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Balancing the long and short: Katie Mills’ year in review

Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.

Katie Mills is Chief Marketing Officer at NZME.

If NZME was a drink, what would it be?

A margarita. Effective.

How did the shifting media landscape impact NZME this year?

More than ever, we have a responsibility to provide safe brand spaces for advertisers. Brands deserve to be in a context that reinforces values, with strong local media connecting advertisers with large, engaged and real audiences.  

What key trends did you notice in media in 2024?

Some things are cyclical and some are new – but the importance of brand value made a welcome return. Long may it continue as we balance the long and short. While we’re all still chasing a quick win, it’s reassuring to see marketers boxing for proper brand investment again.

What was the best innovation in your industry of the last 12 months?

The ongoing evolution of integrated measurement across media and marketing. We’re seeing more options bridging the gap between immediate performance and long-term brand impact – giving us a clearer picture of how our channels work together.  

How did AI impact your work in 2024?

Tech has always played a large part in our creative world but in 2024, we supercharged the use of AI tools for our marketing and creative teams with great results. It’s been a learning curve for the team and we’ve been well supported with training and guardrails to make it a safe and exciting playground.  

What office item could you not work without?

My CFO.

What was your favourite social, marketing or advertising trend this year?

That you can’t build a house on quicksand – or a lasting brand on short-term tactics alone.  

Who or what inspired you in 2024?

I’m surrounded by magnificent people in media who are the reason I get out of bed in the morning.  

Tell me about a favourite work memory from this year?

Watching the newbies nail all their ‘firsts’ – briefing, planning, ideation, production, execution … and seeing them enjoy the results.

Quick fire 10

  1. Most memorable local campaign?

    Tina from Turners.
  2. Best international campaign?

    In terms of absolute LinkedIn chaos, Jaguar.
  3. A campaign you wish you worked on?

    Workday’s Rockstar campaign – finance and HR do funny. And who wouldn’t want to work with Joan Jett?
  4. A news story that got too much attention in 2024?

    I love the news.
  5. Biggest flop of 2024?

    Ben & J Lo.
  6. The best movie you saw at the cinema?

    Heretic.  
  7. The best thing about your industry?

    The people.
  8. How do you relax?

    See first answer (A margarita).
  9. Three things you’d take to a desert island?

    I’m a Capricorn, I’d last 10 minutes, so let’s say a fully-charged satellite phone, a boat on standby to pick me up and a wetsuit if I need to swim out.
  10. Your favourite snack?

    Radio Hauraki’s Angus Steak & Jalapeno Cheese Pie!

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This post was created by one of the small but mighty StopPress team of journalists. Among their number are: Zahra Shahtahmasebi, Niko Kloeten, Penny Murray and occasionally Bernadette Basagre.

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