Lee-Ann Morris, MBM CEO

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

Finally

How would you describe your year?

While we experienced significant positive momentum, 2023 was not without its fair share of challenges. On the downside, our clients and teams grappled with the impact of floods, economic downturns and pervasive uncertainty. On a brighter note, we proudly achieved the distinction of Agency of the Year at The Beacons, secured notable new business wins, and, as always, found support and levity from our esteemed MBM team (they keep us grounded and make us laugh).

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

Embedding our new positioning, “Think Beyond”, has been transformative. It has served as a compass for us, influencing and challenging everything we do. It has guided how the team behave and how our work shows up in the wild. This past year has been an epic journey as we witnessed the team harness the power of our positioning to explore innovative ideas, new possibilities and fresh perspectives.

The GroupM NZ “Back to News” programme, which aims to support responsible journalism in NZ is a fantastic initiative and the right idea for our market (Shayne did not coerce that statement).

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

I’m optimistic, hoping for a robust economy, thriving businesses, and a confident consumer base (indulge me in my summer dream, won’t you?).

MBM’s priorities will be supporting clients and our teams to navigate (insert all obvious trends): the impact of AI (personalisation, analysis, content creation, predictive insights), the long-awaited culmination of cookie degradation, the dominance of video and short-form content, and the imperative of sustainability.

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

Our talent. Nurturing and retaining outstanding individuals, drawing diverse talent into our industry and MBM.

You can have all the smart tools and software but without passionate and smart people all you have is a fancy calculator. As a service-driven industry, our teams stand at the heart of what we do.

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

The perennial challenge persists: succumbing to short-term thinking.

It is imperative to channel resources and efforts into comprehensive measurement strategies. This gives marketing and advertising a seat at the executive table, and allows us to unequivocally demonstrate ROI for the business.

What are your plans for the summer break?

Summer break, my happy place! Give me a good book, some sunshine, a glass of wine, and the company of friends and family, and I’m in paradise. It’s a classic combo, and for good reason.

We typically stay put around Auckland, reserving our escape to Russell for the end of January when the holiday crowds have returned to work.

It is imperative to channel resources and efforts into comprehensive measurement strategies.