Each year, StopPress asks a group of talented professionals in the local industry for their reflections on the year that was. This year, we speak to individuals who made their mark on 2023 and brought us truly impactful work.
Gareth Bayliss joined outdoor media company Phantom Billstickers as Client Director last April, after working in business capability development at business incubator The Icehouse. We asked him for his thoughts on 2023, and what he’s looking forward to in 2024.
If 2023 were a brand, what would its slogan be?
“NZ Media, banging out more deals than Briscoes”.
How would you sum up your professional year in three words?
Learning, Adjusting & Challenging.
A personal achievement I’m most proud of in 2023 is…
Joining Phantom and taking the leap to join the epic (and chaotic) world of Media.
What was the best innovation/launch/invention of 2023?
Hand Painted Advertising (HPA). Now, this is not new, in fact they are known to date back to the 1800’s so quite the opposite. But in NZ we are seeing the interest grow in this area and Phantom are setting the standard. This is not only exciting for innovative brands, but also Landlord because having an HPA masterpiece on their property instantly elevates its appeal. These stunning artworks don’t just cover walls; they transform them into living, breathing narratives that captivate the eye and inspire the imagination.
Phantom Billstickers’ HPA campaigns are not just advertisements; they are immersive experiences that engage the community. We have a big focus on growing our HPA network and 2024 is going to be big in this space for Phantom.
From a media perspective, what were the biggest lessons brands learnt this year?
One thing I heave heard a lot in the last year is Phantom give campaigns a “100% share of voice” When they are on our network, be it on a poster, a Billboards, a Takeover site or HPA, they have 100% of the space for the whole of their campaign.
I will remember 2023 as the year…
Of change.
Who inspired you in 2023 and why?
Jim Wilson, Founder/Owner Phantom Billstickers. Yes, I can hear the collective yawn at the predictability of my answer. But I have the job now so although the answer is a little cliché/kiss ass, it is true. In the last 10 months I have heard many stories from the last 41 years of Phantom Billstickers and they are all inspirational. Jim never took no for an answer, pushed boundaries and stuck to his guns. I hope I can continue to follow in this way.
What are you most looking forward to in 2024?
Working with clients to create imaginative, epic and bespoke campaigns. We are looking forward to being a part of the ideation process. We know the huge advantages of collaborating at the beginning of the creative process and have some exciting partnerships in the works.
What part can our network play in awesome advertising campaigns? Have clients made creative that is so engaging that the audience want to reach out and touch it? If so, put it on our tactile network and let them!!
Quick fire 10:
Most impactful local campaign of 2023: I can’t go past the Group M/Lion Nathan Mac’s Mural Takeover of K-Road in Auckland.
Most underrated international campaign of the year: Love the Oatly Mural campaign.
A campaign I wish I worked on: Most of Motion Sickness’s campaigns.
A news event that didn’t get the attention it deserved: “Gareth Bayliss Joins Phantom Billstickers”.
A 2023 trend you’re ready to bid farewell to: Being a narcissist who makes themselves a “New Event” in a StopPress interview.
Most listened to artist of 2023: Loyle Carner.
Most bingeable TV series of 2023: Succession.
Biggest flop of 2023: Any Love Island.
Best piece of advice you’ve been given: I can’t control everything.
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