Every year, StopPress catches up with a group of industry leaders from across Aotearoa to talk about the year that was. From the highlights and the lowlights to their favourite foods, fruits and Christmas traditions, they give us a little insight into 2025 as well as a look forward to 2026.
Sonia Sutherland is head of delegates AU, NZ + SEA at iMedia.
What was your top insight from the iMedia summit this year?
What stood out was how marketing leaders are navigating through the AI hype and refocusing on what really drives growth: human connection, leadership, capability, and customer experience.
I personally love that in a digital world, Kiwi marketers want to ensure that we don’t lose human connection – whether that’s with their audience, or others in their industry.
Our iMedia Industry Pulse insights also revealed a similar sentiment, recognising that human is our superpower. At a time of rapid digital transformation, those leading in marketing aren’t just using AI, they are using it with authenticity, empathy and creativity – putting what makes us human at the centre.
What is the biggest challenge facing marketing in Aotearoa across the globe at the moment?
Aside from economic pressures, one of the biggest challenges facing marketing right now is the pace of change: rapidly evolving technology, shifting customer needs and an uncertain economic environment.
What came through strongly from our advisory boards and leaders attending was the sheer volume of information and the speed of AI adoption, whether teams are racing to implement it or hesitating as they work out how to use it responsibly.
The real challenge is balance. Marketers are working out how to embrace new tools without losing authenticity while ensuring creativity, empathy, and human-centred marketing remain at the core.
What did you love most about your job in 2025?
As head of delegates I need to get at least 70% new senior marketers/brands to attend our summit each year, which is a challenge I enjoy. My team calls me a ‘professional stalker’ as I’m always searching, learning and connecting with interesting and impressive marketing leaders. I am excited to add Southeast Asia to the list for 2026 with our iMedia Retail Summit re-launching in Malaysia next year.
Other highlights were, working alongside Mark Jones, who chairs our iMedia Future of Marketing Summit boards, assembling our amazing advisory board members for both the NZ and AU iMedia Future of Marketing Summits. These advisory boards help shape our entire summit each year – so having these groups of senior marketers to tap into is a privilege. This is where I learn a lot about what is happening within the New Zealand and Australian markets for brands and retailers.
I also thoroughly enjoyed strengthening the connection between industry and education through our work with Penny Munro, Dr Sommer Kapitain, and AUT. Bringing a great group of senior NZ marketers together with AUT lecturers to help ensure future talent is job-ready. We had a few AUT alumni join the session too and it was nice to they had the opportunity to give back, overall it was incredibly rewarding and something I’m excited to continue next year.
What marketing trends are you watching closely as we head into 2026?
Talking with our head of brand & marketing, Mira Cossar, she says the trend to watch is the renewed focus on creativity and human-centred marketing. Marketers are seeking new ways to stand out in the ‘sea of sameness’ AI can create, and we’re excited to see how this unfolds.
2026 is likely to deliver some truly memorable moments as marketers move from worrying about AI replacing them to using it as a practical tool, all while leading with authenticity and empathy.
What do you think the biggest “upset” or change will be in marketing next year?
We often hear from our advisory board members that one of the biggest shifts coming is the impact AI is having on customer journeys, so that’s certainly one to look out for. AI tools are starting to search websites, summarise and rank content, and even enable shopping or purchases directly — meaning people may bypass traditional websites or online shops entirely.
For brands, this raises a big question: how do you maintain connection and brand affinity if customers aren’t experiencing your website or store directly? The next big opportunity will be finding new, impactful ways to engage communities and build deeper, more human brand connections as the landscape continues to change.
Quick fire five
Favourite TV show/film/book?
Best movie and sums up 2025 perfectly – One Battle After Another, or for a lighter watch was Taylor Swift’s The Eras Tour….no one can stay mad watching that!
Favourite meal?
Prawn nuggets from Olle in Milford or the chicken tacos from Broke Boy Tacos – cooking is not my forte.
Favourite place?
The ocean/beach – we could all do with “touching some grass” more so, especially after the year we’ve had…
Snow or sun?
Sun.
Apples or oranges?
Oranges of course!
