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.
Angelina Farry is CEO of the Interactive Advertising Bureau New Zealand (IAB NZ).
If IAB NZ was a drink, which one would it be and why?
A good, strong flat white – a rich source of information, blending insights with smooth execution and a local flavour. Like espresso and milk, it’s a beautiful thing when advertisers, publishers, agencies and brands collaborate to build the New Zealand digital advertising ecosystem.
The digital world is constantly changing and adapting. Tell us what you found to be the biggest industry developments in 2024.
This year the digital advertising landscape has been significantly shaped by emerging tech, privacy considerations and the increasing importance of first party data. Generative AI with humans in the loop is, and will continue to be transformative. Publishers are already on this journey and introducing innovative solutions, such as entry-level digital advertising tools designed to provide Kiwi SMEs with access to more affordable media packages, designed to foster local business growth.
Tell us about your favourite industry trend this year.
The growing importance of purpose-driven marketing – brands and agencies are increasingly focusing on social issues and corporate responsibility, as consumers seek out brands that align with their values. This was evidenced by the judges at this year’s IAB New Zealand Digital Advertising Awards selecting Dentsu’s ‘Ancient Influencers’ for Movember as Best in Show.
Top 3 highlights from this year’s IAB NZ Awards night?
When PHD Media received a standing ovation for winning Media Agency of the Year – 400 people stood up and applauded as their team walked on stage to accept the award. It’s inspiring to see the ripple effect of strong agency culture and leadership on the wider industry.
Seeing the sheer look of joy and surprise on Ishal Eshna’s face from NZME as she was named winner of the Grand Award for Emerging Talent.
Getting on stage to speak to 400 people who had gathered to celebrate the digital advertising industry, the great work done over the last 12 months, and most importantly, each other.
What are your three biggest learnings from 2024?
- The importance of strong and effective Board governance. The IAB New Zealand Board has been hugely supportive and active in their decision making this year, and we have had two excellent Chairs in Stephen Old and Rob Hutchinson from TVNZ. We also welcomed Vanessa Williams, GM Marketing and Media from realestate.co.nz and Iris Benedikt, Chapter Lead Digital Performance Marketing Air NZ to the Board.
- The power of organisational purpose and global partnership. IAB New Zealand is one of 45 global chapters whose collective purpose is to help the media and marketing industries thrive in a digital economy. This purpose has informed everything we have done this year, and guided the 70+ strong IAB New Zealand Council teams.
- The importance of CPD – Continuing Professional Development – as Steve Vamos former Xero CEO said, be a learn-it-all, not know-it-all.
Did you harness AI in your work in 2024, and if so, what impact has that made?
Yes, our Councils and Working Groups, who volunteer their time, use AI to improve efficiencies and reduce administrative load. For example, Qassem Naim, Chair of our Data, Privacy & Measurement Council team created an AI generated podcast of our sold-out Marketing & Measurement Event ‘MeasureUp’ that you can listen to here.
What office item/tool could you not work without?
My MacBook Pro.
What was the biggest challenge your team faced in 2024, and how did you overcome it?
We refreshed the IAB New Zealand brand, operationalised a new CRM and built a new website in four months, thanks to the decisiveness of our Board, and the dedication and skill of our partners from Hype & Dexter and Hayley Soffe Integrated Design.
Gaze into your crystal ball and tell us where you see the industry going in 2025 – what changes do you foresee?
Digital advertising revenue will continue to increase year-on-year. Kiwis are entrepreneurial by nature and I believe in the ability of the New Zealand digital advertising industry to innovate, adapt and thrive long-term. Multimodal AI will continue to be a tool to help Kiwi businesses work smarter, and shift resources from administrative tasks to strategy, growth, creativity and building relationships.
Quick fire 10
- Most memorable local campaign?
Motion Sickness’ Quit the Tit. - Best international campaign?
Adoptable by Pedigree. - A campaign you wish you worked on?
DDB’s Correct the Internet. - An event/news story that got too much attention in 2024?
The Jaguar rebrand. - Biggest flop of 2024?
The Jaguar rebrand.
- The best movie you saw at the cinema?
I haven’t made it to the movies yet, but am looking forward to seeing Angelina Jolie in Maria. - The best thing about your industry?
The people. - How do you relax?
Podcasts and good coffee while I walk my dog. - Three things you’d take to a desert island?
A Swiss Army Knife, a water purification tool, and my husband. - Your favourite snack?
70% dark chocolate.
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