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2020 Vision: What is your focus for the year ahead – part three

It’s the start of a new decade and our industry is picking up the pace. Here, our industry leaders tell us what their focus is for the year ahead.

Editors note: These answers were returned pre-Covid-19.

Hilary Souter, chief executive of the ASA

All the work we do is driven by the ASA vision “Every ad is a responsible ad”. In 2020, we will finish our review of the Code for Advertising and Promotion of Alcohol and the new code will be released, completing the recent updates of the six codes of practice.

We will continue to help industry and consumers have a better understanding of ad standards through our education programme, community standards research and new resources on advocacy and election advertising.

Election year brings some challenges and the addition of two referenda means Q2 and Q3 will see an increase in queries about advocacy and election advertising. As in previous years, a fast track process for election ad complaints will apply closer to the election date. Responsible advertising helps support consumer trust, and the Advertising Codes of Practice provide a framework for the industry to understand where the lines are in this creative business.

We appreciate the broad support we have from the industry to set standards and support compliance through the complaints process and look forward to working with you in the year ahead.

Elanie Koller, CEO of PRINZ

PRINZ has had a busy start to the year with professional development short courses, networking events, annual PRINZ Awards, accreditation programme and webinars.

This year, the difference is that instead of hosting the PRINZ annual conference, we are welcoming PR professionals from around the world to Aotearoa for the World Public Relations Forum – WPRF2020 for short! Held biennially, the event is the most diverse public relations and communications forum in the world and will be held in Auckland. The WPRF 2020 theme is ‘Connecting with courage’ and this will be explored through the lenses of conscience, culture, capability and creativity. WPRF2020 will be an immersive experience, reflecting on key topics and trends that matter to the global communications community while also drawing on New Zealand’s ingenuity, creativity, and diversity to generate inspiring conversations.

Peter Richardson, general manager of TRB

Our main objective here at The Radio Bureau is
to champion radio as an advertising platform. That goal doesn’t change year in year out, however the tools and opportunities we have at our disposal do.

We think this will see radio considered a vital part of the modern media mix, and we’ll aim to showcase all the elements of what makes it so effective in 2020.

A new tool for us is modern technology. Streaming services and podcasts are starting to get the next generation excited about audio. Accessibility is a big reason why commercial radio reaches 76 percent of the New Zealand population. We’ve got more radio stations per capita than any other country in the world, catering to all ages, cultures and communities. The beauty of TRB is that we have access to all of these audiences, we’re not pitting brands against each other – we’re just looking at what mix will enable our clients to reach their prospective customers. So what’s our focus for the year ahead? We need to tell the story of how effective radio can be as an advertising channel and continue to prove this day in and day out by achieving excellent results for our clients.

Kate Humphries, course leader at the Media Design School

I’m usually given to fret more than optimism, but reading the tea leaves strewn around in the wake of Peter Field, has left me feeling uncharacteristically hopeful about the way brands are opening up to their full potential again. Which means, as the decade-long wave of short-termism continues to recede, my focus needs to be on ensuring that my students are primed and poised ready to help the brands investing in creative to aid their long-term brand building.

The challenge with that focus will be, of course, not only in making sure that our future talent are creating compelling stories that hone in on the human aspect of it all, but are doing it in a way that ensures their creative stands in balance with the programmatic and the responsible so that all three are threaded through with the long term effect.

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