Modern problems, indigenous solutions: Jacob McGregor’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.

Jacob McGregor is Pou Ārahi Māori at VML Aotearoa.

Sum up 2024 in three words.

He ao hou – A new world. Mainly for me having just joined the advertising industry, but also for the wider country and globe, particularly in light of the change in governments.

If VML Aotearoa was a drink – which one would it be and why?

Some type of kawakawa infused cocktail – because we’ve got the perfect blend of indigenous thinking and modern creativity. 

What are your three biggest learnings since starting with VML Aotearoa earlier this year?

1. Coming from client side, I didn’t realise just how much work goes into a campaign to ensure all the dots are connected. From reviewing literature and policy to engaging the community and bringing on partners, this has been a huge learning for me.
2. I also thought there were far more Māori in the industry than there were. It’s evident we’ve got a representation problem with only 4% of us identifying as Māori. This is something a few of us have been working to address. More on that to come in the new year.
3. And the last learning for me – or maybe less of a learning and more of a reminder – is that we can find solutions to many of today’s problems when we apply an indigenous perspective.

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

It might sound odd, but my favourite project was a research piece we did for Te Whatu Ora about best practice for social marketing in alcohol harm prevention. We created a kaupapa Māori research framework to really understand the problem and identify the role social marketing can play in solving it. 

What excited you most about your industry this year?

The unity amongst Māori in the industry and the passion we all have to increase representation and make the industry a better place for our people – and thereby all people – to work.

Did you harness digital technology and AI in your work in 2024, and if so, what impact has that made?

For sure! We’re very lucky at VML Aotearoa to have access to WPP Open. This is an AI-powered system that pulls together all of WPP’s apps, tech, and data into one place. We’ve been applying a responsible innovation lens to our use of AI within WPP Open, for example, we’ve worked with clients to make sure imagery is less triggering for those impacted by natural disasters.

What office item/tool could you not work without?

My desk fan! I run hot, so it’s been a lifesaver. Shout out to Aroha Gell for the gift.

What was the biggest challenge your team faced in 2024, and how did you overcome it?

Much like other agencies, we’ve had to pivot this year in response to the new environment here in Te Whanganui-a-Tara | Wellington. I’d say we’re still in the process of overcoming that challenge as the environment continues to evolve, but one thing that’s getting us through is the strong relationships we’ve built throughout the years – both with clients and also partners.

What are you most looking forward to in 2025?

Working with others who are just as passionate about being responsible ancestors for generations to come.

Quick fire 10

1. Most memorable local campaign?

   The herpes campaign from Motion Sickness and NZ Herpes Foundation.

2. Best international campaign?

   The 100^th Edition of the Frankfurter Allgemeine Zeitung by Scholz & Friends.

3. A campaign you wish you worked on?
   
   Probably ‘The Last Photo’ by adam&eveDDB
4. An event/news story that got too much attention in 2024?
   
   Not so much one story, but probably an overall narrative. I think we give too much attention to racists, sexists, and homophobes here in Aotearoa, and that there are actually far more people in support of diversity and equity than not. 
5. Biggest flop of 2024?
   
   The Willy Wonka event in Glasgow.
6. The best movie you saw at the cinema?
   
   Ka Whawhai Tonu
7. The best thing about your industry?
   
   The minds!
8. How do you relax?

   With whānau and friends over kai and inu.

9. Three things you’d take to a desert island?
   
   A bottle with a built-in filter, a tent, a pocket knife.
10. Your favourite snack?
    
    Chocolate pretzels!

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