On Strategy Showcase: Live from Auckland – Lessons in Punching Above Your Weight

Episode Release Date: May 27, 2025
Host: Fergus O’Carroll
Guests: Lisa Devitt (Chief Strategy Officer, Dentsu), Rory Gallery (Chief Strategy Officer, The Special Group), Stevie Weber (CSO, Droga5), Rob Campbell (CSO, Colenso BBDO)

1. Setting the Stage: Auckland’s Unique Advertising Landscape

Fergus O’Carroll opens the live Auckland episode by highlighting the city’s distinct vibe, likening his initial experience to landing in a "completely different world" ([00:00]). He introduces his esteemed panel of New Zealand’s top strategic minds, setting the agenda to explore how this relatively small market punches above its weight in the global advertising arena.

2. Building New Zealand’s Advertising Legacy

Rory Gallery delves into the foundational elements that have shaped New Zealand’s advertising prowess. He emphasizes the importance of the country’s historical traits such as bravery and innovation, tracing them back to the indigenous navigators who "were brave enough to travel an ocean" ([05:05]). Rory argues that these national characteristics deeply influence how New Zealanders approach their work, fostering a culture of pioneering excellence.

Lisa Devitt adds to this narrative by reflecting on personal inspirations, mentioning her early work with Nick Worthington at Mojo. She credits Nick’s positive outlook and ability to "turn opportunities into magic" as pivotal in shaping her creative philosophy ([07:55]).

3. The Role of External Perspectives in Shaping Strategies

The discussion shifts to the impact of strategists who have worked internationally. Rob Campbell shares his experiences of moving to New Zealand during the COVID-19 pandemic, highlighting the welcoming nature of the society and the simplicity in organizational structures that allow ideas to remain potent without being diluted by excessive layers ([09:04]).

Stevie Weber underscores the value of diverse experiences, noting that living abroad instills an "open-mindedness" and an appreciation for "a diversity of perspectives" ([20:48]). This global exposure, according to Stevie, enriches the strategic landscape in New Zealand by introducing varied viewpoints and innovative approaches.

4. Navigating Marketing and Consumer Research

The panel critically examines the current reliance on marketing science and consumer research. Stevie Weber expresses concern over the industry's "over-reliance on using research to validate creative ideas," suggesting that this dependency has led to formulaic advertising that lacks originality ([13:07]). She advocates for a balance where research informs creativity without stifling it.

Rob Campbell echoes these sentiments, cautioning against the "blind adherence" to marketing science frameworks. He argues that while research is essential, it should not replace the nuanced understanding of consumer behavior and the creative intuition that drives impactful advertising ([17:14]).

5. Strengthening the Strategist-Creative Relationship

In exploring the dynamics between strategists and creatives, Rory Gallery contrasts his experiences in London with those in New Zealand. He observes that New Zealand agencies foster a more collaborative environment where strategists are seen as valuable contributors rather than isolated figures burdened with stereotypes ([31:01]).

Lisa Devitt adds that the small market size in New Zealand promotes transparency and strong interpersonal relationships within agencies. She emphasizes the need for strategists to be "nice" and genuinely interested in people to build effective working relationships ([35:24]).

6. The Influence and Limitations of Marketing Science

The conversation delves deeper into the impact of marketing science as a major export from the region. Lisa Devitt advises understanding and adhering to marketing rules but also "knowing when to break them" to foster creativity and avoid homogeneity ([41:39]). She believes that while marketing science provides valuable frameworks, it should not constrain innovative thinking.

Rob Campbell criticizes the industry's tendency to treat marketing science as a panacea, stating that it often serves as an "insurance policy" rather than a tool for growth. He stresses the importance of using research to gain understanding rather than as a strict set of directives ([43:15]).

7. Embracing Curiosity and Insight in Advertising

The panel discusses the evolving role of insights in advertising. Stevie Weber highlights that insights should feel "new" and can emerge from various sources, including product attributes or brand interactions, rather than solely from consumer behavior ([59:21]). Rory Gallery concurs, suggesting that insights are more about being a starting point for cultural tensions rather than a singular solution.

Rob Campbell emphasizes that insights should not be seen as the ultimate key to success but as one of many tools that contribute to effective strategy ([60:58]).

8. Audience Q&A: Traits of Effective Strategists

During the live Q&A segment, audience members inquire about the essential traits of a great strategist. Rob Campbell succinctly identifies being "interested" as the most crucial trait, advocating for a genuine curiosity about diverse subjects and active listening to understand others deeply ([57:00]).

Stevie Weber reinforces the importance of being "insightful" and maintaining an empathetic approach, which can lead to meaningful and innovative strategies ([59:21]).

9. Concluding Insights: Balancing Art and Science in Advertising

As the episode wraps up, the guests collectively emphasize the necessity of balancing structured research with creative freedom. They advocate for an environment where strategic frameworks inform but do not limit creative expression, ensuring that advertising remains both effective and innovative.

Lisa Devitt encapsulates this balance by urging strategists to "know the rules, play within them, and then know when to break them" to prevent homogeneity and foster breakthrough ideas ([41:39]).

Key Takeaways:

• Cultural Foundations: New Zealand's historical traits of bravery and innovation significantly influence its advertising strategies.

• Global Perspectives: Exposure to international markets enriches local strategies, promoting diversity and open-mindedness.

• Balanced Research: Marketing science should inform but not constrain creative processes, ensuring originality and effectiveness.

• Collaborative Relationships: Strong, transparent relationships between strategists and creatives lead to more cohesive and impactful campaigns.

• Essential Traits for Strategists: Curiosity, genuine interest, and empathy are vital for crafting insightful and effective advertising strategies.

This episode offers a deep dive into how New Zealand’s unique cultural and strategic landscape enables its advertising industry to achieve remarkable global impact. Listeners gain valuable insights into balancing research with creativity, fostering collaborative agency environments, and the essential traits that make effective strategists.