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People make the difference: Rebekah Gierlinska’s review of 2024

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.

Rebekah Gierlinska is Managing Director at Hearts & Science.

Sum up 2024 in three words.

Up, down and around!

What are your three biggest learnings from 2024?

People make the difference. No matter the landscape and economy we are operating in, when you have great clients and a great team, all will be OK!

Resilience is a key skill; we need to grow it, share it and teach it. Things change all the time and that’s OK (I’m not always a fan!), but by taking small steps and getting used to it as much as you can, can help develop the feeling of acceptance to meet whatever comes your way.

Flex. Always, always be prepared to flex.

Tells us about bringing Popeyes to New Zealand – what was it like to launch the popular southern fried chicken brand here?

It was a seriously immersive experience, and it was a privilege to be a small part of it with the team. From taste testing, flavour profiling, store interiors and on-site hands-on work, we got to see it all. And it was amazing to see the that pay off with lines of people literally stopping traffic (safely and in a controlled manner).

What excited you most about your industry this year?

Seeing the growth out of core media services and the impact it has had on creativity. More than ever, we saw media agencies representing in typically creative spaces, and vice versa. Getting brands more connected to the customer, driving connections that matter.

Also, measurement really coming in hot (again). More clients talking about more connected measurement frameworks is always a great thing. If we can’t measure it, did it even happen…?

Did you harness digital technology and AI in your work in 2024, and if so what impact has that made?

It has definitely made an impact and will continue to do so via enhanced automation capabilities and assistance with the more admin heavy tasks. But we will always need people to talk to people, and how AI assists us with that into next year will be super exciting to see.

What office item/tool could you not work without?

When I lost my phone travelling, I quickly realised it was my phone. No authentication = no things at all.

What was the biggest challenge your team faced in 2024, and how did you overcome it?

As we came in from the hectic-ness of last year, I felt collectively that the industry took a hit in culture, of the enjoyment of getting brands out there in the wild. We really focused this year on our team, on connecting with clients IRL, on our vibe and how that in turns ensures we are working at the optimum level for our clients, delivering business outcomes via care, connection and creativity.

What are you most looking forward to in 2025?

Apart from a great year for Hearts & Science, it would have to be the glimmer of hope we have to travel to Europe sans kids in September… putting it out to the universe now!

The Hearts & Science team out and about in central Auckland

What was the best launch/invention of the year?

Popeyes!! We alll love that chicken.

Quick fire 10

  1. Most memorable local campaign?

    Could be the impact of immediacy or being a child of the 90’s, but I’m loving Vanilla Ice and Export Ultra, Cold Call Back Service.
  2. Best international campaign?

    Cointreau, “Marga-wrong”.
  3. A campaign you wish you worked on?

    Tina from Turners.
  4. An event/news story that got too much attention in 2024?

    Taylor and Travis.
  5. Biggest flop of 2024?

    Raygun….yeah, nah Aussies.
  6. The best movie you saw at the cinema?

    Gladiator II (only because it was that or Minions).
  7. The best thing about your industry?

    The people.
  8. How do you relax?

    Love Island & Home & Away.
  9. Three things you’d take to a desert island?

    Spotify, my phone, and the GF cheese scone from Beau.
  10. Your favourite snack?

    The GF Cheese scone from Beau.

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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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