Why 2024 was like a tequila shot: Ben Reid reviews the year that was

If 2024 was a drink, what would it be?

Tequila shot – quick, sharp, and a little painful, but sometimes you just have to take it, grit your teeth, and move on.

Milk has been in business for 20 years – tells us, what have been some of the biggest changes or trends that you’ve seen over that time, and in 2024 in particular?

Over the past 20 years, one of the most significant shifts we’ve witnessed is the exponential growth in businesses recognising the transformative power of branding. A decade ago, convincing an SME to invest in their brand could be a real challenge. Today, branding is seen as a critical business function, with brand platforms seamlessly integrated across every aspect of an organisation. It’s been incredible to see this evolution, but it also reflects the reality of a far more competitive market where businesses need to differentiate and connect more deeply with their audiences.

What was the best part of working in design this year? What was your favourite campaign or project that you worked on?

The best part? Having influence over the shape and growth trajectory of the businesses and brands we work with.

A standout project was reinventing Scotts (Osmocote), a leading gardening brand in Australia that dominates in Bunnings. After completing a major rebrand last year, we launched a fully integrated TV and digital campaign. We brought Scott from Scotts to life, his trials and tribulations with the lawn, and a product made to make happy places.

Who/what was your biggest inspiration in 2024?

Alex Smith, a British strategist. Love how he simplifies the way he talks about strategy.

What helped you to stay motivated?

The sheer diversity and capability of the businesses and industries we work with has been a huge motivator. Here’s a glimpse of 2024: acoustics, health, RTDs, personal care, gardening, SaaS, skincare, retirement villages, kids’ development products, flooring, food innovation, supplements, haircare, education, dentistry, timber, bathroomware, pet food, cleaning products, ingredients, ice cream, door hardware, recruitment, real estate, building fasteners, cars, wine, construction, retail, furniture, consumer goods, and heavy machinery – the list goes on!

And of course, our team. Their passion, abilities, and diversity keep us inspired, pushing boundaries and solving complex briefs with creativity and precision.

What are you looking forward to the most in 2025?

We’re excited to share a range of projects that have the potential to challenge and transform how industries operate. One standout is in healthcare, where the current system is under immense pressure, leaving many without the care and attention they deserve. This project has the power to make a real difference – something we’re incredibly excited about, and we hope others will be too.

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

We’d create more time to have a bigger influence. Everyone is in such a rush, which we understand, but time is the true currency of branding – it’s what allows depth, meaning, and lasting impact to take shape.

Quick fire 10

1. Most memorable local campaign?
   
   The best place in the world to have herpes by Motion Sickness.

2. Best international campaign?
   
   Gin & Juice by Snoop and Dre.

3. A campaign I wish I worked on?

   ‘We Love Good Beer’ – Balter Brewing Company.

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

   I’m not commenting on Jaguar.

5. Biggest flop of 2024?

   I’m not commenting on Jaguar.

6. The best movie you saw at the cinema?

   Hmmm, this is bad. Not sure I saw one…

7. The best thing about your industry?

   Unpacking businesses and rebuilding them in a way that supports significant growth.

8. How do you relax?

   On a boat.

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

   A boat. Family (although they might not like it). A TV to watch the cricket.

10. Your favourite snack?

    Cheese and crackers.

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