January 8, 2025

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Commitment to manaakitanga key to dentsu success: Lisa Divett’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.

Lisa Divett is Chief Strategy Officer at dentsu Aotearoa.

It’s been a great year for dentsu Aotearoa – most recently, finalists in three categories at the HRNZ Awards 2025. What do you think have been some of the secrets behind this year of success?

An incredible commitment to manaakitanga, which is rare in our industry.

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

A grapefruit, sake and Kawakawa cocktail – A good old fashioned Kiwi flavour blended with an incredible respect for craft, and enhanced by a healthy respect of Te Ao Māori.

What excited you most about your industry this year?

Our ability to remain optimistic.

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

Harness is a big claim. I’m excited about the potential of AI, and I’m trying to make the incorporation of it into my workday habitual, but I’d be absolutely lying if I said I’d managed to “harness” it.

What has been your work highlight of the year?

Joining dentsu and having my husband’s company, Sweet Sting (a delicious chili-infused honey) being exported to the US.

I’m also really proud of some important work we have going to market over the holiday period. It’s estimated that in NZ, one in four females and one in eight males experience sexual violence or abuse in their lifetimes, many before the age of 16, and we know that over the Christmas period, offending often increases. This campaign speaks to users of violence directly and encourages them to change their behaviour and, in doing so, find better ways of connecting with their partners, kids and themselves.

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

The team hired me, they are still learning how to overcome the devastating impact that’s had on them.

What are you most looking forward to in 2025?

 In 2024 a group of us came together (whakatinana) to help increase the participation of Māori in advertising from its current dismal 4%. Next year we are cementing our strategy and going on a noho moe together. Can’t wait.

If you could wave a magic wand over agency land, what would be the first thing you changed and why?

We would tautoko (support) each other much more.

Quick fire 10

  1. Most memorable local campaign?

    Make NZ the best place in the world to have Herpes – Motion Sickness.

  2. Best international campaign?

    Brat Summer – Charli XCX.
  3. A campaign you wish you worked on?

    MindSets – dentsu had already created this work by the time I joined, but I think it’s such a clever way to help men be more mentally fit.
  1. An event/news story that got too much attention in 2024?

    Everything Elon.
  2. Biggest flop of 2024?

    See above.
  3. The best movie you saw at the cinema?

    The House Within, directed by Joshua Prendeville and shot by my very clever brother in law Bill Bycroft.
  4. The best thing about your industry?

    Curious, clever, creative people and the problems we get invited to solve.
  5. How do you relax?

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

    My husband and two kids.
  7. Your favourite snack?

    Wine (does that count?)

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