CEO Update | February 2024

CEO Update | February 2024

Well, January is already behind us, and hopefully you’ve already got some good momentum going for 2024. Here at Comms Council, we’ll be reviewing our strategy in February, ready for the new financial year in April. In the meantime, we’re resolutely focused on delivering programmes of work that elevate the stature and value of our member agencies.

So here’s what we’re currently occupied with:

Sustainability: Our license to operate rests on our ability to do what we do within the constraints presented to us by the Climate Emergency. Ad Net Zero has received enormous support from across the industry and we aim to publish our first Roadmap in late February; outlining the actions and outputs that we need to deliver over the next 24 months. We will also be inviting further support from those organisations who are not yet on board, to ensure that we can rightfully claim full industry support for the transition to lower-carbon advertising.

Talent: In August last year, we launched to lift awareness of the breadth of opportunities available to young talent looking for a fulfilling career. This platform received amazing support from media partners in Aotearoa, ensuring that more young people discover the possibility of joining our industry. We will be augmenting the digital assets of this campaign with more in person activations at career expos, schools, and tertiary institutions.

Representation in our industry: Our latest DEI Census confirmed that we still have a long way to go in terms of reflecting the communities that we operate within. We will be supporting specific initiatives aimed at attracting more talent from historically under-represented groups, with particular focus on Māori and Pacific Peoples. We’re also seeking to address our low representation amongst those with disabilities. We’re looking forward to 2 member workshops in March, facilitated by All is for All.

Client-Agency best practice: We’re keen to develop more tools and resources for the industry, focused on issues that affect the client-agency relationship. As ever, encouraging pitch practices that are fair to agencies and deliver the best outcomes for clients remains a top priority. Increasingly, pitching needs to be considered in terms of the wastage it produces, and the impact on people that results from unnecessary requests relating to agency appointments. Hand in hand, we need to help support agencies and clients to forge stronger relationships, and to have a shared understanding of effectiveness culture and outcomes.

Training and development: We’re refreshing all of our training courses, ensuring they are up to date, reflect the needs of the industry, and continue to support great potential to be realised through our courses and development programmes.

With our strategy evolution due in March, we look forward to sharing specific tactics and initiatives with the industry, ensuring that we all enjoy a productive and enriching 2024 and beyond.