Year in Review 2025: Melanie Spencer

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.

Melanie Spencer is co-CEO at Thompson Spencer.

2025 included your merger with Reason – tell us what this has meant for both of your teams.

Immense pride is the first thing that comes to mind. Everyone has shown real grit and determination to become one integrated agency, bringing together some of the best experts in the industry. At a time when the industry has been turned upside down and inside out, we’ve also been learning how to truly work as one, merging creativity and performance in a meaningful way.

And what an outcome. We’ve come up for air, we’re swimming in the same lane, and we’re producing world-class, award-winning work together. We’ve learned from one another, stepped up, levelled up, and built incredible momentum. Going into 2026, that energy feels genuinely exciting.

This year, Thompson Spencer has received many accolades, expanded across the Tasman and picked up work globally. What has been your personal highlight?

It’s pretty simple: seeing everyone in the business shine and do what they do best. Hand on heart, we have the best of the best and they’re also just bloody great people to work with.

Being named B&T Agency of the Year and Campaign Asia Social Media and Influencer Agency of the Year is a huge honour and a true reflection of our team. I’m also loving the shift we’re seeing in advertising and marketing with brand and communities back, but powered by performance. That balance is exactly why we’ve designed the agency the way we have, and why we feel well placed for what’s next.

What did you love most about your job in 2025?

I love nothing more than watching our team do incredible work that genuinely helps our clients succeed. There’s no better feeling than that.

Whether it’s driving sales, shifting sentiment, or making businesses more efficient through bespoke AI tools our team has created, it’s magic when everyone wins. I also love that the agency we’re building together is, quite simply, working.

What trends are you watching closely as we head into 2026?

More episodic content and it may even land on TV.
Brands are leaning into long-form and episodic content across social platforms. There’s never been a better time for social-first shows that entertain, build brand affinity, and potentially scale up to television. It’s bottom-up baby!

The rise of third spaces.
Gen Z is over traditional nightlife and underwhelmed by the couch. They want places to connect that aren’t home, work, or a 1am club. Expect fashion shows in train stations, sports brands in art galleries, and pickleball served with champagne. Out-of-home is no longer a poster, it’s a playground and we’ll be doing more of this for sure.

The earned media revenge arc (with performance still front and centre).
In 2026, brands will fully realise that most consumer decisions now happen without a click. Zero-click environments are where opinions form, trust is built, and preference is cemented. But zero-click doesn’t replace performance marketing, it makes it smarter. When you own the conversation before the click, your performance engine becomes far more powerful.

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

It definitely helped both internally and for our clients. AI has powered us up in a big way, and we’re excited to continue expanding our toolkit even further in 2026.

Quick fire five

Favourite Christmas tradition?

I still do Christmas stockings even for my oldest kids and put them out while they’re sleeping on Christmas Eve. You’ve got to keep the magic alive. 

Summer or winter?

Definitely summer… unless I’m skiing.

Favourite place in Aotearoa?

Waiheke. Beautiful beaches, clear blue water, bush, peace, plus a brilliant mix of restaurants and cafés.

Top of your to be watched or read list?

Landman. Totally indulgent and ridiculously good.

Coffee or tea?

Coffee. Hands down.

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