NZ tech powers new BIMA website

New Zealand company Blutui powers the new website of BIMA, the 40-year-old body that represents Britain's digital and creative sector.

Hamilton, New Zealand and London, UK. 14 October, 2026.

When the British Interactive Media Association (BIMA) rebuilt its member and public website for its 40th year, the technology it chose to run on came from the other side of the world. The new site at bima.co.uk was designed and built by leading UK digital agency Subvert Studio on Blutui, the Agency Web Ecosystem developed in New Zealand.

BIMA represents the UK's digital, tech and creative agencies. Its website is how it recruits members and partners and keeps its community engaged, so the technology behind it had to be one the industry itself would respect.

A Kiwi platform, a British showcase

Subvert Studio, itself a BIMA member, started by interviewing recently joined members. They loved BIMA's broad offer but found it confusing to navigate. The answer was a simpler site structure and sign-up journey, wrapped in a refreshed BIMA brand.

The team built it on Blutui, using the Agency Web Ecosystem's AI integration (MCP) to take on routine development tasks. Subvert's frontend developer, who came to Blutui from WordPress, says the time saved went straight into polishing the design and experience.

Blutui is an Agency Web Ecosystem, which differs from a general mass-market CMS. It was born inside a New Zealand digital agency, and it brings hosting, infrastructure and content management together so agency teams spend less time on setup and more on the work their clients see.

What they say

Blutui founder and CEO Graeme Blake, a Hamilton-born adland veteran of more than 30 years, says the project shows what a small New Zealand team can do on the world stage.

"New Zealand has always punched above its weight in creativity, and there's no reason our technology can't do the same. BIMA is the voice of one of the world's most demanding digital markets. Having its home built on the Agency Web Ecosystem we created here, for agencies, is a proud moment for our whole team. We're proud to support BIMA and committed to this journey for the long term."

Graeme Blake, Founder and CEO, Blutui

"Having a future-facing platform to engage with our membership and the digital community in the UK is a must-have for BIMA. Subvert Studio and Blutui were appointed as delivery partners and we couldn't be happier with the results."

Matt Sullivan, Managing Director, BIMA

"It was really important for us that we create a platform fitting for an association representing the digital industry."

Ben Perkins, Managing Director, Subvert Studio

"Coming from a WordPress background, I found Blutui really intuitive and straightforward to work with. The MCP integration saved us considerable time up front with development tasks. We were able to invest the time saved in really polishing the solution instead."

Arnas Sebeckis, Frontend Developer, Subvert Studio

From ‘The Tron’ to London

Blutui began in late 2016, inside an independent New Zealand agency based in Hamilton that was tired of losing time and margin to tools never built for agencies. Version 1.0 launched in 2022.

The company has BlutuiLabs in Vietnam, Singapore, Thailand and a foothold in the UK. Principal Engineer Tyler Burbage moved from New Zealand to London to lead its work with UK, European and Middle Eastern agencies.

Next up, Blutui plans to launch remote MCP in mid-November, letting agency teams connect to Blutui through Claude or other AI models of their choice. Teams will start with content updates and, in time, run entire builds that way.

ENDS

About Blutui

Blutui is a New Zealand-built Agency Web Ecosystem: agentic, code-first and made for agencies. Born inside a working agency, it handles hosting, infrastructure and repetitive production so agency teams keep control of their code and spend their time on client outcomes. Agentic where it saves time. Human where it matters. Blutui.com

About BIMA

The British Interactive Media Association (BIMA) is the UK's digital industry association, bringing together the country's digital, tech and creative community for 40 years. bima.co.uk

About Subvert Studio

Subvert Studio is a UK digital agency and BIMA member. It designed and built the new BIMA website on Blutui.

Media contact

Graeme Blake, Founder and CEO, Blutui · graeme@blutui.com · +64 21 728 092