Creating more with less: Amy Frengley’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.

Amy Frengley is Chief Thinker and Co-Founder at Thinkerbell Aotearoa.

If 2024 was a drink, what would it be? 

A whiskey sour. Sometimes smooth, very often sharp. Finding balance in the contrasts!

Thinkerbell has been in business for seven years – and has been awarded many accolades over that time. Tell us, what have been some of the biggest changes or trends that you’ve seen so far, and in 2024 in particular? 

We’re only two years old here in NZ but we’ve seen a fair amount of change in that time. Goes without saying but clearly AI is a force that will change the mechanics of our industry, more fundamentally and more quickly than we think. Reckoning with it early and building it into the fabric of how we do things has been really key for us. 

We’ve also seen a pivot back to brand building after the data-driven, performance marketing obsession of recent years. Interestingly, both of these point to the enduring value of real human creativity – ideas that feel ten-a-penny and formulaic may become more common with the advent of AI, so holding tight to the often messy process of people wrestling with ideas feels more important than ever.

What was the best part of working in creative, advertising and communications this year? 

For me personally, judging some amazing work at Spikes Asia. A privilege to see and award the breadth of creativity coming from that part of the world. Seeing new young talent coming into the industry, fresh and eager with new ways of thinking is a delight, especially against the backdrop of 2024’s challenges. Finally, seeing the impact we can create with less – necessity is the mother of invention.

What was your favourite campaign or project that you worked on? 

Our campaign for Arvida – broke category tropes, delivered some proper story telling that has established clear meaning for the brand and massively outperformed benchmarks and targets. It captured the extraordinary skill and moxie of people my parents’ age – an absolute barnstorm of knowledge and experience that is so often forgotten. Proud of that one.

How did you overcome challenges in 2024? 

Stayed nimble, got inventive, found new ways in and and new opportunities when others fell away. And, honestly, we just kept going – staying plucky and persistent is everything when you’re facing headwinds. 

What office item could you not live without last year? 

The Thinkerbell dart board – excellent at focusing the mind and surprisingly therapeutic.

What are you looking forward to the most in 2025? 

A growing openness to work that is riskier and more provocative. While a tough economy can of course give birth to more inventive ideas, there’s a parallel tendency to hunker down on the safe and conventional.

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

A few things, all at once. Less pull to mirror advertising. Fewer stakeholders and less layers. And more time in a room together.  

Quick fire 10

1. Most memorable local campaign?

   The New Zealand Herpes Foundation and Motion Sickness’ ‘Best Place in the world to have Herpes’.

2. Best international campaign?

   Burger Kings’ Bundles of Joy.

3. A campaign I wish I worked on?

   Burger Kings’ Bundles of Joy.

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

   Notwithstanding the fact there’s no such thing as too much attention – Jaguar.

5. Biggest flop of 2024?

   Air NZ safety video – would love to see it return to the offbeat and unpredictable creative that it trailblazed.

6. The best movie you saw at the cinema?

   It’s been a year of TV for me – Bad Sisters wins the day.

7. The best thing about your industry?

   Resilience and mettle.

8. How do you relax?

   The very middle-class pursuit of walking the dog while listening to The Rest is History.

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

   Sunscreen, Swiss Army knife and a solar charger.

10. Your favourite snack?

    Pretentiously, Boursin and crackers.

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