Year in Review 2022: Jodi O’Donnell of TVNZ

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.

What with TVNZ+’s rebrand, a big win at the Beacon awards and launching plenty of new content, the television industry has served up a big year for Jodi O’Donnell, Commercial Director at TVNZ. Here she shares some of the highlights and looks to what 2023 might hold.

2022 summed up in three words…

Learnt a lot!

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

Twenty twenty-two has seen a lot of challenges presented to us all as individuals and as an industry. With any challenge comes uncertainty and I am incredibly proud of how the amazing Commercial team here at TVNZ have shown resilience, and embraced new opportunities, while continuing to deliver the very best for our viewers and our advertisers.

Biggest learning from changing TVNZ OnDemand to TVNZ+?

TVNZ OnDemand debuted 15 years ago as a catch-up TV service. The beauty of this rebrand is that it better reflects what the platform is today – a comprehensive streaming service, all in one place and all for free. The conversations I had with friends and family around the rebrand really demonstrated to me just how far we’ve come. It’s a lesson in sticking with what’s worked well, trying some new features and staying single minded in our focus on viewer and advertiser experiences.

An advertiser that has utilised the full extent of TVNZ+ offering really well… KFC was our launch partner for TVNZ+ Movies which was released in June this year and they’ve taken full advantage of a number of advanced video formats we offer using Innovid technology. 

And advertisers such as Fly Buys have really leaned into 1^st party data matching to identify high value audience segments based on our two sizeable databases. With our Customer Data Platform (CDP) launching in the new year this solution will be more accessible for more brands. Watch this space!

What advertising trends do you expect to take off on TVNZ+ next year?

Smart and strategic use of data, a focus on sustainability and communicating green credentials authentically with customers, and finally, embracing the opportunities of live streaming – it’s the future of TV after all!

How did this year’s events change the way you approach your work?

It’s been a full on few years, but some of the challenges have positively influenced how I’ve viewed work – from embracing flexibility to seeing opportunity in change and disruption.

Best TV moment of the year? 

Shorty’s 30^th Anniversary

A professional highlight in 2022 was… 

Our TVNZ team winning Media Business of the Year at the 2022 Beacon awards. So rewarding to be recognised by our peers in the industry for the incredible work everyone in our business delivers each and every day.

What were the biggest lessons brands learned in 2022?

That investing in your brand generates loyalty and love which pays dividends in the long run and when times are tough. The brands we see investing in emotive storytelling are the ones our viewers call us up about daily….. yes people still call to tell us what they love about our content and our advertising.

Best innovation/invention/launch of 2022…

AE – Augmented Empathy. One of our team shared with us a trend around the future of AE. Think AI but now even more real with empathy enhanced features. One to watch……

A person who inspired me the most this year was…

It’s a team rather than an individual – The world champion Black Ferns!

In 2023 I want to perfect the art of… 

Patience

Quick fire 10

Most memorable local campaign: TVNZ+’s rebrand

Favourite international campaign: Dove’s Reverse Selfie 

Campaign I wish I worked on: Trustpower – The best example of emotive storytelling on TV this year.

Best news of 2022: Women’s Rugby World Cup win

Biggest flop of 2022: Twitter

Top artist on Spotify Wrapped: Calvin Harris

Best part of being back in the office: The people, office chats and store-bought coffee (Allpress of course).

A 2022 trend I’m looking forward to leaving behind: Masks as fashion. Goodbye, I hope!

Furthest place travelled in 2022: Hawaii – and it was amazing!

Best book I read in 2022: The Space Between Us by Thirty Umrigar. Wow – an incredibly powerful story.

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