Year in Review 2025: Courtney Baker

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.

Courtney Baker is head of agency at Phantom Billstickers.

What was your highlight, lowlight and the most surprising thing that happened in 2025?

A major highlight for me was seeing our Custom Shop evolve, the special builds we produced were genuinely next level.

The most surprising thing was watching clients shift toward a more impact-driven, creative-first approach rather than just chasing reach, which I absolutely love. It creates real talkability and gives brands the presence they actually need.

Honestly, there hasn’t been a lowlight. This year has been all about growth and pushing boundaries, and once again, we delivered.

How did you feel about AI this year? Did it help, hinder, or leave you totally unfazed?

AI can be a really powerful tool when it’s used properly. I’m not sold on it as a standalone solution though, relying on it entirely for creative takes away from authenticity. That said, I’ve seen it work incredibly well alongside some amazing projects. Also – the em dash? Please leave that in 2025.

The best project you worked on in 2025?

This is a tough one, there have been so many great projects. But bringing on our new takeover site on The Strand in Takapuna has to be number one. The 270-degree wraparound hoarding is begging for an insane mural or activation. It’s officially my new favourite site, and I can’t wait to see what comes to life on it in 2026.

What trends are you expecting to see in outdoor advertising in 2026?

Bigger, bolder campaigns, with more budget being invested into brand-led work and creative flair.

What are you most looking forward to next year?

Continuing to do what we do best alongside my incredible team. I’m especially excited to work even more closely with our agency partners to keep delivering the absolute best.

Quick fire five

Favourite campaign?

Boss Coffee Takeovers. They were the first to utilise our stunning high-street takeover in Christchurch, which was unreal! Paired with our iconic K’ Road takeover. Those oversized pop-out cans are looking gorg!. It’s live over summer, so be sure to go check it out.

Best in real life experience you attended this year?

Bryan Adams concert – genuinely the highlight of my life… and then probably my wedding. Tough choice!?

Beach or mountains?

Beach, always. I was actually a fish in a past life.

What’s your signature dish?

An unreal pasta bake. Plenty of carby cheesy goodness.

Best place in Aotearoa for a walk?

Milford to Takapuna, my ride or die. Catch me there every weekend with my pup.

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