Year in Review 2025: Simon Lendrum

Every year, StopPress catches up with a group of industry leaders from across Aotearoa to talk about the year that was. From the highlights and the lowlights to their favourite foods, fruits and Christmas traditions, they give us a little insight into 2025 as well as a look forward to 2026.

Simon Lendrum is CEO of the Comms Council.

What was the biggest challenge that you saw across the industry this year?

The industry faced lots of challenges in 2025, as it always does. The biggest barrier to overcome is the notion that next year will somehow be different. Regardless of the ebbs and flows of the economy, the most powerful impediments to success will remain the risk-averse, the conflation of efficiency and effectiveness, and the prioritisation of process over outcomes.

There are so many great people in marketing departments and agencies across Aotearoa wanting to do great work. Anything that gets in the way of that is an own-goal.

The Comms Council conducted an industry census in 2025 – what was the most interesting finding?

There are so many great insights within the census report that to reduce it down to one key finding is impossible. However, beyond the headline issues that need long-term redress – the under-representation of key cohorts and the differing senses of inclusion depending on individuals’ background – I found the insights on age and experience fascinating.

The sense of inclusion in our industry is highest amongst the youngest and oldest cohorts, despite both experiencing ageism. The dip in the middle suggests that there’s a real opportunity to provide more support and career management for employees at all levels, ensuring everyone is feels acknowledged and recognised, not just our fresh entrants and experienced leaders.  

How did you use AI this year, if at all?

After a period of willful ignorance, we have used it extensively. We’ve steered clear of generative AI for outputs – we value humans too much. However, using AI to build deeper automation, integration and save enormous amounts of time in manual process is where we have focused our efforts.

Using AI to super-charge other software and to better stitch together the platforms we use has proved to be the most productive application.

What was your highlight of 2025?

Axis Speaks was brilliant this year. If I had to pick one speaker – Chelsea Winstanley was glorious. We’re already looking forward to next year’s event on March 26.

What is the council’s top priority as we head into 2026?

Continuing to champion the value agencies deliver to New Zealand business and society and supporting the amazing people that work in our industry.

Quick fire five:

Best trend of 2025?

Six Seven.

Best film you saw this year?

I haven’t seen many new movies this year, but I’m enjoying Pluribus on Apple TV.

Snow or sun?

Sun.

Tea or coffee?

Coffee.

Best spot in Aotearoa?

The Poor Knights. (Editor’s note: a group of islands off the east coast of the Northland region).

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