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.
Angela March is Founder and Director of Brainchild.
If 2024 was a drink, what would it be?
A spicy margarita – fruity enough that you almost forget it’s tequila.
What were the biggest changes to the world of PR and communications in 2024?
The shrinking media landscape has been a challenge for years, but 2024 felt especially tough. Watching trusted outlets close and seeing fewer opportunities for quality reporting is tough — not just for those in PR but for anyone who values good journalism.
On top of that, the mass adoption of AI has been a game-changer. While I’m all for the efficiencies AI can bring, it’s also led to a flood of homogenised content. Combine that with rising misinformation, disinformation, and social media becoming the primary news source for younger audiences, and trust (and truth) has never felt more fragile.
The silver lining is that this is an opportunity for PR. The value of earned credibility has never been higher, and we’re in a strong position to help brands build trust with thoughtful storytelling that actually connects.
How did the shifting media landscape impact your work?
It’s made a 360-degree approach more important than ever. With fewer traditional media opportunities and audiences spread across platforms, we’ve had to be even more strategic about where and how we tell a brand’s story.
I call it ‘platform relations’ — understanding the language and culture of each space, from media stories and influencer partnerships to owned content and activations. It’s no longer one story for all channels; it’s about tailoring messages to connect to your audience wherever they are.
What was the best part of working in PR this year? What was your favourite campaign or project that you worked on?
I loved the variety! Some standout projects for me were JB Hi-Fi’s Black Friday influencer campaign, launching the Bachelor of Fintech with the University of Waikato (New Zealand’s first!), and turning realestate.co.nz’s data into stories people actually cared about. One of my favourite stories was about the spike in NZ property searches after Trump’s election win — such a fascinating way to show how global politics can even affect the property market.
Who/what was your biggest inspiration in 2024?
The honesty of other business owners in my network. Sometimes, just hearing someone else say, “this is hard,” is all you need to dig in and keep pushing through your own ‘hard’ when you’re running a business.
What helped you to stay motivated?
Client results. Oh, and coffee. Always coffee.
What are you looking forward to the most in 2025?
It feels like optimism is finally back (and hopefully, it sticks around). Businesses are making plans and getting ready to take action, and you can feel that momentum building. We’re already brainstorming and lining up 2025 client plans.
If you could wave a magic wand over your industry, what would be the first thing you changed and why?
I’d change the way people think about PR — and I’d delete the word ‘spin’ from the dictionary while I’m at it. PR is about trust, reputation, and building real, meaningful connections, which has never been more important. PR is often underestimated, and I’d love to see it recognised for the value it brings.
Quick fire 10
- Most memorable local campaign?
The FreshChoice Aid Aisle – I love the way this went beyond ‘naming rights’ and created a memorable experience for participants. It’s the kind of activation that sticks with people, which is exactly what great sponsorship should do.
- Best international campaign?
Assume That I Can by CoorDown. Inspired by a powerful speech from Marta Sodano, a 29-year-old Italian woman with Down syndrome, this campaign nailed it. The message was so powerful it sparked a global movement, with people sharing their own stories and the campaign gaining massive media attention.
- A campaign I wish I worked on?
Outhorse Your Email by Visit Iceland. This was creative, bold and it got everyone talking. I’d have loved to have been a fly on the wall when this got pitched. You want to get horses to do, what?
- An event/news story that got too much attention in 2024?
Recently, Luigi Mangione becoming a “mug shot hottie.” Tik Tok turned a serious story — involving a tragic murder and real issues with healthcare injustice — into a viral meme fest about his looks.
- Biggest flop of 2024?
Inland Revenue’s delayed apology for sharing the personal details of 268,000 taxpayers with Meta. They owned up to the breach, nine-months after it happened, but by then, the damage was done. It’s hard to rebuild trust when you’ve taken that long to say sorry — and harder still when you insist trust wasn’t damaged in the first place.
- The best movie you saw at the cinema?
Joy. It really showed how powerful storytelling can be in helping people connect and understand each other. And also — wow — what an amazing woman Joy Mangano was!
- The best thing about your industry?
It’s fast, creative, and always changing — no two days are ever the same. And seeing a story resonate with an audience is the best part.
- How do you relax?
TV. Not being able to swipe up for the next video feels so wholesome.
- Three things you’d take to a desert island?
A locator beacon, a ‘guide to surviving on a dessert island’ and matches.
- Your favourite snack?
A biscuit. Give me a Christmas sampler any day of the year.
The post Coffee, clients, connections: Angela March’s year in review appeared first on stoppress.co.nz.
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