Each year, StopPress asks a group of talented professionals in the local industry for their reflections on the year that was. Brought to you by NZME, this year we speak to individuals who made their mark on 2022 and brought us truely impactful work.
The past year not only saw Commercial Communications Council CEO Simon Lendrum publish a book (!) but also lead his team through yet another year of challenges. He reflects on dodging the curve balls of 2022 and coming out stronger than ever in 2023.
2022 summed up in three words…
Do something different.
A personal achievement I’m most proud of in 2022…
I published my first crime novel, The Slow Roll, in July. It was chosen as one of the Best Books of 2022 by The Listener.
The biggest accomplishment for the NZ Comms industry this year?
It’s been a pretty unusual few years. The resilience of our industry never ceases to impress me. 2022 was a year of challenges; staff shortages, Covid impacts, fatigue. But as ever, agencies and clients dug deep, got creative, and produced some great work.
How did this year’s events change the way you approach/view the Comms industry?
There’s no doubt that the advertising community deserves its reputation as a hugely competitive industry. Yet, time and again, I’ve seen the power of collaboration when agencies, clients, media owners and the production community come together to support one another, work together on the big issues that we face in the future, and generally take care of each other. It’s a pretty special industry to be part of.
Who did great things Comms-wise in 2022?
Everyone who got work out in a climate of resource constraints, unexpected curve balls, economic uncertainty and the slow return to the office.
What do you think were the biggest lessons brands learned in 2022?
I’ll continue the theme above. If there was ever a doubt that great work requires great talent and good teams working together, with everyone focused on the right outcomes, the challenges presented by hybrid working, sick leave, and the residual surreal nature of Covid times will surely have driven this lesson home.
Best innovation/invention/launch of 2022…
In person meetings.
Biggest mistake marketers will make in 2023…
I think there will be two significant mistakes made by corporate New Zealand in 2023, neither of which will be led by the marketing department, but both of which will have long-term effects. Firstly, as ever, marketing budgets will be subject to enormous pressure from C-suite decisions based on recessionary headwinds. Short-termism might make the balance sheet look marginally better in the immediate future but will only make it harder to deliver growth in the mid/long term. If the Reserve Bank succeeds in cutting short-term demand, businesses should switch to creating future demand rather than cutting activity.
The second corporate trend that will likely impact the future is the shift in office capacity in response to short-term trends towards working from home. Ours is a collaborative endeavour, and my prediction is that over time, people will gravitate back to the office for the majority of time. Companies that change their real estate strategy assuming that WFH is here to stay may find themselves with more fundamental problems of productivity, culture loss, and lesser outcomes as a consequence.
A trend that will take off in 2023.
Hopefully, a return to timeless fundamentals. Start-ups will focus on profitable business models from the outset, rather than chasing customer growth regardless of any sustainable business model. In marketing, while there’s nothing wrong with taking punts on new, as yet unproven technologies in the hope that they will transform a brand’s fortunes, we’ll hopefully feel just as brave doubling down on the channels that we already know work in reaching audiences. The metaverse can wait.
A person who inspired me the most this year was…
I attended the graduation ceremony for Te Mātātahi, a digital scholarship programme run by Whāriki. It was a privilege to see how much the programme meant to the participants. One young woman, in particular, was hugely inspiring. She made it her mission to meet everyone in attendance, to build connections that might help her in her future career, and to squeeze every opportunity out of the event. Within 2 minutes of meeting her, I had a vivid picture of her life story, her passion and determination for success, and felt humbled in her presence. Her potential was amazing. If our industry can find homes for people like her, we’ll have a rosy future.
In 2023 I want to perfect the art of…
Being in the right place at the right time to make a positive difference to someone’s day, every day.
Quick fire 10
Most memorable local campaign: I’m forever agnostic; I don’t play favourites.
Favourite international campaign: Not strictly on brief, but Christina Aguilera’s 2022 version of Beautiful was a hard but important watch; and did a great job raising awareness around body image, disordered eating, and how hard it is to grow up in a digital world.
Campaign I wish I worked on: A big winner in 2022, but really a ’21 campaign so a bit of a cheat, but I wish I’d worked on the Kiyan Prince Foundation campaign. A visceral reminder of the horror of knife crime.
Best news of 2022: I’m not a royalist, but the Queen’s death was clearly the biggest news of the year.
Biggest flop of 2022: Elon Musk.
Top artist on Spotify Wrapped: I refuse to be judged.
Best part of being back in the office: The energy I get from my team.
A 2022 trend I’m looking forward to leaving behind: Zoom as the default.
Furthest place travelled in 2022: Christchurch.
Best book I read in 2022: So many. Vine Street by Dominic Nolan or She Rides Shotgun by Jordan Harper.
