Year in Review 2022: Matty Burton of DDB

Each year, StopPress asks a group of talented professionals in the local industry for their reflections on the year that was. Brought to you by NZME, this year we speak to individuals who made their mark on 2022 and brought us truely impactful work.

More than a year into his role as the first Group Chief Creative Officer for DDB Group Aotearoa NZ, Matty Burton reflects on a year that continued to highlight the power of the pivot and hints at some exciting things destined to be launched in 2023.

2022 summed up in three words…

Thank U, next.

A personal achievement I’m most proud of in 2022…

I’m growing some pretty mean vegetables at the moment, so yeah, that’s a thing.

Over a year into the role of Group CCO at DDB the most surprising thing I’ve learnt is…

How well our people can pivot at speed.

A career highlight of 2022 was…

You’ll see it launched early next year. And when you see it, do it. You’ll change the world for the better.

How did this year’s events change the way you approach/view creativity?

It hasn’t really, only to remind me that the human side of what we do is more important than anything else. 

Who did great things creativity-wise in 2022?

So many people. The new Gorillaz album really pushes things. A no-waste bar in Sydney called RE opened and it’s amazing. A lot of my fellow advertising practitioners also created some great work in this market. It’s been a bumpy old year but creativity is always a way to shine light into dark places. 

What do you think were the biggest lessons brands learned in 2022?

That attention is important. It’s not a new lesson but seems to be the word of the moment. 

Best innovation/invention/launch of 2022…

Futurepedia.io (An AI tools directory)

A trend that will take off in 2023…

Off the back of the last question, it doesn’t take a genius to look at our newsfeeds and see the amount of experimentation that is happening in the AI space. This will take off even more in 2023. And even more every year after that.

Biggest mistake marketers will make in 2023…

Default to the comfortable middle.

A person who inspired me the most this year was…

My daughter Frankie. And my son Ed. Both my kids are amazing and no I’m not biased.

In 2023 I want to perfect the art of…

Shutting the hell up a bit more.

Quick Fire 10

Most memorable local campaign: Speak Late Night

Favourite international campaign: Rollin’

Campaign I wish I worked on: Lost Class

Best news of 2022: Our borders opening

Biggest flop of 2022: Trump’s NFT Collector Cards

Top artist on Spotify Wrapped: I don’t use Spotify (YT Music)

Best part of being back in the office: Human connection

A 2022 trend I’m looking forward to leaving behind: Belfie

Furthest place travelled in 2022: Europe

Best book I read in 2022: The Culture Code

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