he says. The award celebrates not only his personal journey but also Shuttlerock\u2019s impact as a global innovator.<\/p>\n

As the 25th recipient of this prestigious award, Jonny will represent New Zealand at the EY World Entrepreneur of the Year event in Monaco in 2025. The international competition will feature national winners from over 50 countries, showcasing the best of global entrepreneurship.<\/p>\n

The judges commended Jonny for his exceptional entrepreneurial spirit, perseverance, and the global impact of his work through Shuttlerock. Cecilia Robinson, Chair of Judges, highlighted his humility and resilience, noting how he has remained grounded in his New Zealand roots while excelling on an international stage.\u00a0<\/span><\/p>\n

\u201cJonny stood out in a high-calibre field for his perseverance and resilience, and for how he has paved his own path to success. He\u2019s modest in how he speaks about his achievements and truly embodies the new-age entrepreneurial spirit \u2013 working remotely from Nelson to be present for his family and manage his work-life balance.\u201d<\/p>\n

Jason Macgregor, EY Entrepreneur of the Year New Zealand Programme Leader, praised Jonny for delivering innovative solutions and achieving better outcomes for his clients.\u00a0<\/span><\/p>\n

\u201cThe success Jonny has achieved with Shuttlerock is an excellent example of how to build a Kiwi business and take it to a global scale.\u201d<\/p>\n

The judges agreed that his leadership exemplifies the core values of entrepreneurship: Innovation, purpose, impact, and growth.<\/p>\n

It\u2019s his humility and modesty for the sheer scale of his achievements that struck me in an interview following the awards ceremony. His entrepreneurial journey he tells me was\u00a0 <\/span>ignited during his teenage years during a high school trip to Japan, which required him to fundraise independently – a lesson in resilience and creativity he says. \u201cIt was during my school years that I had to think outside the box, and that experience shaped my initial forays into business.\u201d<\/p>\n

His first significant business venture came during his university days, and soon after, when he co-founded one of Japan\u2019s first web hosting companies with his business partner, Tim Williams. This venture, funded by a modest $5,000 loan with a high-interest rate, is a relatable reality for many new business owners. \u201cWe were rubbing two sticks together to get things going,\u201d he says, highlighting the challenges and risks that shaped his early career.<\/p>\n

After realising success in Japan, Jonny returned to New Zealand with a vision to create a business that combined global ambition with local roots. Shuttlerock, born at his kitchen table, epitomises this balance. Drawing inspiration from a meeting with astronauts from the Space Shuttle Discovery programme, the name \u201cShuttlerock\u201d symbolises innovation and trust.<\/p>\n

The company initially focused on creating user-generated content (UGC) but pivoted to a broader Creative-as-a-Service (CaaS) model, helping global brands scale their advertising creative across a fragmented digital landscape. \u201cAdvertising today is not just about creating content but doing so in a way that resonates across cultures and platforms,\u201d Jonny says.<\/p>\n

This evolution underscores his belief in adaptability. \u201cBusinesses must evolve. Timing is everything,\u201d he says, reflecting on the company\u2019s decision to revisit UGC, which is now a cornerstone of modern digital marketing.<\/p>\n

Shuttlerock\u2019s growth into a multinational enterprise with a presence in markets like the US, Europe, and Asia-Pacific did not happen overnight. Jonny describes scaling globally as a journey that required patience and strategic localisation. \u201cYou can\u2019t run an American business like a New Zealand business,\u201d he says. \u201cTrusting local teams and listening to the market is critical.\u201d<\/p>\n

Breaking into the US market, which now accounts for half of Shuttlerock\u2019s revenue, presented unique challenges. \u201cThe US is deceptively familiar because of the shared language, but their business culture is entirely different. It would almost be easier if they spoke a different language.\u201d<\/p>\n

Shuttlerock\u2019s \u201cfollow-the-sun\u201d model, which enables 24-hour content production, showcases how the company leverages its global presence. Offices in locations like New York, Berlin, Tokyo, and Singapore ensure that clients receive seamless service tailored to regional needs.<\/p>\n

Transitioning from a hands-on entrepreneur to the leader of a global organisation has been a learning experience for Jonny. He likens leadership to \u201cfrying a little fish \u2013 delicate and precise.\u201d His approach focuses on empowering teams while setting a clear vision. \u201cIt\u2019s about trusting people to lead in their areas and intervening only when necessary,\u201d he says.<\/p>\n

A significant aspect of his leadership philosophy is maintaining a connection with Shuttlerock\u2019s core purpose: Solving complex problems for clients. Jonny believes that staying close to customers is crucial in navigating trends like artificial intelligence. \u201cThere\u2019s a lot of noise around AI, but the key is to focus on what truly benefits the customer,\u201d he says.<\/p>\n

Interestingly, some of Shuttlerock\u2019s enterprise clients are cautious about AI, with strict policies about its use in creative production. \u201cIt\u2019s a reminder to innovate responsibly and align with customer needs.\u201d<\/p>\n

For entrepreneurs aiming to scale their businesses, Jonny offers this advice: Adaptability, trust, and timing are paramount. \u201cDon\u2019t try to micromanage a global operation from New Zealand. Empower your teams to succeed locally,\u201d he says.<\/p>\n

He also highlights the importance of staying true to one\u2019s vision, even in the face of scepticism. \u201cEntrepreneurship often means doing what others say you shouldn\u2019t,\u201d he says. Reflecting on his career, he adds, \u201cFollow your heart. Success isn\u2019t just financial \u2013 it\u2019s waking up excited about what you\u2019re doing.\u201d<\/p>\n

For Jonny, his success is as much about the journey as the destination. \u201cHave fun along the way. If you\u2019re not enjoying what you\u2019re doing, it\u2019s time to rethink your path.\u201d\u00a0<\/span><\/p>\n

\n

This article was originally published in the December 2024 issue of NZBusiness magazine. To read the issue,<\/em>\u00a0<\/em>click here<\/strong><\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Operating out of Nelson, Jonny Hendriksen has grown Shuttlerock into a global leader in creative advertising solutions, championing innovation and community-driven leadership.<\/p>\n","protected":false},"author":15,"featured_media":12669,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[531],"tags":[519],"magazine":[],"class_list":["post-12668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-360-entrepreneur","tag-lead"],"acf":[],"yoast_head":"\nFrom Nelson to the world | NZBusiness Magazine<\/title>\n<meta name=\"description\" content=\"Operating out of Nelson, Jonny Hendriksen has grown Shuttlerock into a global leader in creative advertising solutions, championing innovation and community-driven leadership.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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