Simplified briefs, great clients and wasabi peas: Max Burt’s year in review

Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.

Max Burt is General Manager at One Plus One Communications.

Sum up your year in 3 words

Best so far.

What were your top 3 learnings in 2024?

1. As a colleague: let go more.
2. As a dad: leave my phone in another room.
3. As a friend: send the text.

How did the changing media landscape in Aotearoa impact One Plus One Communications and its work in 2024?

The landscape is shifting incredibly quickly and agencies and media outlets run the risk of being left behind as audiences move and modes of content consumption change. For an agency like ours, if the market thought all we did was generate press coverage of a certain type, our briefs would quickly dry up.

At One Plus One, we’ve really simplified how we express what we do in the last 12 months: we tell better business stories.

Yes, that could look like a double page spread in the business section, but it could also involve podcasts, owned social content, events, digital experiences, stakeholder engagement – whatever works best for the client issue we’re addressing. Through that lens, the canvas we have to tell better business stories that drive impactful results for our clients feels as broad as ever.

AI is all the rage at the moment – did you use it in your work in 2024 and if so, what was the result?

Members of our team are using AI every single day, most notably on tasks that have traditionally been pain points for younger staff. Things like summarising news clippings, analysing sentiment, optimising SEO copy, the list goes on.

AI hasn’t yet made a significant contribution to our creative or strategic process, so for now the gains have largely been process driven and time based, but let’s see what 2025 brings.

Best news story of the year?

There was a big international headline earlier this year which I loved, about solar panels being used for fencing in Germany as a result of the global production glut and plummeting price point.

We’re at a funny point in history where there’s much to be concerned about, but at the same time, production marvels are taking place that give me a lot of cause for optimism.

What are you looking forward to the most in 2025?

My daughter’s first steps (if it doesn’t happen before new year)!

What project did you enjoy working on the most this year?

Not an individual project but I’m just really proud of how our business as a whole has performed this year against a really tough backdrop. To have a fantastic team who all enjoy each other’s company, deliver excellent work across a range of great clients, and to have grown in the way we have – we don’t take it for granted.

What office item/tool could you not work without?

The office air fryer has definitely taken a pounding this year.

Favourite social trend of 2024?

I’m pretty encouraged by the anti-social trend in 2024. This year has seen a groundswell of long overdue policy seeking to address the negative externalities of social platforms. I’d love to see a move towards a healthier social media space, and am watching what’s going on in Australia with interest.

Quick fire 10

1. Most memorable local campaign?

The hīkoi to Parliament.

2. Best international campaign?

There’s been so many but I’ll go with the Woolmark ‘Wear wool, not waste’ campaign.

3. A campaign you wish you worked on?

Fairly jealous of my colleagues who got to work with New Zealand Food Network, raising enough funds to deliver 200,000 meals for Kiwis.

4. An event/news story that got too much attention in 2024?

The Tyson/Paul fight.

5. Biggest flop of 2024?

CrowdStrike’s global outage.

6. The best movie you saw at the cinema?

Dune.

7. The best thing about your industry?

Hanging out with intelligent, curious and interesting people every day.

8. How do you relax?

Reading. Enjoying my family.

9. Three things you’d take to a desert island?

Flippers. A speargun. Sunscreen.

10. Your favourite snack?

Wasabi peas.

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