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.
Quentin Weber is Founder and CEO of Unbound.
Sum up 2024 in three words.
Survive to 25.
What were the biggest changes to the world of digital marketing in 2024?
Everyone is talking about 2024 as the year of AI. The advancements in AI this year have been incredible, with AI tools becoming far more useful and personalised. Everyone seems to have their favourite AI platform – like many, I started the year mostly using ChatGPT, but I’ve found myself using Gemini more and more.
Data and analytics have also had their ups and downs – take the Cookiepocalypse false start, for example. There is a growing focus on data collection and accuracy. Data has always been a core focus at Unbound as this drives our performance campaigns. This year, we’ve partnered with Cookiebot (a cookie management platform) and Stape (for server-side tracking) to help our clients stay ahead of the curve and allow us to ensure both compliance and data accuracy.
What was Unbound’s point of difference in 2024?
Many agencies are rebranding themselves as “AI agencies.” While AI is undoubtedly a valuable tool — and one we actively use — it’s not the foundation of our work. At Unbound, we’re not about hype. We’re more low-key, focusing on delivering consistent quality and letting our results speak for themselves.
Despite the challenges of 2024, we’ve partnered closely with our clients to achieve strong outcomes. We’re dedicated, hardworking, and we genuinely care about our clients’ success.
What was the best part of working in digital marketing this year? What was your favourite campaign or project that you worked on?
I love working with a wide range of clients, from big to small, and helping them get where they want to be. Digital marketing is constantly changing, which makes life interesting. It is all about the craft, and I love exploring ways to get ad channels to perform better.
This year has been the year of Performance Max and Demand Gen from Google. It’s been interesting to push these channels to their limits and find the configurations that get better performance for our clients.
My favourite campaign I have worked on is the Auto Trader rebrand. We started working with the Auto Trader team at the beginning of the year and worked alongside 4AM and Lassoo for the rebrand in September.
Who/what was your biggest inspiration in 2024?
The Unbound team – so many talented folks all working together and getting sh*t done!
What helped you to stay motivated?
Honestly, I’m completely hooked on the challenge of digital marketing. The digital world is constantly evolving, and I love being at the forefront, figuring out how to make it work even better.
I’m fascinated by the challenge of it all, like solving a complex puzzle. I love digging deep into data, uncovering insights, and developing strategies to help our clients succeed. In a space where everyone is shouting about quick wins and overnight success, I focus on making an impact. It’s about staying true to myself and my values: being authentic, helping people, and making a real difference in their businesses.
There’s nothing more rewarding than seeing the ‘aha!’ moment when a client understands how digital can transform their business. That’s what motivates me every day, along with a good cup of coffee.
What are you looking forward to the most in 2025?
Big things are brewing for Unbound in 2025, so I am looking forward to implementing these. Also, it will be good to have a break over Christmas and January to recharge the batteries to start 2025 fresh.
If you could wave a magic wand over your industry, what would be the first thing you changed and why?
Getting people to understand the importance of brand building. While most people come to Unbound looking for a performance marketing partner, having a strong brand is critical to success.
Too often, branding is treated as an afterthought, something to consider only after performance marketing campaigns are underway. But as we’ve seen time and time again (and as studies by TikTok and Tracksuit have confirmed), a strong brand significantly amplifies the effectiveness of performance marketing.
Businesses need to realise that brand building isn’t just a “nice-to-have” – it’s a crucial foundation for success. It would give them the foresight to invest in developing a strong brand identity, clear messaging, and a compelling story from the get-go.
Quick fire 10
- Most memorable local campaign?
Auto Trader
- Best international campaign?
Michael Cera for CeraVe – it made me want to buy CeraVe
- A campaign I wish I worked on?
Vital Zing – Shout out to some Kiwi heroes who write great email copy.
- An event/news story that got too much attention in 2024?
Anything with Elon Musk.
- Biggest flop of 2024?
Most hate for the Jaguar brand redesign – but I actually kind of like it!
- The best movie you saw at the cinema?
Cinema, what’s that?
- The best thing about your industry?
Making a real difference to people’s businesses. Our team are super passionate and have a lot to give!
- How do you relax?
Pick up heavy things (powerlifting) – maybe not super relaxing, but it keeps me busy when I’m not thinking about campaigns.
- Three things you’d take to a desert island?
Earbuds, a phone with a long list of downloaded podcasts – mostly history or true crime and a Swiss Army knife.
- Your favourite snack?
Snackachangi – Sweet Chilli.
The post ‘Survive to 25’: Quentin Weber looks back on 2024 appeared first on stoppress.co.nz.
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