Headlight shows clients the way forward in business.

Strategy – fresh perspectives to identify opportunities and solve business problems.

Research – clear insight that explains consumer behaviour and the business, social and cultural environment.

Business Plans – that provide direction for growth, marketing & communication pathways.


Headlight’s services include:

  • Behavioural marketing programmes
  • Brand strategy
  • Market research
  • Communication effectiveness evaluation
  • Destination marketing
  • Business development planning
  • Road safety communication
  • Group Facilitation
  • Marketing support


Headlight has a particular strength in creating demand for businesses – from customers, from staff and prospective employees, and from business partners and stakeholders. This comes from a deep understanding of how people and organisations interact and how to influence behaviour.

Since starting up in 2009 Headlight has worked with an impressive array of both commercial and public organisations. …more.

The working style of Headlight is bespoke and outcome-driven rather than pushing any one particular methodology. Instead, each project is designed with the right approach and the right solutions for the situation at hand.

Headlight is independent, but works in a collaborative and networked way. This allows Headlight to expand and resource to meet the needs of each project. It also means that Headlight sometimes joins projects originated by other partners as a strategic or research specialist. For example, Headlight works with The Pond, New Zealand’s largest creative services network; as well as  consulting firm Maven.

Headlight is based in Auckland, New Zealand.


Lew Bentley pic

Headlight Owner & Principal: Lew Bentley

Lew has a background that blends work as a Strategic Planner in advertising agencies (Clemenger BBDO, M&C Saatchi, The Campaign Palace), as a Business Development Consultant (Headlight, Maven International, Mandala Creative Business) and as a practitioner, designer and teacher of marketing research (former Research Director of CM Research – now TNS).

Through his career Lew has gained practical experience in a broad array of business and public sector categories.

  • Destination marketing: Positively Wellington Tourism, Viaduct Harbour Holdings Ltd, Waterfront Auckland, Tourism New Zealand, Tourism Australia.
  • Financial services: Co-operative Bank, ANZ, National Bank, ASB, Westpac, ING.
  • Professional services: various communication and design companies, Visique, Deane Apparel.
  • Public sector: Radio New Zealand, Auckland Transport, Auckland Council, Immigration New Zealand, EECA, MBIE, ALAC, Quit Group, Plunket, Central Region DHBs, the Department of Conservation, Statistics New Zealand, the World Bank.
  • Education: University of Auckland, AUT, Victoria University, Education New Zealand.
  • Consumer durables & services: Land Rover, Peugeot, Fisher & Paykel Healthcare, Summerset Retirement Villages, Living Earth.
  • Technology: Vodafone, Qrious, Digiweb, TrustWorks, Optimation, Fronde, Renaissance.
  • FMCG: Sanitarium Healthfoods, Sealord, JR Duty Free, Mainland, Tip Top Bakeries.

For the past three years Lew has been the Convener of Judges for both the Advertising Effectiveness Awards (the Effies) and the Media Awards (The Beacons). He is also a judge of the Asia-Pacific EFFIES.