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.
James Mather is programmatic account manager at Perion.
What was the biggest change to happen in the world of out of home in 2025?
We saw a sizeable changing of the guard up in here in the Auckland out of home market with MediaWorks/QMS taking the reins of 1000+ street furniture assets through new agreements with Auckland Transport.
With that contract previously held for many years by oOh! Media/Adshel, this was a huge shake up to the industry. Change however can be really exciting and I know we’re really looking forward to working with the MediaWorks/QMS team and their new inventory for the years to come.
What was your personal or professional highlight?
Making the move to Perion was a really exciting feat for me. I’m incredibly thankful firstly for the opportunity and can’t express enough gratitude to those who helped me get here. I’ve always loved OOH and had a strong interest into the programmatic space, so this was an opportunity I couldn’t ignore. I feel that this move was a big step for myself, finding my foothold in the industry.
What helped you stay motivated?
A good team and peers you respect always keeps me motivated. I want to do good by them as we’re all cogs in a well-oiled machine that can only succeed if we all do our part. I want to see my team and peers succeed because they’re great people. There’s so much I can learn from them.
What trends are you following? Which ones do you expect to see “flop” in 2026 and which ones do you think will succeed?
I think the one trend consistent across all industries and lines of work right now globally is the integration of AI. With any new major technology integration (computers, internet), it’s up to us as the members of this industry to adapt and learn as much as we can or else we could be left behind. It’s hard to know if this or any other trend will ‘fail’ in the coming year, I just try to keep myself as adaptable as possible to whatever lies around the corner.
What are you most looking forward to next year?
I’m only three months into my current role, so I’m really looking forward to learning as much as I can in the new year. I feel comfortable & capable where I currently sit skills wise but know there is so much more to pick up & better myself with. This coming year should provide those opportunities to do so and I’m really excited to jump on that.
Quick fire five
Favourite Christmas tradition?
Watching old Christmas home videos back.
Favourite campaign of the year?
I had the pleasure of being a part of the ‘It Happens on PS5’ campaign with PlayStation during my time with WPP and that was a really fun process to be a part of. The team were fantastic but what struck me the most was the weirda and wonderful nostalgia the campaign gave me. The execution was very similar to the crazy ad promotions PlayStation used to promote back when I was a kid, so that was good fun.
Favourite place in Aotearoa?
Rural Pukekohe, I grew up in Harrisville, beautiful rural area & really peaceful this time of year.
Favourite book/film/tv show?
Impossible to choose, it’s like deciding which child you love the most.
Favourite drink?
Ribena.
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