{"id":223656,"date":"2026-01-08T18:40:09","date_gmt":"2026-01-08T18:40:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/223656\/"},"modified":"2026-01-08T18:40:09","modified_gmt":"2026-01-08T18:40:09","slug":"media-insider-uk-rugby-writer-and-haka-critic-stephen-jones-retires-then-enters-into-an-online-storm-tvnzs-new-chase-love-island-deal-nbr-lines-up-ird-in-paywall-scrap","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/223656\/","title":{"rendered":"Media Insider: UK rugby writer and haka critic Stephen Jones retires – then enters into an online storm; TVNZ\u2019s new Chase, Love Island deal; NBR lines up IRD in paywall scrap"},"content":{"rendered":"

Jones is infamous in New Zealand; over the years, he\u2019s had several cracks at the All Blacks haka \u2013 including describing it in 2019 as \u201cbogus\u201d and a \u201cmeans of rank bullying on and off the field\u201d.<\/a><\/p>\n

He also doesn\u2019t share the same adoration of the likes of All Blacks legends Dan Carter or Richie McCaw, and in August last year, he managed to rark up some Kiwi fans further, with the suggestion the Lions should cancel their 2029 tour of New Zealand.<\/a><\/p>\n

Jones, to his credit, is very aware of his reputation in New Zealand, and has previously contemplated why he\u2019s so unpopular here, to the extent that a ceramic mock-up of his head was once placed in the urinal of a Queenstown bar, so that patrons could pee on it.<\/p>\n

Jones wrote this week in his farewell piece: \u201cI\u2019ve been voted into fourth place in a newspaper poll of New Zealand\u2019s most-hated. Above me were Dominique Prieur and Alain Mafart, two French intelligence agents who blew up the Greenpeace ship Rainbow Warrior in Auckland Harbour.” (The others were former Australian rugby star Quade Cooper and the possum).<\/p>\n

Jones\u2019 feature this week reflected on his time as a Times rugby writer, under the headline \u201cThrills, friendships and deadline panic: my 42 years as rugby correspondent\u201d.<\/p>\n

Attached to the online piece are almost 500 comments \u2013 some of them praising Jones, some of them critical. There are also a couple of dozen others that were removed by moderators.<\/p>\n

One reader, JH Dennehy, wrote that some of the deleted comments came from Jones himself.<\/p>\n

\u201cFor those arriving here at this point, the deleted comments that \u2018violated\u2019 the [moderation policy] were Jones\u2019 own unpleasant and thin-skinned responses \u2026 hilarious.”<\/p>\n

\"BritishBritish rugby writer Stephen Jones was labelled “thin-skinned” by one of those commenting on his farewell piece for the Times. Photo \/ Getty Images<\/p>\n

Dennehy later added the comments, \u201cwouldn\u2019t get even close to getting past the moderator\u201d.<\/p>\n

He said Jones had gone on a \u201cmini rampage telling people he was pleased he\u2019d \u2018******** them off pal\u2019. Funny and sad. And there was no punctuation and no capitals.\u201d<\/p>\n

Another reader, S Cooper, wrote: \u201cI really can\u2019t believe … a journalist would choose to bow out in such an utterly classless way with these juvenile retorts.\u201d<\/p>\n

Nick Hardy wrote: \u201cIt\u2019s like one of those leaving drinks when the leaver hits the bar too hard and ends up slagging everyone off.\u201d<\/p>\n

And Maurice Murphy said: \u201cPeople have been quite spiteful towards him. I came on here to wish him well, then as I scrolled through the responses from SJ, I was surprised at how he reacted and let himself down.\u201d<\/p>\n

Neither the Sunday Times nor Jones has responded to emails sent to the news organisation this week, seeking comment.<\/p>\n

\"BritishBritish rugby writer Stephen Jones. Photo \/ Photosport<\/p>\n

Those familiar with Jones\u2019 social media style won\u2019t have been surprised by his now-removed comments.<\/p>\n

On X (previously Twitter), moderation rules are a lot looser. Jones is known to be a prolific blocker of accounts of people who rark him up and\/or abuse him.<\/p>\n

He also gives as good as he gets.<\/p>\n

In December, he replied to one X user with the words \u201cclueless dickhead\u201d during a debate about England\u2019s best current first-fives. In response to a person who wanted to know what might have provoked a Springbok star to eye gouge a Welsh player, he wrote: \u201cPal. You are sick. Get help.\u201d<\/p>\n

When another X user suggested in November that Jones did not aspire to journalistic nobility, Jones responded: \u201cWho do you write for dickhead? I\u2019m employed by [the] Times of London. But words will be too long for you.\u201d<\/p>\n

While he might do himself few favours with his social media approach, there has also been plenty of praise from fans and other UK journalists this week.<\/p>\n

Jones is said to be a very personable figure with those he gets along with, and he is widely hailed for his support of women\u2019s rugby.<\/p>\n

That support does not extend to the haka, though.<\/p>\n

\u201cThe haka has long been partly bonkers,\u201d Jones wrote in a column for the Times in 2019. \u201cIt is now interminable; it takes up ages with the other team freezing. It is now a means of rank bullying on and off the field, and has become a posing strut rather than a tribute to the M\u0101ori heritage in New Zealand.\u201d<\/p>\n

\"ScottScott Barrett leads the All Blacks haka before a test match against Ireland in Chicago in November. Photo \/ action press<\/p>\n

Jones suggested at the time that it was performed to satisfy sponsors and television, and felt it was time the rugby world moved on.<\/p>\n

In a feature article for The Times in 2011, he contemplated his unpopularity in New Zealand.<\/p>\n

\u201cOne colleague told me that I was a \u2018national obsession\u2019. Good grief. The origins of the hostility are mysterious, though we must bear in mind the legendary thickness of the Kiwi skin (a fraction of a millimetre) and their celebrated ability to spot irony \u2014 on a par with the Americans\u2019.”<\/p>\n

He contemplated whether his unpopularity was down to a previous observation that every New Zealand restaurant seemed to serve (not-very-good) pumpkin soup, or his views on the haka.<\/p>\n

\u201cThere were a few other scattered bits and pieces they didn\u2019t seem to like, such as my humbly drawing attention to the fact that New Zealand, who, as they have never stopped telling us, have been arguably the best rugby team in the world for the past 24 years, have not won a single World Cup in all that time and therefore must be termed rugby\u2019s greatest global chokers.\u201d<\/p>\n

And while some Kiwi fans might think Jones despises everything about the All Blacks, that is not the case.<\/p>\n

If you dig deeper, he has praised New Zealand rugby teams in the past.<\/p>\n

\u201cThose who slobber over the All Blacks would naturally claim that their 2015 team was better than the current Springboks side,\u201d Jones wrote last October.<\/p>\n

\u201cThey were not. It is important to remember that while 2015 was a great World Cup, the standard of the so-called elite teams was low. England were risible, Wales went into their quarter-final with 11 backs injured; Australia, the finalists, were mediocre and only beat Scotland thanks to a refereeing error.\u201d<\/p>\n

He further added: \u201cWhen thinking about the greatest side of all time, it is still stunning how bad New Zealand were in the 2011 final against France. <\/p>\n

\u201cThe best New Zealand team \u2013 and I was too young to study the 1967 vintage under Ian Kirkpatrick \u2013 was [Sean] Fitzpatrick\u2019s 1996 touring side, which beat the Springboks three times in three weeks; once in a Championship game then twice in a three-Test tour. They would be too clever for today\u2019s South Africa if they met, by a three-point margin.\u201d<\/p>\n

This week, he named four New Zealanders in his all-time best XV of the past 42 years \u2013 left wing Jonah Lomu, flankers Michael Jones and Allan Whetton and midfielder Frank Bunce.<\/p>\n

TVNZ\u2019s new Chase, Love Island deal<\/p>\n

\"TheThe Chase host Bradley Walsh.<\/p>\n

TVNZ has announced a new deal with Britain\u2019s ITV, which will keep The Chase, Love Island and Coronation Street on the state-owned broadcaster\u2019s books.<\/p>\n

The new deal is for multiple years, although precise details – including the cost – have not been released.<\/p>\n

While Coro St and The Chase appeal strongly to TVNZ\u2019s traditional, slightly older audiences, Love Island is a ratings phenomenon for a younger, digital native audience on TVNZ+.<\/p>\n

The new agreement secures a range of Love Island shows, including Love Island UK, Love Island USA, Love Island Australia, Love Island Games and Love Island All Stars.<\/p>\n

\"LoveLove Island has now stretched to multiple seasons, and countries. Photo \/ TVNZ<\/p>\n

There was also a lot of love in a statement issued by the companies.<\/p>\n

ITV Asia-Pacific distribution executive Augustus Dulgaro said he was thrilled to continue the company\u2019s long-standing partnership with TVNZ.<\/p>\n

\u201cIn addition to having a simpatico working relationship with the team, together we have evolved and built this deal to the powerhouse it is today, with around 1500 hours of ITV content launching across TVNZ\u2019s platform annually,\u201d he said.<\/p>\n

TVNZ commercial general manager Josh Wolfe said: \u201cThis deal ensures TVNZ remains the home of premium international entertainment in Aotearoa, from long-running favourites like Coronation Street to the complete Love Island franchise and an exciting slate of new dramas.”<\/p>\n

\"TheThe Chasers, from left: Shaun Wallace, Darragh Ennis, Anne Hegerty, Paul Sinha, Jenny Ryan, and Mark Labbett.<\/p>\n

In a feature interview with the Herald last year,<\/a> The Chase star Mark Labbett (aka The Beast) said that much of the show\u2019s success was down to host Bradley Walsh.<\/p>\n

\u201cI\u2019m tempted to be cheeky and say it\u2019s me, but, no, I think that we\u2019re lucky we\u2019ve got Bradley, who, in my opinion, is the best game-show host in the English-speaking world, and as I\u2019ve worked around the world, I can say that with some confidence.<\/p>\n

\u201cHe\u2019s a natural professional … and he\u2019s also very generous. He lets the contestants in, he lets us in.<\/p>\n

\u201cI think we have a huge advantage in that we have potentially five conversations going on: Bradley and the contestants, us and the contestants, us and Bradley, the three of us all together, and then you can even bring in the guys and girls at the back there, so it feels much more natural and organic.<\/p>\n

\u201cTo a certain degree, it\u2019s more like a bunch of people at the bar trying to put one over on each other.\u201d<\/p>\n

NBR v IRD heats up – a recap<\/p>\n

The National Business Review is set to take legal action against the IRD following revelations that the tax department copied and pasted a selection of paywalled NBR business articles into Word documents and distributed them to 600 staff.<\/p>\n

As Media Insider revealed last month<\/a>, the NBR had been demanding $36,000 in damages for what it believes is an open-and-shut case of a breach of copyright law – the IRD says it has apologised and offered $12,500 in what it believes is a fair settlement sum.<\/p>\n

But those discussions have collapsed, with NBR withdrawing its offer and now cancelling the tax department\u2019s sole subscription to the business website.<\/p>\n

\"NBRNBR owners Todd and Jackie Scott.<\/p>\n

NBR co-owner and publisher Todd Scott has also banned the IRD from future subscriptions.<\/p>\n

Scott told Media Insider in the past week that his company would now pursue district court action, \u201cat which stage we will have further information that will see the damages balloon out considerably\u201d.<\/p>\n

In October, NBR secured settlements from three leading businesses<\/a> after the online business publication found them to be sharing small numbers of subscriptions widely among their staff. NBR said they were breaching its copyright and subscription terms and conditions.<\/p>\n

The firms have not been named, but one of them was a legal practice.<\/p>\n

NBR announced in November it was taking legal advice<\/a> in relation to the IRD\u2019s own actions.<\/p>\n

The tax department previously had a group subscription of 220 users, but in March last year, it cancelled that and took out a single subscription for an IRD media principal.<\/p>\n

NBR says the IRD has admitted that between March 28, 2024 and November 17, 2025, it shared 22 different NBR articles with staff members. Those articles were distributed as stand-alone Microsoft Word documents to staff, with seven of the articles in question shared with 600 staff.<\/p>\n

NBR has calculated that a group subscription covering 600 staff for four months would ordinarily have cost IRD about $36,000 plus GST.<\/p>\n

IRD says when it \u201cbecame aware that a potential infringement of copyright had occurred, we looked into it as a matter of importance\u201d.<\/p>\n

\u201cInland Revenue seeks to be diligent in its compliance with all of its intellectual property obligations,\u201d said a spokeswoman.<\/p>\n

She said the department had \u201caccepted that an error had occurred and apologised for the error in our understanding of the extent of the licence\u201d.<\/p>\n

\u201cWe wanted to put right what had happened. We also sought legal advice. We made what we consider a reasonable offer in redress, keeping in mind what had actually occurred and what is a reasonable use of taxpayer funds in the circumstances.<\/p>\n

\u201cThat was not accepted by Mr Scott. A counteroffer was subsequently made to IR that we did not accept.\u201d<\/p>\n

Of the seven articles distributed to 600 people over 18 months, the number of people viewing each article ranged from 18 to, in one instance, 130, she said.<\/p>\n

NBR confirmed the IRD offered to settle the matter at a much lower cost, arguing that not all 600 staff had accessed those shared articles.<\/p>\n

NBR, however, argued copyright remedies did not turn on actual use by the end user and that damages should be paid on a user principle basis, which essentially determines the amount the infringer would have had to pay for a licence if they had sought permission in advance.<\/p>\n

\u201cIt is shocking that the government department tasked with making sure New Zealand businesses and individuals pay their fair share has admitted they were not properly paying for their use of a privately owned business\u2019s product,\u201d Scott said in December.<\/p>\n

\u201cIt is, however, worse that they have then refused to pay the appropriate damages in recognition of the seriousness of the breach.<\/p>\n

\u201cThe irony of the IRD\u2019s refusal to pay for its breach will not be lost on the thousands of New Zealand businesses who have been struggling to make ends meet for several years.<\/p>\n

\u201cFollowing a couple of years in which several high-profile media businesses have folded in this country, New Zealand business and Government departments need to ensure they are backing the industry appropriately.\u201d<\/p>\n

The IRD spokeswoman said: \u201cWe were genuinely engaging with NBR to increase the number of subscriptions to 22 as well as put right our error. However, it was during the discussion to increase our subscription that Mr Scott cancelled the one subscription we had.<\/p>\n

\u201cWe have now decided not to take up any NBR subscription in the foreseeable future. We are not concerned about not having any subscriptions.\u201d<\/p>\n

Five leaders, six questions<\/p>\n

In the penultimate instalment of our summer Q&As, we tap into the minds of a selection of five top leaders from advertising agencies and the out-of-home sector.<\/p>\n

The final Q&As from our summer series now run next week, with the full return of the Media Insider column.<\/p>\n

Kelly Harvey, head of NZ, oOh!media<\/p>\n

\"KellyKelly Harvey is oOh!media’s NZ chief executive.<\/p>\n

What\u2019s one word to sum up your mood heading into 2026?<\/p>\n

Energised!<\/p>\n

What surprised you in 2025?<\/p>\n

\u201925 was a massive year on every front. As a business, oOh! had its fair share of uncertainty and curveballs, but I\u2019m genuinely proud of how the team locked in, looked after each other, and pushed through huge change while staying laser-focused on what they do best \u2013 delivering for our clients and commercial partners.<\/p>\n

The best surprise of 2025 was the level of support we felt from the market while we navigated these changes. It was a reminder of why we\u2019re all so passionate about this industry and the people in it. That media community spirit was on full display for us in 2025, and it made all the difference.<\/p>\n

What was your biggest personal or professional success in 2025, and what\u2019s your biggest \u2018work-on\u2019 for 2026?<\/p>\n

Stepping into the role of head of NZ has been a huge milestone for me \u2013 equal parts exciting, challenging, and rewarding. Even after many years with oOh!, these last few months have been a whole new learning curve.<\/p>\n

As far as a work-on, I think continuing to focus on getting out into the market and building stronger, more meaningful relationships with all our key stakeholders. That means spending more time with our commercial partners, our agencies, and our clients \u2013 hearing what\u2019s important to them and finding new ways we can make things happen together.<\/p>\n

Which competitor \u2013 either person or firm \u2013 do you admire most and why?<\/p>\n

I think the NZ out-of-home sector overall is very admirable. Launching knOOH in 2025, the unified OOH audience measurement tool, has been a critical step in progressing the channel forward. Without pulling together and striving for a common goal, we never would\u2019ve got there \u2013 look forward to what\u2019s next and how, as an industry, we can keep pushing ahead, together.<\/p>\n

How do you think 2026 will play out for New Zealand media \u2013 what would be a game-changer for your company\/audience\/clients?<\/p>\n

I think we\u2019d all love a year filled with certainty, consistency, and minimal change \u2013 but I suspect 2026 will be another year of change across the media world.<\/p>\n

The good news? I\u2019m genuinely optimistic that this next wave of change will be driven by growth and positive momentum, and not the consolidation and cost-cutting we\u2019ve all had to navigate over the last few years.<\/p>\n

2025 gave us a real game-changer with the successful launch of knOOH, and I\u2019m excited to see how it evolves in 2026. The smarter thinking, deeper insights and industry-wide uptake this platform will drive are exactly what OOH needs. We\u2019re moving from a \u201cdata-challenged\u201d medium to one that leads the market – and that\u2019s seriously exciting.<\/p>\n

What are your plans for the summer break?<\/p>\n

The past few months have been absolute chaos for our household, so I\u2019m very ready for a proper reset \u2013 no schedules, no rushing around, just low-key family time and zero plans.<\/p>\n

Phil Clemas, chief executive, Lumo<\/p>\n

\"LumoLumo chief executive Phil Clemas.<\/p>\n

What\u2019s one word to sum up your mood heading into 2026?<\/p>\n

Optimistic.<\/p>\n

What surprised you in 2025?<\/p>\n

Reserve Bank\u2019s hesitancy in dropping the OCR;Commerce Commission approval of the mega agency holding company merger in NZ;Sky NZ buying Three;The lack of pace from the Government to reform, but pleased to see a late flurry in Q4. We need a centre-right Government to readjust the settings to allow businesses to thrive and return us to economic prosperity;The relatively subdued start to the new Auckland Transport out-of-home contract tenure.<\/p>\n

What was your biggest personal or professional success in 2025, and what\u2019s your biggest \u2018work-on\u2019 for 2026?<\/p>\n

Buying out our investor shareholders to take control of Lumo;Purchasing Hamilton-based DOOH operator Globox to extend our audience reach in the regions;2026 work-ons: Consolidation of our network investment and managing our AI strategy, which is aimed at improving our value proposition to our clients.<\/p>\n

Which competitor \u2013 either person or firm \u2013 do you admire most and why?<\/p>\n

In the wider media sector, Sophie Moloney, CEO of Sky NZ, for getting traction on some of her strategic initiatives in 2025;In the out-of-home sector, the team at Phantom Billstickers for sticking to their knitting and doing it well.<\/p>\n

How do you think 2026 will play out for New Zealand media \u2013 what would be a game-changer for your company\/audience\/clients?<\/p>\n

An improving economy will help lift consumer and business confidence and in turn grow ad spend;After moves in 2025 that included Stuff\/Trade Me, Sky NZ\/Three, Netflix\/Warner Bros and rumblings of a move by Nine Australia, it seems clear that media owners are taking positions to strengthen their holdings and support their growth strategies or the next phase of the economic cycle;Out-of-home grew strongly in 2025 (over 13%) upon a solid foundation, and I expect this may fuel some M&A activity to consolidate the sector and leverage those long-term growth opportunities. Lumo has already played a small part of that consolidation after it purchased regional digital operator Globox back in June;Traditional media like linear TV, print and radio will continue to lose their share of the advertising pie as their transition to digital inventory can\u2019t keep pace with the ad spend erosion. Out-of-home is the only exception (of traditional media) where digitalisation has actually driven growth of the channel;AI impact on the advertising industry will be more significant in 2026, which will provide risk and\/or reward for all involved. Those who adapt the quickest will reap the most reward.Brands will redirect more of their budgets to brand health and profile, away from so much performance marketing. Digital creativity for OOH will become higher profile as clients seek differentiation from competitors and innovative thinking in this broadcast channel;Game-changer for 2026 will be how we shift from using AI to running various aspects of our business with AI agents. One benefit for a media sales organisation like Lumo, it will allow our people to focus on partnerships and relationships, far less on admin.<\/p>\n

What are your plans for the summer break?<\/p>\n

Looking forward to enjoying some family time in Auckland over Christmas and New Year with a 10-day stint down in Taup\u014d in early January before travelling down to the South Island for some motor racing action at Teretonga (Invercargill) and Highlands (Cromwell) late January. We will also do some alpine hiking across the Routeburn Track in between the car racing weekends. A nice distraction and refresh before getting back to what will be a busy and exciting 2026.<\/p>\n

Lee-Ann Morris, chief executive, MBM<\/p>\n

\"MBMMBM CEO Lee-Ann Morris.<\/p>\n

What\u2019s one word to sum up your mood heading into 2026?<\/p>\n

Grateful. The end of the year has a way of recalibrating things. The summer break helps, as does gaining perspective. Writing this after the devastating events that occurred in Sydney in December makes it hard to lose sight of that.<\/p>\n

What surprised you in 2025?<\/p>\n

It was a challenging year for the New Zealand advertising industry. Local publishers faced pressure with constant changes across the media and marketing landscape. What surprised me was how the industry responded. The New Zealand advertising community is small. People check in, and support crosses agency lines. Regardless of where we work, we are part of the same community, with a true sense of camaraderie. That instinct to rally together feels uniquely New Zealand, and it was genuinely good to be part of it.<\/p>\n

What was your biggest personal or professional success in 2025, and what\u2019s your biggest \u2018work-on\u2019 for 2026?<\/p>\n

Being part of the Communications Council board and the launch of He Tangata. This initiative reflects our commitment to building an industry that truly represents Aotearoa and offers a sense of belonging to everyone involved. It feels like the start of something meaningful. There is still much to work out, but the intent is genuine and the work feels necessary.<\/p>\n

At MBM, we spent the year refining our understanding of clients\u2019 actual needs. \u201cFull Picture Thinking\u201d became a way to describe that shift and to build more useful, connected solutions around it.<\/p>\n

My biggest area of focus for 2026 is prioritisation \u2013 choosing what matters most and letting go of the rest.<\/p>\n

Which competitor \u2013 either person or firm \u2013 do you admire most and why?<\/p>\n

There are many strong competitors in the market, which is something we are genuinely proud of. Competing against talented people doing excellent work raises the bar for everyone, and this year truly demonstrated that. Seeing Lassoo win Agency of the Year felt like a moment that the whole industry rallied behind.<\/p>\n

Motion Sickness is another agency we enthusiastically support. We love collaborating with them and their work consistently challenges expectations of what\u2019s possible here.<\/p>\n

Publicis Groupe also had an incredible year, with strong financial results and continued leadership in AI and data.<\/p>\n

How do you think 2026 will play out for New Zealand media \u2013 what would be a game-changer for your company\/audience\/clients?<\/p>\n

2026 is likely to be another year of consolidation, with fewer players and continued reshaping of the local media landscape.<\/p>\n

While there are signs of economic recovery, marketing confidence will take longer to return. Marketing spend will loosen slowly and with intention, rather than snapping back. AI will continue to integrate into day-to-day work. The significant shift will be in its application\u2014clear governance, shared standards, and a focus on safety will matter more than novelty. That clarity will help teams and clients trust where and how AI is utilised. <\/p>\n

However, the real game-changer will still be people. This is fundamentally a service industry. Tools can help, but they are only effective when used with judgment and care. Staying close to clients and using technology to make better decisions \u2013 not just ones that win awards \u2013 will be most important.<\/p>\n

What are your plans for the summer break?<\/p>\n

Sun, swimming, books, family and friends. Ideally, nothing ambitious.<\/p>\n

Nikki Grafton, chief executive, Omnicom<\/p>\n

\"OmnicomOmnicom New Zealand chief executive Nikki Grafton.<\/p>\n

What\u2019s one word to sum up your mood heading into 2026? Focused (and ready for a holiday!)<\/p>\n

What surprised you in 2025?<\/p>\n

2025 made it clear just how quickly expectations are shifting. Clients are now far more focused on effectiveness, integration and accountability than they were even a year ago, and all of this while managing significant change in their own organisations and in the technology available to them.<\/p>\n

What stood out was the willingness from clients, partners and our teams to challenge established ways of working and try new approaches. In a market the size of New Zealand, that kind of openness makes a real difference and is exciting as we head into 2026.<\/p>\n

What was your biggest personal or professional success in 2025, and what\u2019s your biggest \u2018work-on\u2019 for 2026?<\/p>\n

Professionally, I\u2019m most proud of how the Omnicom Media team supported clients through a year of change. We completed a significant acquisition while maintaining strong relationships and momentum, which reflects the depth of experience and professionalism across the group. <\/p>\n

Just as importantly, we remained focused on operating transparently both in how we led through change internally and in how we work with clients day to day. Clear, accountable and open media practices are very important to me, and they are a focus for how we operate.<\/p>\n

Looking ahead to 2026, my biggest work-on is pace and consistency. We\u2019ve put strong foundations in place, and now it\u2019s about simplifying where we can and moving faster to deliver clear, tangible value for clients.<\/p>\n

Which competitor \u2013 either person or firm \u2013 do you admire most and why?<\/p>\n

I admire organisations and leaders who stay curious and collaborative, even in a competitive market. Those who invest in talent, embrace new tools responsibly, and keep client outcomes at the centre of decision-making push the whole industry forward.<\/p>\n

How do you think 2026 will play out for New Zealand media and advertising \u2013 what would be a game-changer for your company?<\/p>\n

2026 feels like a year where strong partnerships will matter more than ever. Clients are looking for agency partners that can bring clarity, connect thinking across channels, and help them navigate change with confidence. For us, a game-changer will be continuing to deepen those partnerships using data, technology and creativity in ways that are straightforward, accountable and genuinely useful.<\/p>\n

What are your plans for the summer break?<\/p>\n

Family, friends, swimming, cooking and all the things that make a Kiwi summer great.<\/p>\n

Penelope Brown, managing director \u2013 media, Together<\/p>\n

\"TogetherTogether managing director \u2013 media, Penelope (Pen) Brown.<\/p>\n

What\u2019s one word to sum up your mood heading into 2026?<\/p>\n

Momentum.<\/p>\n

What surprised you in 2025?<\/p>\n

This was the year of Tuesdays. Every Tuesday, a new piece of bombshell industry intel was released. From mergers to acquisitions, pitches to account shifts, promotions to departures, this year had it all, some of it was shocking, not just surprising. Am not sure there was one thing in particular that was the most surprising, but definitely the following have changed the game locally \u2013 the Warner Bros Discovery and Sky TV merger, the Omnicom and IPG merger, and the Auckland Transport outdoor tender results. <\/p>\n

Do not ask me why it was always a Tuesday.<\/p>\n

What was your biggest personal or professional success in 2025, and what\u2019s your biggest \u2018work-on\u2019 for 2026?<\/p>\n

Professionally, 2025 has been a year of momentum and meaningful milestones for me at Together.<\/p>\n

We kicked off the year by welcoming AMP and the Education Workforce (Ministry of Education) and we didn\u2019t stop there. Since then, Contact Energy and Goodman Fielder have joined the fold and we\u2019re preparing to onboard Kiwibank in early 2026. These iconic Kiwi brands choosing Together is a testament to the power of local partnerships \u2013 and I\u2019m proud to have played a part in helping make that happen.<\/p>\n

The biggest highlight has been the launch of our Wellington office \u2013 a significant step for the agency, achieved in a challenging environment. It\u2019s a reflection of our belief in deepening regional partnerships and growing our footprint to better serve clients across Aotearoa.<\/p>\n

Looking ahead to 2026, my focus is on people and depth. I want to spend more time with our growing team \u2013 supporting their development and unlocking their potential \u2013 and go deeper on our clients\u2019 business challenges to ensure we\u2019re not just delivering plans, but driving even better results.<\/p>\n

Personally, I\u2019m proudest of the joy I see in my two beautiful boys \u2013 I have a 6-year-old scientist and a 4-year-old artist. The best.<\/p>\n

Which competitor \u2013 either person or firm \u2013 do you admire most and why?<\/p>\n

Right now, it\u2019s our competitors managing their way through change at IPG and Omnicom. From those I\u2019ve spoken to, I admire that despite so many not knowing the final outcome of the merger and what it might mean for them personally, they are showing up every day and continuing to deliver great work for their clients.<\/p>\n

How do you think 2026 will play out for New Zealand media \u2013 what would be a game-changer for your company?<\/p>\n

My hope is that 2026 brings a more stable and confident economic environment \u2013 and there are early signs of that recovery underway. A robust market benefits all of us and my wish is for a media landscape where our industry peers have job security and the freedom and resource to produce truly great work.<\/p>\n

That said, we also have to be realistic. The year ahead is likely to bring further disruption, particularly as the impacts of recent mergers continue to ripple through the market. More structural change is coming \u2013 and it won\u2019t be easy.<\/p>\n

On a more positive note, I believe 2026 will see further support of \u201clocal\u201d. This year, we\u2019ve seen clients increasingly value transparency, senior expertise and proximity \u2013 all of which play to the strengths of independent models. I expect that trend to accelerate, particularly with a renewed spotlight on transparency and accountability in agency partnerships.<\/p>\n

For Together, a real game-changer is the new government procurement rules which came into effect on December 1. These changes mean government agencies must now evaluate the economic benefit to New Zealand, and for smaller contracts under $100,000, the new rules expect agencies to award work to Kiwi businesses by default unless there\u2019s a compelling reason not to \u2013 a major step forward for independent businesses.<\/p>\n

We marked the day as \u201cIndependents Day\u201d at Together because it signals a genuine shift in how opportunity is shared. We\u2019re hopeful this creates space for more innovation, more competition, and better outcomes for everyone \u2013 clients included. It should support the growth of our Wellington office and team.<\/p>\n

What are your plans for the summer break?<\/p>\n

Same as last year \u2013 black sand, BBQ and a beer. #piha.<\/p>\n

Editor-at-large Shayne Currie is one of New Zealand\u2019s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including managing editor, NZ Herald editor and Herald on Sunday editor and has a small shareholding in NZME.<\/p>\n","protected":false},"excerpt":{"rendered":"Jones is infamous in New Zealand; over the years, he\u2019s had several cracks at the All Blacks haka…\n","protected":false},"author":2,"featured_media":223657,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[8831,95,9436,9005,3468,28167,31423,78,2936,296,53687,2514,2176,22511,2882,1073,1451,117,111,139,69,1642,24459,6652,6327,14170,213,18150,673,107,39163,1613,810,1965],"class_list":["post-223656","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sports","tag-an","tag-and","tag-chase","tag-critic","tag-deal","tag-enters","tag-haka","tag-in","tag-insider","tag-into","tag-ird","tag-island","tag-jones","tag-lines","tag-love","tag-media","tag-nbr","tag-new","tag-new-zealand","tag-newzealand","tag-nz","tag-online","tag-paywall","tag-retires","tag-rugby","tag-scrap","tag-sports","tag-stephen","tag-storm","tag-then","tag-tvnzs","tag-uk","tag-up","tag-writer"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/223656","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=223656"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/223656\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/223657"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=223656"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=223656"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=223656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}