Year in Review 2022: Katie Mills of NZME

Each year, StopPress asks a group of talented professionals in the local industry for their reflections on the year that was. Brought to you by NZME, this year we speak to individuals who made their mark on 2022 and brought us truely impactful work.

Chief Marketing Officer at NZME, Katie Mills shares the highs and lows of working in media in 2022 and what she’s expecting to see more of in 2023.

2022 summed up in three words…

Harry and Meghan. 

A personal achievement I’m most proud of in 2022…

Riding the wave of another year in media, making it through, sliding sideways at high speed into the summer break. I work with an incredible team and their high-energy, creativity and slog has been a massive highlight for which I am both proud and grateful. 

The biggest change to New Zealand’s media landscape was…

The global digital platforms recognising the value of NZME’s high quality journalism.

What was it about 2022 that made it the right time for the ‘News Worth Knowing’ campaign?  

Every year is a good year to highlight the importance of quality journalism, but now more than ever Kiwis want and need quality trustworthy journalism. The New Zealand Herald is committed to providing exactly that. 

With more than 200,000 subscribers, Kiwis have already demonstrated the trust they have in NZME news products. ‘News Worth Knowing’ simply reconfirms we’re the lens through which New Zealanders view their world. 

How did this year’s events change the way you approach/view marketing?
As always, it was a reminder that beyond the noise there is often a much quieter majority. Never forget you are repping for your audience.

Who did great things marketing-wise in 2022? 

I love what NZ Post has done to evolve their rebrand. I really admire Sarah Sandoval, who I reckon is a champion for the marketing industry. Rebrands are tricky to get right, especially when a brand has a long history, but NZ Post have nailed it. They’ve kept their customers right at the heart of the rebrand.

Best innovation/invention/launch of 2022…

iHeartRadio talkback. You can chat directly with on-air hosts in conversations by tapping, recording and sending your voice within the iHeartRadio app. We know our audiences are engaging in new, emerging technologies, so innovations like these ensure we move with our listeners.  

Biggest mistake marketers will make in 2023… 

Sometimes there’s a misconception around what some marketers view to be ‘mainstream media’ platforms, and what is true for ‘real New Zealand.’ Media is media. 

A trend that will take off in 2023…

Without a doubt, there will be a continuing explosion in podcasting. It’s one of the fastest growing digital media platforms in the world and it’s only going to get bigger. This summer download the free iHeartRadio app and wrap your chops around a massive library of world-class global and local content.

A person who inspired me the most this year was…

Gayle Troberman, Chief Marketing officer at iHeartMedia in the USA. If you ever have the chance to hear her speak about the power of audio, do it. After 20 years in the industry, I was utterly reinvigorated about the potential Audio has for Kiwi audiences. 

In 2023 I want to perfect the art of…

The perfect mic drop, how to use the Oxford comma and origami.

Quick Fire 10

Most memorable local campaign: NZ Post had me (again) with the Festive Fibs campaign. (Choir version of Fleetwood Mac’s Little Lies = Genius).

Favourite international campaign: The roll out for Taylor Swift’s 10^th Album Midnights.

Campaign I wish I worked on: Taylor Swift’s Midnights.

Best news of 2022: The incredible and inspiring Black Ferns and the rise of women’s sport – long overdue!

Biggest flop of 2022: Balenciaga.

Top artist on Spotify Wrapped: David Bowie.

Best part of being back in the office: The team!

A 2022 trend I’m looking forward to leaving behind: Working from home. 

Furthest place travelled in 2022: Austin City Limits Music Festival, Austin, Texas.

Best book I read in 2022: Queen of Muck, written for kids by a very clever mate, highly recommended. 

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