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.
Valerie Walshe is Chief Revenue Officer at TVNZ.
If TVNZ was a drink, what would it be?
Coffee – Bold, full of energy and good any time of day!
2024 held a lot of challenging times for the media industry. Tell us about overcoming these and what kept you motivated.
It’s been a challenging year for businesses across Aotearoa, including TVNZ. But necessity breeds innovation and tough economic conditions have forced us to become relentelessly focused on our future. Ensuring we can continue to deliver for all New Zealand keeps me motivated.
What was your favourite project or moment of the year?
A highlight for our team was winning this year’s IAB Grand Award for Digital Product or Service, for TVNZ+ Activate. It’s been a long year for everyone and so that recognition from our peers felt incredibly rewarding.
What was the best innovation in media of the last 12 months?
Data is king and marketeers that leverage data the best will come out on top in 2025. As we move into a cookie-less world, access to smart first-person data is becoming increasingly desirable. For me, the rise of first-party data products is the innovation of the year. In this space we have our TVNZ+ Activate suite of products, but we’re watching what our local and global competitors deliver with interest.
If you could change anything about the media industry, what would it be and why?
In challenging times, sometimes the easiest option isn’t the best one for a business. While there will always be pressure to hit quarterly sales targets, too much shortermism can come at the expense of creating long-term brand love. We want to see businesses investing in telling their story.
What was your favourite social, marketing or advertising trend this year?
The rise of TikTok as a brand-building tool for both businesses and individuals has been phenomenal to watch. TVNZ has been able to build a huge following there in a short space of time (over 600K and counting), as have many brands – and personally, I find it easy to get lost in watching people’s renovation projects and timelapse videos – it’s fascinating.
What were your top 3 learnings of 2024?
- The importance of continuing to challenge yourself. This year, I’ve moved to a new industry, a new job, and that has been (and continues to be) a big learning curve. But it is wonderfully rejuvenating and inspiring. It’s also the small things -this year, I signed up for an online language course – I’m hoping I can spend some more time working on that over the Christmas break.
- The power of AI – the productivity that AI can drive for businesses and employees is huge. We’re using tools to increase productivity in our business, and we’re also using AI with our clients. As an example, for SMBs, we are now using AI tools to create TV quality ads. There’s huge potential to drive productivity across all aspects of our business, and it’s amazing to see what we can create, or what new opportunities we can pursue, with that extra time.
- Resilience – a lesson I need to keep on learning, but it’s so important to put your own oxygen mask on first so you can help others. For me, it’s key to have a strong network of family and friends as sounding boards to help through the tough times, and celebrate the good times. Maintaining a positive outlook and having the energy to learn from mistakes and come back to try again the next day is also crucial.
Who or what was your biggest inspiration this year?
Every agency and marketer who’s dug deep this year to support local business. It’s a tough market and yet there’s still been so much brilliant work emerging.
Look into your crystal ball: what does 2025 hold for TVNZ and the media industry as a whole?
Great content for our audiences, great product innovation for our advertisers and a renewed focus for our people. There’s a lot to be excited about.
Quick fire 10
- Most memorable local campaign?
I got a laugh out of the return of the classic Tui “Yeah right” billboards. And I always enjoy the campaigns with strong characters – like Ben & Amy from ASB, the Sharma Family for ANZ, and no one can ignore Tina from Turners!
Another heartwarming campaign is one the team at TVNZ created using our new AI ad creation tool for Barnardo’s. We’re so pleased to be able to remove the barriers of advertising on television for some smaller organisations, and play a part in helping Barnardo’s to raise awareness.
- Best international campaign?
I thought Channel 4’s ‘Considering What’ campaign for the Paris 2024 Paralympic Games was brilliant. Channel 4 took a big leap of faith changing up what has been a really successful Paralympics brand for them with Superhumans and challenged viewers to reconsider any preconceived notions of the Games. As the local broadcaster of the Paralympics, I loved seeing this creativity.
- A campaign you wish you worked on?
I think the brand building for Auckland FC and its fandom, and the momentum behind it, has been awesome to watch.
- A news story that got too much attention in 2024?
Although funny at the start, the coverage of Raygun at the Olympics went too far and for too long. Maybe the performance missed the mark, but let the woman live!
- Biggest flop of 2024?
I love Jenny from the Block but my flop of the year would be Jennifer Lopez’s “The Greatest Love Story Never Told”.
- The best movie you saw at the cinema?
Most recently, Deadpool and Wolverine – I loved it! I’m hanging out to see Gladiator II as well.
- The best thing about your industry?
The people – 100% the people. They’re so creative, resilient, hardworking and collaborative.
- How do you relax?
Either I go for a run, or I drink a glass of chardonnay.
- Three things you’d take to a desert island?
Sunscreen, a machete, and a hammock with a mosquito net.
- Your favourite snack?
Salt and vinegar chips.
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