New Zealand’s Creative Powerhouse: How Kim Pick is Redefining Advertising in the Digital Age
Ever wondered how a small country like New Zealand consistently punches above its weight in the global advertising arena? Episode 12 of the m25 Global Creative Series (https://m25.asia/) takes us on a captivating journey with Kim Pick, Group Executive Creative Director at VML, whose three-decade career spans five continents and a wealth of storytelling, resilience, and cultural impact. But here's where it gets controversial: in an era dominated by AI and digital transformation, can the human touch in advertising still thrive? And this is the part most people miss: New Zealand’s unique cultural values might just hold the key.
Kim’s journey began as a journalist and film critic in New Zealand, where her passion for narrative and critical analysis laid the foundation for a career in advertising. By 26, she was Creative Director at McCann Erickson Singapore, and her trajectory took her to leadership roles across London, New York, and eventually back home to New Zealand. Today, she shapes campaigns across Wellington and Auckland, blending global expertise with local authenticity.
The Challenges and Triumphs of a Creative Pioneer
Kim’s career is a testament to adaptability. She’s navigated the industry’s dynamic nature, from early digital marketing to the current AI revolution. But she doesn’t shy away from the challenges: lack of diversity, long hours, and mental health struggles. “I’ve seen brilliant people burn out,” she admits, advocating for a more humane and sustainable industry. One of her most memorable projects? The global “Love the Skin You’re In” campaign for Olay, which reshaped beauty industry narratives long before Dove’s Real Beauty movement.
New Zealand’s Advertising Evolution: From Traditional to Digital-First
Over the past decade, New Zealand’s advertising landscape has shifted dramatically. Traditional media dominance has given way to digital-first, mobile-first thinking. Data now sits at the core of strategy, creativity, and measurement. AI enables hyper-personalization, and social media has turned both brands and consumers into publishers. Campaigns like Afterquake for the Natural Hazards Commission and Commute Forecast for MetService showcase this evolution, using real-time data to drive actionable outcomes.
Why New Zealand Stands Out on the Global Stage
New Zealand may not compete on scale, but it excels in ideas and impact. Kim cites the nation’s “Number 8 wire” mindset—a Kiwi ingenuity born from resourcefulness. “We haven’t the money, so we’ve got to think,” she quips, echoing Ernest Rutherford’s famous words. This creativity, combined with authenticity and a fresh perspective, resonates globally. Campaigns like Have a Hmmm for ACC and Stick it to Hep C have become international benchmarks for social marketing.
Cultural Values and Storytelling: The Kiwi Advantage
New Zealand’s advertising is deeply rooted in authenticity, honesty, and humility. Māori cultural principles like whakawhanaungatanga (building relationships) and mana-enhancing (respecting dignity) are integral to campaigns. “Overly slick or hard-sell work rarely lands,” Kim notes. Instead, genuine, relatable narratives and conversational language dominate. Dry wit and dark humor are used to tackle tough topics, making campaigns both memorable and impactful.
AI and the Future of Creativity
AI is transforming the creative process, but Kim emphasizes its role as a tool, not a replacement for human creativity. “In the hands of a real creative, AI becomes a superpower,” she says. However, she warns of the “slop” created at scale and calls for rapid upskilling and ethical guardrails. “Humanity must always come first,” she asserts.
Social Media: The New Creative Playground
Social-first creativity is now the norm. Campaigns like Love Ghosting for ACC, NZTA, and NZ Police, and Even Harry Styles for New Zealand Census, are built for earned media and social sharing. Data and creativity, Kim believes, are two sides of the same coin. “Data ignites insights; insights ignite creativity,” she explains. Yet, she sees untapped potential in social platforms, urging a shift from trend-based posts to storytelling rooted in cultural insight.
Advice for Aspiring Creatives
For young talent, Kim’s advice is clear: bring a social-first mindset, embrace AI artistry, and never stop learning. “Dream big and stay cheerfully naive,” she encourages. Collaboration is key, and inspiration often lies outside advertising. “The most interesting ideas are found in random pursuits you’re passionate about,” she adds.
A Pivotal Moment: Lessons from David Droga
Early in her career, David Droga’s advice—“Don’t show me the ad, show me the press release”—shifted Kim’s perspective. This mantra, combined with her journalism background, taught her to think beyond execution to the newsworthy hook of every campaign. Today, she shares this wisdom with her teams, alongside another core belief: “There’s a front page story in everyone.”
Final Thoughts and a Call to Action
New Zealand’s advertising success lies in its ability to blend global trends with local authenticity. But as AI and digital tools reshape the industry, the question remains: can we preserve the human touch? Kim Pick’s journey and insights suggest that with creativity, courage, and a commitment to humanity, the answer is a resounding yes. What do you think? Is AI a threat or a tool for creativity? Share your thoughts in the comments—let’s spark a conversation!
Read previous episodes of the m25 Global Creative Series:
- Episode 11: Maan Bautista
- Episode 10: Pradeep D’Souza
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