Year in Review: Michael Fuyala, Bauer Media

  • Year in Review
  • January 11, 2017
  • StopPress Team
Year in Review: Michael Fuyala, Bauer Media

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Michael Fuyala, head of digital at Bauer Media, has to say.

1. Favourite local campaign that isn't yours

I don’t really watch free-to-air TV these days so hard to say about the big campaigns. One memorable example of sponsor integration into content for me was a Spinoff Snapchat retro game review, in which, Big Pipe was integrated during a short (but clever/hilarious) intermission.

  • Check out the StopPress pick of the year here.

2. Favourite campaign that is yours

The Fashion Quarterly team (including Miss FQ) keep coming up with creative ways to incorporate brands while keeping the content engaging. One example was behind the scenes photos from the spring issue photo shoot, that incorporated a new Chuck Taylor range.

3. Favourite international campaign

Zoolander 2 was pretty entertaining, right from hijacking the catwalk during Paris Fashion Week through to their use of social influencers and some creative shareable gifs on BuzzFeed. It just shows the global awareness you can create online without that many media partners…


4. Least favourite campaign

Any campaign that lazily uses Facebook for retail offers. Keep out of my feed please!

5. Your own biggest success

It can be tough to find great people in digital media as the skills are really transferable to other industries, yet we managed to attract some great talent this year – maybe it’s the office space or maybe it’s the parties, but the culture is a lot of fun. If you’re looking for a job get in touch.

6. Most significant launch/innovation/thing of the year

Bauer launched some significant products this year. The most bold was Paperboy, rather than throwing in the towel and saying young people don’t read print, the guys said, 'let’s make something good enough for them to want, then disrupt distribution models to reach them'.

7. What should be un-inevented?

The latest iOS update made it worse, harder to open your phone, use your camera quickly or read long email chains on your iPhone – just the kind of crappy user experience you’d expect from Microsoft not Apple. It would never have happened under Jobs’ watch - just sayin’.

8. Lamest trend

Active Wear.

9. Best brands

Tomato Glasses. Hats off to these guys. If you’re an anxious parent trying to get prescription glasses for a 3-year-old – these are the only guys in the world that make wearable ones.

10. Best stoush

Naz versus pretty much all the bachelorettes (and most of New Zealand). Any publisher that tells you their traffic didn’t soar to new heights on the back of this is lying.

11. Heroes

David Bowie. Fallen.

12. Villains

Facebook and Google for not paying tax (disclaimer to my friends that work at both, not directed at you but the boss dogs and fat cats in Silicon Valley).

13. What died in 2016?

Traditional metrics. I think publishers should rethink how they present their audience to advertisers and agencies. The more people you reach across platforms (for example Instagram, Facebook Live, instant articles) the less relevant traditional metrics are in isolation.

14. What’s the biggest mistake marketers will make in 2017?

Trade media devotes disproportionate attention to the latest digital trends and it can be distracting for marketers. Driven by FOMO they can jump onto platforms that are not effective for them, worse yet, they could forget that central to an effective campaign is always a good idea/story.

15. Will the robots become sentient and kill us all (asking for a friend)? 

Not sure. However, my laptop recently spoke to me impromptu which did freak me out.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit