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.
Susie Thomson-Evans is general manager of Clear Hayes PR.
Clear Hayes works across Australia and Aotearoa – what were some key similarities and differences that you noticed across the industry in both countries in 2025?
You’d have to be living under a rock not to notice the impact of the economic downturn in 2025. New Zealand has been in and around recession for a while, but this was the year it really started to bite in Australia too which had a notable impact on the media and advertising industry in particular.
One effect was that we saw agencies close, merge or consolidate at speed – especially in the global holdcos. The closure of DDB was particularly tough. It’s an iconic agency and I was lucky enough to work with DDB Aotearoa and DDB Melbourne earlier in my career.
On the other hand indies have definitely been the beneficiary and are on the ascendency on both sides of the Tasman. Their agility and ability to have senior talent on the tools for clients has become a real benefit in a more project-based environment as retainers become harder to come by.
AI continued to accelerate at a pretty crazy pace. We’ve embraced it early, but with a clear point of view. It creates efficiency and frees up time to enable us to do the more meaningful work. What it doesn’t replace is relationships with clients and media or those original creative ideas, which still matter deeply.
Across both markets, there’s also a real hunger for community. Proper, meaningful connection. Maybe it’s screen fatigue, but people want to meet in person, share war stories and learn from each other. Organisations like The Marketing Club (TMC) are building something genuinely special and needed on both sides of the Tasman.
What has been your personal and professional highlight of the year?
Professionally, Clear Hayes House at SXSW Sydney was a big one. Third year in and it felt like it really hit its stride. Seeing more Kiwi agencies and marketers make the trip and get on the stage added a new energy and made the whole experience richer. We’re keen to help spotlight more great Kiwi companies this year.
Once our last session wrapped up, I jumped on a plane back to New Zealand and spoke at the inaugural TMC Marketers Day in Auckland. It was a special moment. A sell-out crowd and a great example of something genuinely valuable that Chanel Clark has built for the industry.
On a personal level, getting through the year with four young kids and no trips to A&E feels like a solid achievement. I’m calling that a quiet win.
What was the most challenging moment of the year for you and the team?
Clear Hayes House, without question. Delivering five days of content, networking and parties and welcoming 4,500 marketers was intense, high-pressure and in the end, incredibly humbling.
It’s the definition of a labour of love – it comes off the side of the desk for us all at one of our busiest times of year. We’re only a small team, so it takes a lot of organisation and commitment. But we had a clear idea of what we wanted to create and committed to making it happen.
But when you see what our little agency can create on a shoestring it makes you wonder where all these bigger businesses are in these massive marquee moments… and we definitely see the uptick with a strong new business pipeline off the back of it.
A few gyoza and beers helped take the edge off. Hosting it in a Japanese beer stadium didn’t hurt either.
What trends did you follow in 2025 and how will this shape your work in 2026?
In B2B PR, influencer strategy has not traditionally been at the top of our toolkit. That began to change in 2025. LinkedIn is no longer just a place to post content. It is where credible industry voices shape opinion and influence how stories land.
We have been using LinkedIn with clients for some time, but it is now being treated with the same level of intent as more established influencer strategies. In 2026, we will be more deliberate about who carries the message on this platform, not just what the message is.
What are you most looking forward to in the new year?
Once the holidays are done, which include a South Island motorhome trip with four kids under ten (questionable planning), I’m looking forward to continuing to grow CHPR and Clear Hayes across Australia and NZ and into the UK and US as well as we expand our reach and offering.
Helping clients get their work, their people and their stories out into the world is still the best part of the job for me.
Quick fire five
Favourite campaign that’s not yours? DDB/Mango’s The Worst Children’s Library. So thought provoking.
Last meal you cooked?
The Kiwi classic – bacon and egg pie.
Where is your happy place?
At the beach, in 25+ degrees with a cocktail in hand – and if all my family and friends could be there too that would be the dream! This was pretty much my wedding in Fiji a couple of years ago.
Favourite thing to eat in the summer holidays?
Christmas ham, summer fruit, scorched almonds and repeat.
What’s something about you that other people might not know?
I’m ambidextrous and I know how to milk cows.
