Year in Review 2022: Catherine Harris and Shane Bradnick of TBWA/NZ

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.

Catherine Harris, Chief Executive of TBWA/New Zealand and Shane Bradnick Chief Creative Officer of TBWA/New Zealand share a window into their year that was, a disruptive campaign that captured their attention, and what they’ll remember 2022 for.

2022 summed up in three words…

Long but fast.

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

Shane:  Holding a plank for four minutes.

Catherine: The work I did on my house.

I will remember 2022 as the year…

Catherine: We could travel Internationally again. It was magic to be able connect with friends overseas, welcome people back into New Zealand and be inspired by the world again.

Shane: I saw family in South Africa, met we up with our FROM NOWHERE WITH TBWA\ crew in London and a global TBWA Indaba in Rome. Can confirm that the rest of the world outside New Zealand is still there.

The most surprising thing learnt while CEO at TBWA/NZ?

Catherine: How much capacity our people have for helping each other out in the face of yet another year of challenges and Covid illness. 

How did this year’s events change the way you approach your work?

Catherine: With so much great work on alongside the challenges of Covid, we had to be even more flexible as a team. We needed to be ready to work on anything at anytime, it meant every project was everyone’s project. 

Who really disrupted the market this year? 

Shane: Liquid Death. Water in a can with a flaming skull on it, worth $ 700 Million! Ranked #8 Marketer of the year by Ad Age (just behind Tik Tok) and Contagious’ Brand of the Year. Look them up, they do really cool stuff.  

A professional highlight in 2022 was…

Catherine: The incredible team we have, especially those we got to promote, winning a place on the Auckland Council roster and making work that made a real difference.  

Shane: Creating a Haute Couture fashion range for dogs with Rhianna’s designer Matthew Adams Dolan for Southern Cross Pet Insurance.

What were the biggest lessons brands learned in 2022?

Catherine: Brands and the marketing function have never been so critical to businesses. A strong brand and memorable brand experiences drive growth, drive innovation, buy time while businesses work on long term transformation and help keep people inspired and connected to the companies they work for. 

Best innovation/invention/launch of 2022

Catherine: I don’t drive so I love with the idea of a flying car. It feels a bit like The Jetsons but it’s actually a thing. SkyDrive launched a prototype model this year and it will be super quiet, compact and emission-free, and can fly at an altitude of 500 meters at 100km/h… I mean what could go wrong? 

Biggest mistake marketers will make in 2023

Shane: Making too many bad Tik Tok clips.

A person who inspired me the most this year was…

Shane: My two sons, Caleb and Noah. 

In 2023 I want to perfect the art of…

Shane: BBQ-ing the perfect steak 

Catherine: Listening more and running five kilometres… without passing out…

Shane’s quick fire 10

Most memorable local campaign: Skinny’s Phone it In

Favourite international campaign: Twix ‘Camping’ 

Campaign I wish I worked on: Liquid Death ‘Blind Taze Test’ 

Best news of 2022: Open borders

Biggest flop of 2022: Balenciaga’s teddy bear campaign 

Top artist on Spotify Wrapped: Juice WRLD (I share my Spotify account with my 15yr old son)

Best part of being back in the office: Being around the work.

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

Furthest place traveled in 2022: Rome

Best book I read in 2022: The Power of One by Bryce Courtenay

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