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.
Sarah Norrie is Chief Marketing Officer at Milford Asset Management
Sum up your year in 3 words
Another great year.
How has the last few years (2020 to now – Covid-19 pandemic, cost of living crisis) changed the world of investments in Aotearoa – what sort of trends are you seeing off the back of these major events?
Markets go up and down. They always have and they always will. We feel an inherent responsibility to communicate regularly with our clients and to educate New Zealanders, whether our clients or not, on all things investing. Whether it be the KiwiSaver plan or Investment funds, goal setting, or investment fundamentals to name but a few – investing in the share market can make a meaningful difference to the wealth of those who are on this journey. However, at times it can be scary (when markets are going down) and it’s really important that people feel informed and can have access to information to educate themselves and to feel more confident on this journey. We’re definitely seeing more applications from clients needing to access their KiwiSaver for hardship, we’re also seeing huge growth in younger investors opening accounts with us. Investing has fast become something that is accessible for anyone and everyone as opposed to an older, wealthier person and with all that has happened in the world in recent times, we are certainly seeing more and more people looking into how they can grow their money and set themselves up for the future to obtain the things they want in their lives.
Tell us about marketing for an investment firm – what have been some of the keys to creating relevance and longevity, especially after two decades?
I have been at Milford for just five years. Coming from an advertising agency background, and radio before that, it was quite the adjustment to move from a jeans-wearing environment to a very corporate one and to market just one brand. Milford’s success is based on its purposeful pillars. Our story is an aspirational one, from a start-up with some really tough times in the beginning to the success it is today. That success, I think is based on the core values Milford set for itself back at the beginning and stay true today. We always put our clients first, we only invest in the same funds as our clients, and we employ world-class professionals in our investment team. We are wholeheartedly committed to growing the wealth of our clients and making a positive impact on the community (the Milford Foundation has done some incredible work in this space). So, our success, I believe is because we have remained true to our values, and our investment performance and growth over the last 21 years (we have just had our 21st birthday) is reflective of that. It really is a privilege to work for an organisation like Milford. We are fundamentally making a positive impact on people’s lives both financially and philanthropically.
AI is all the rage at the moment – did you use it in your work in 2024 and if so, what was the result?
Not really, no. Our marketing strategy, campaigns and copy are all us. A reasonable amount of this is done within the marketing team and we are supported by our brand agency. We have used AI to change some images – i.e. the clothes on a corporate image for a team member but that’s as far as we have gone so far. It will definitely be part of the mix and we are testing and learning now, however, the success of our marketing strategy is based on what we see, hear, know and learn. We’re always on and always iterating to reflect what is happening in New Zealand and around the world. I’m not sure AI will take that over for us, but it can certainly assist us. No doubt about that.
Biggest challenge of 2024?
Staying ahead of our competitors and continuing to iterate and evolve our strategy. We have some really exciting plans for 2025.
Best news story of the year?
Susan Edmunds, RNZ, wrote an awesome piece about the ongoing and outstanding performance of the Milford Active Growth Fund. Our e-app (the tool we have available for people to switch their KiwiSaver to Milford) has never worked so hard!
What project did you enjoy working on the most this year?
We partner with Rowing NZ as sponsors for the live streams of rowing regattas. They are a phenomenal organisation to work with and rowing generally is such a positive and inspiring sport to be associated with. I’m always on such a high when standing on the lake edge at Karapiro during regattas and we’re proud of the amazing experience those who support rowing can now have online if they can’t be lakeside.
We’ve also been working on a summer campaign “Milford Money Goals”, which is an e-magazine filled with easy-to-digest resources about all things KiwiSaver, investing and advice on how to plan and set financial goals. As we enter 2025, it’s the perfect time to reassess where you are financially, and we hope moneygoals.co.nz will help people do that.
What office item/tool could you not work without?
My Mac. Milford is a PC company and coming from an advertising agency background – I just didn’t want to face learning a new operating system. I’m the only Mac user in the Milford village…. Well, we also have one in our film studio as well now too.
Favourite marketing/social trend of 2024?
I’m an animal lover, so couldn’t swipe past Baby Animal Sensations where notable stars like Moo Deng, a baby pygmy hippo known for its adorable tantrums and Pesto the Penguin, a chubby King Penguin whose waddles are absolutely hilarious. Just divine escapism of cuteness. I know, perhaps not the coolest answer I could have come up with, but an honest one. If I could have baby animals in Milford marketing campaigns – I probably would.
Quick fire 10
- Most memorable local campaign?
I think ASB’s Ben and Amy campaign series is really memorable. Really well cast and the use of playfulness I think cuts through. Not a new idea, other banks over the years have used the same talent to tell an ongoing story, in fact, ASB have a history of it – those of us old enough will remember the “Stanley” campaign with Lucy Lawless back in the 90s followed by Goldstein, also award-winning.
- Best international campaign?
I thought the Specsavers humorous van stunt was extremely clever. I’m personally a huge fan of activation at the best of times, so when they parked a branded van suspended by a bollard with a warning sign, it was hilarious and went viral. Humour in campaigns is often the best way to cut through and this stunt reinforced their famous tagline, “should’ve gone to Specsavers”, and showcased the power of humour in advertising.
- A campaign you wish you worked on?
I’m of course too young to have been part of it, but Nike’s “Just Do It” 1988 I think began a revolution of sports marketing by bringing in emotional storytelling over sports product promotion fundamentally. It showcased the connection of athleticism with empowerment, ambition, and overcoming challenges. It appealed to not just elite athletes but to everyday individuals.
- An event/news story that got too much attention in 2024?
Anything to do with Harry and Meghan.
- Biggest flop of 2024?
Auckland’s inability to keep raw sewerage in the pipes and not in the Waitematā.
- The best movie you saw at the cinema?
Ever? Gosh, this is hard. Star Wars, perhaps. George Lucas certainly began a cultural phenomenon back then. I was really hopeless at drawing Storm Troopers after the fact.
- The best thing about your industry?
Making a difference to people’s financial future.
- How do you relax?
I’m an active relaxer so spending time walking my dogs, or anything outdoors. I have just purchased an e-bike, so have big plans and adventures in mind for that.
- Three things you’d take to a desert island?
Sunblock, water and my pillow.
- Your favourite snack?
Blueberries.
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