Our Story

Blank Space Strategy was founded in 2021 out of a recognition that scaling brands have needs that don't fit neatly into the way most marketing support is structured.

Led by Fraser Reeves, BSS is a hard one to define. We're not a traditional consultancy and we're not an agency. We're more like a strategic partner who embeds with your team, bringing the thinking, the tools, and the know-how to build growth on your terms.

Fraser's career has spanned strategy, media, UX, CX, and go-to-market across agencies, startups, and high-growth SaaS. Five years at one of New Zealand's leading independent agencies working with recognised NZ/AU brands and export ventures. Then deeper into the scaling space: launching products to market, leading experimentation and CX programmes for major brands, and consulting to high-growth companies across agritech, hospitality, AI, and energy technology.

More recently, Fraser has been focused on the intersection of marketing strategy and applied AI — using tools like Claude Code to build smarter delivery systems and exploring how AI architecture can be embedded into marketing operations for growth-stage businesses.

That breadth shapes how BSS works. We operate across industries because our focus has always been on the problem, not the category. And on building genuinely rewarding, long-term relationships with the founders and teams we partner with.

"There is no such thing as an empty space or an empty time. There is always something to see, something to hear. In fact, try as we may to make a silence, we cannot."
— John Cage

The Team

A small core team, backed by a trusted network of specialists across strategy, creative, technology, and media. We bring in the right expertise when you need it—no bloated teams, no unnecessary overhead.

Fraser Reeves

Founder & Managing Director

Fraser leads Blank Space Strategy, working directly with founders and teams on strategic marketing, growth strategy, and capability building. His background spans strategy, media, UX, CX, and go-to-market across agencies, startups, and high-growth SaaS, with particular depth in FMCG, agritech, and energy tech.

Bayden Jackson

Paid Media Consultant

Bayden leads our media practice, delivering performance media strategy and execution across paid channels for clients across New Zealand and Australia.

Karen Roberts

Digital Strategist

Karen brings broad expertise across digital and business strategy. Entrepreneurial by nature, she has launched multiple ventures across domestic and international markets and is always in pursuit of innovative solutions to our clients' problems.

Our Network

When a challenge calls for expertise beyond our core team, we tap into a vetted network of partners we've worked with for years. From brand designers and developers to research specialists and media buyers—we bring in exactly what's needed, when it's needed. You get senior-level thinking without the agency price tag.

How We Work

Flexible Engagements

From short-term research projects to 12+ month advisory partnerships. We scale to fit your needs, not the other way around.

Embedded Partnership

We work alongside your team, not as an external supplier you brief and forget. Knowledge transfer is built into everything we do.

Long-term Relationships

Our best client relationships span years. We measure success by the growth and capability we help you build over time.

Let's work together

Ready to talk about your next growth phase? We'd love to hear from you.

Let's Talk