Alex Radford, D3 co-founder

What’s the one word to sum up your mood as we look back on 2023 and look to 2024? Optimistic.

How would you describe your year?

2023 for me was a year marked by a bunch of hurdles but some gratifying triumphs.

The launch of Imanz was a high point, shining a light on why indie New Zealand-owned agencies are so vital to our industry.

At D3, our year was one of continued growth diversifying our services into data and tech consultancy as well as into Australia. Although the journey wasn’t without its challenges, it has been the collective resilience and a focus on our client’s growth that propelled us forward.

What’s the best initiative/project/ campaign in your own business — and one you thought a rival did well?

In November, as New Zealand’s major banks announced their massive profits (like ANZ’s $2.2 billion), we collaborated with NZME and Stuff to strategically place ads for The Co-operative Bank around every news article discussing these profits.

This campaign highlighted The Coop’s

unique profit-sharing with customers, leading to numerous sign-ups. Reportedly, this move didn’t sit well with the Aussie bank CEOs. A win for us!

I really loved how PHD brought to life the outsourced radio ads campaign for Skinny. Really smart creative idea that was then executed brilliantly across all channels.

How do you think 2024 will play out for New Zealand media — what’s the biggest priority for you?

The New Zealand media industry faced significant headwinds in 2023, which will likely extend into this year. Despite continued growth in the likes of Tik Tok and Meta, I genuinely think that TVNZ+, Three Now, and revamped Stuff and NZ Herald offerings will help lure marketers back to more traditional and proven channels.

Biggest priority for me is to continue to offer our clients a real balance between the scale of the global tech giants, and the more nuanced, bespoke, local offerings of our NZ media businesses.

What’s the biggest issue that keeps you awake at night?

Turning 50 this year. And the very real prospect of Trump being President again. I think the latter scares me more.

What’s the biggest mistake media/ marketing /advertising people need to avoid in 2024?

Too much ChatGPT. As an industry, we can’t risk losing that human touch. ChatGPT is a tool but not the solution.

What are your plans for the summer break?

Cliched, but spending quality time with the family, on Waiheke, hopefully in the baking sun. Getting ready to do it all again!