Blair Alexander, FCB CEO

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

Thankful.

How would you describe your year?

Pretty hectic, but a very successful one.

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

The launch of Initiative into the NZ market and winning the ASB media business. We’re just getting started so watch this space . . . Because it’s the holiday season, I’m going to go with a creative campaign DDB have made for McDonald’s this summer — it’s good to be the driver. What a simple human truth and brilliantly executed with a super fun ad. It caused much debate in my household with a number of false accusations of bite size. We watched, we laughed and we actually ordered (sober) . . . and I don’t like to admit that.

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

I think it will be like a lot of recent years — unpredictable. My priority hasn’t changed — keep being ambitious, keep challenging the briefs, keep pushing for innovative and creative work that drives great measurable business results — and have fun.

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

Getting the balance right for our people. Wellbeing is very important to me, but the industry continues to evolve at pace and that comes with additional pressure to learn, deliver and make money.

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

Saying yes to everything. Deciding what not to do is just as important. There will always be the next big shiny thing, not all of which is important to business success.

What are your plans for the summer break?

I’m being very deliberate around relaxation. I’ll be on Waiheke Island and going with the flow, which translates to lots of beach and winery time.