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.
Cassidy Meredith is General Manager at Shape, Hearts & Science.
If Shape/Hearts & Science was a drink – what would it be and why?
I asked Google Gemini – it said we’d be a Dark’n’Stormy – dark rum symbolises depth of strategy and insight, while the ginger beer represents the effervescent creativity. To be honest, I’m happy enough with that so let’s roll with it.
Who or what inspired you in 2024?
My two boys aged four and one. They keep me grounded, humbled, and remind me of what matters.
Tell us about your favourite social/marketing/data trend from the year.
The rise of vodcasts locally – is it a marketing trend or will it be a consistent media channel?
What are your three biggest learnings from 2024?
Don’t take things too seriously, be brave – the cost of expected and dull advertising has never been higher, and spend more time with your friends and family.
What excited you most about your industry this year?
From a content perspective – we’re starting to see a lot of great work come out not just from agencies but in-house, and I feel that sports and content creators really contributed to this positive market shift.
Did you harness digital technology and AI in your work in 2024, and if so what impact has that made?
Yes, but not to the extent that I would have liked to. 2025 will be a great year to truly put it to the test. AI still needs that human touch though – assisted intelligence is what I think we should best refer to it as.
What office item/tool could you not work without?
Miracast. It is a gamechanger. I.T. and I finally agreed on something.
What was the biggest challenge your team faced in 2024, and how did you overcome it?
The evolving media landscape – so much change. The conversations with our clients were about what needs to be done vs. what can be done.
What are you most looking forward to in 2025?
Optimistic marketers.
Quick fire 10
- Most memorable local campaign?
AFC launch – they’ve done such a great job. - Best international campaign?
Euro 2024 & Premier League with Paddy Power – it’s not so much a campaign but a great example of how a brand can become a cultural phenomenon. - A campaign you wish you worked on?
Pink Chip – probably more an end of 23’ play but still envious. - An event/news story that got too much attention in 2024?
The Polkinghorne case – you are all super nosey people. - Biggest flop of 2024?
2024 Warriors season. Next year is our year. - The best movie you saw at the cinema?
Gladiator 2 – was it better than Gladiator? Nah. Nothing beats the OG. - The best thing about your industry?
The lunches… no but seriously, it’s the people, the variety and the learnings - How do you relax?
Sport. - Three things you’d take to a desert island?
My phone, Sky Sports subscription and my pillow. - Your favourite snack?
The scone from Beau.
Discussion about this post