Blog – Marketing.ie http://marketing.ie Marketing.ie Mon, 26 Jun 2017 09:51:26 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.5 Red Dog gives women’s campaign some real bite http://marketing.ie/red-dog-gives-womens-campaign-some-bite/ http://marketing.ie/red-dog-gives-womens-campaign-some-bite/#respond Mon, 26 Jun 2017 09:49:43 +0000 http://marketing.ie/?p=26994

Design and branding agency Red Dog’s work in support of Women for Election has helped raise almost €32,000 at the half-way stage of a crowdfunding push. Women for Election co-founder Niamh Gallagher said the design raised awareness of the goal of getting more women elected by engaging a younger audience. The campaign hopes to raise €50,000 to subsidise training 300 women to stand for election and improve the gender balance in Irish politics.

The agency, run by Mary Doherty (above), created the campaign identity, with links to the crowdfunding website at https://www.indiegogo.com/projects/morewomen#/. Red Dog also designed the #MoreWomen hashtag, campaign card, badges, beanies, totes and T-shirts. Doherty said the wearables are proving popular with donors and will continue to raise awareness of Women for Election’s goals long after the crowdfunding campaign ends.

“We reckoned Women for Election needed to engage a younger audience who would appreciate quality creative and enjoy the good karma of helping get more women elected,” Doherty said. “We believe the illustrative element gives the campaign energy and impact, particularly on social media channels.’’ Donors can support the campaign by buying perks from as little as €5. The perks include a limited edition screen-printed poster on sale for €40.

Red Dog donated its services free of charge. The campaign has also received support from poets, writers, historians and photographers, including Doireann Ni Ghriofa, Martina Devlin, Pat Liddy and Beta Bajgart, who are donating experiences and poems, readings, walking tours and books. The campaign, run entirely by volunteers with backgrounds in areas such as finance, PR and web design, is also targeting larger donations.

For €300, a donor can sponsor a woman on Inspire, Women for Election’s one-day programme designed to provide an introduction to political life for interested women. And for €5,000 a donor can help Women for Election put 20 women through that programme. The organisation was founded in 2012 by Niamh Gallagher and Michelle O’Donnell Keating.

 

 

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RichardsDee duo win gold at Young Lions http://marketing.ie/richardsdee-duo-win-gold-at-young-lions/ http://marketing.ie/richardsdee-duo-win-gold-at-young-lions/#respond Fri, 23 Jun 2017 09:38:09 +0000 http://marketing.ie/?p=26979

Emma Wilson and Kyle Schouw, designers from the RichardsDee branding agency, took their place on the global stage as they were awarded a gold medal for Team Ireland in the design category of the Young Lions competition. It is the first time Ireland has ever taken home gold in the Young Lions in its’ 23 year history. Ireland was represented at this year’s Cannes Lions Festival by 90 delegates in all, out of a total of 17,000 visitors to the Cote d’Azur.

Young Lions are aged under 30 and work in the creative industries. After competing in national heats, the Institute of Advertising Practitioners in Ireland (IAPI) brought 14 young Lions to compete in print, PR, film, social, media, design, young marketers. The 23 teams in the design category received a brief from UN Women and were given just 24 hours to create a brand identity campaign. It was then presented to the jury panel.

The winning design will now go into global production for UN Women. IAPI president Aidan Greene, said the institute’s commitment to the Cannes Young Lions competition had grown exponentially over the past three years. Greene said Irish marketers must put creativity at the heart of their businesses. It starts with inspiring young talent to be creatively brave, irrespective of discipline or role. The Irish gold shows the exceptional ability in the industry.

Wilson said the Young Lions had been a fantastic experience. “As an active and passionate feminist, to discover that we would be briefed by UN Women to tackle their challenging sub-brand and campaign brand architecture was a dream for me,” Wilson said. “As the project progressed, I learned that I had a wealth of knowledge to draw from and I’m beyond thrilled to have won.” Wilson and Schouw will get complimentary passes for next year’s festival.

Kyle Schouw and Emma Wilson are pictured with IAPI president Aidan Greene

For the winning submissions, visit http://iapi.ie/canneslions/irelands-young-lions-winners.html

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Bord Gáis Energy rolls out rewards club ads http://marketing.ie/bord-gais-energy-rolls-out-rewards-club-ads/ http://marketing.ie/bord-gais-energy-rolls-out-rewards-club-ads/#respond Tue, 13 Jun 2017 09:43:11 +0000 http://marketing.ie/?p=26971

Bord Gáis Energy (BGE) has launched a new TV and print campaign, highlighting the benefits that over 260,000 members of its rewards club can receive, including an opportunity to get exclusive access to All-Ireland Senior Hurling Championship tickets. The 40-second TV ad stars comedian John Colleary (above left) of Savage Eye and Irish Pictorial Weekly fame.

Colleary is a dad watching a GAA match on the couch with his future son-in-law, who has failed to get him a ticket for the big hurling match. Sensing his not-too-subtle disappointment, the son-in-law is reminded that if he was signed up to the BGE rewards club he would have got tickets to the big match and his future father-in-law’s eternal gratitude.

The new ad follows on  from BGE’s ‘It’s Worth Thinking About’ campaign launched earlier this year.  Running until the middle of July, the new ad communicates the rewards on offer, including GAA hurling and Bord Gáis Energy Theatre tickets, rewards on Tesco Clubcard points and special offers on boiler servicing and Hive smart home technology.

The campaign was created by Publicis, led by account handlers, Sheena Denneny and Eibhín McLoughlin. Ronan Nulty was executive creative director, with Ross Giles as art director and Peter Dobbyn as copywriter. Mindshare handles the media. The client was Dermot Mulligan, acting marketing controller at BGE. The TV is supported by online activity.

 

 

 

 

 

 

 

 

 

 

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Kepak signs Rustlers deal with FAI http://marketing.ie/kepak-signs-rustlers-deal-with-fai/ http://marketing.ie/kepak-signs-rustlers-deal-with-fai/#respond Thu, 08 Jun 2017 11:03:28 +0000 http://marketing.ie/?p=26955

As the Republic of Ireland football team prepares for the important World Cup qualifier against Austria at the Aviva Stadium this Sunday, Kepak meat company has agreed an official sponsorship deal for its Rustlers flame grilled burgers with the Football Association of Ireland (FAI). As well the four-year FAI squad deal, the brand is the new title sponsor of the colleges and universities competitions to be re-launched in September 2017.

Brokered by John Trainor’s Onside agency, it marks the first major sponsorship deal for the food brand. First launched in Ireland in the late 1990’s, Rustlers is now available in supermarkets and convenience stores around the country, as well as in the UK, Germany, Belgium and Holland. Kepak, an Irish company set up over 50 years ago as a family butcher shop, backed Seán Boylan’s Meath GAA football team during the ‘80’s and ‘90’s.

Pictured are Stephen Donnelly, Ireland manager Martin O’Neill and Adrian Lawlor, Kepak

©INPHO/Morgan Treacy

 

 

 

 

 

 

 

 

 

 

 

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Call for entries to outdoor advertising awards http://marketing.ie/call-for-entries-to-outdoor-advertising-awards/ http://marketing.ie/call-for-entries-to-outdoor-advertising-awards/#respond Wed, 07 Jun 2017 09:34:42 +0000 http://marketing.ie/?p=26948

It has been announced by the Outdoor Media Association (OMA) that entries to the 26th Outdoor Advertising Awards are now open. The awards, which take place every two years, celebrate excellence in content and planning in out of home advertising throughout Ireland.

The ceremony will take place in the Shelbourne Hotel on Thursday,  October 12, with former Today FM presenter Anton Savage acting as MC for the evening. The judging jury will once again be presided over by Stefan Schmidt, Founder of Berlin agency dieckerschmidt.

Colin Leahy, president, OMA and managing director of Exterion Media, said out of home has performed well in recent years. The awards provide a chance to review campaigns that delivered for advertisers and agencies in the past two years. The judges will look for entries that show the effectiveness of campaigns in creative execution and in media planning.”

The OMA membership is made up of Clear Channel, Exterion Media and JCDecaux.

The closing date for entries is July 24.

Full details are available on www.outdoorawards.ie

Pictured above are Anton Savage and Colin Leahy

 

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SuperValu still on top as growth increases http://marketing.ie/supervalu-still-on-top-as-growth-increases/ http://marketing.ie/supervalu-still-on-top-as-growth-increases/#respond Tue, 06 Jun 2017 09:31:53 +0000 http://marketing.ie/?p=26936 The latest grocery market share figures from Kantar Worldpanel for the year ending 21 May 2017 show that the market continues to grow despite price deflation. Grocery market value was up by 2.2 per cent during the past quarter compared with last year, making the sector worth €2.37 billion over the 12 weeks – up €50 million on last year.

  David Berry, director at Kantar Worldpanel, said  that with the average price per pack falling slightly, growth has been driven by households buying extra items, with the average shopping basket increasing in size. Retailers’ own brands continue to lead the way, growing sales by 3.8 per cent and accounting for 54 per cent of purchases.

SuperValu remains in the top spot with a clear 0.5 percentage point lead over Tesco in second place. SuperValu sales increased by 1.2 per cent as shoppers added more items to their trolleys, spending an extra €1 on average per trip. Edging ahead of Dunnes Stores by 0.1 percentage points, Tesco now has a 22 per cent share.

While value sales increased only slightly by 0.3%, volume sales continue to tell a more positive story – up 4.6 per cent year on year as shoppers visit Tesco more often. Lidl and Aldi enjoyed strong performances during the past three months. Growth for Lidl accelerated to 2.7 per cent, with Aldi boosting sales by four per cent.

Lidl now has a 11.4 per cent share of the grocery market, with Aldi just behind with an 11.2 per cent stake. Both retailers have benefited from shoppers visiting them more often, with Lidl seeing almost one extra trip per shopper over the past 12 weeks.  

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Carr Communications has become Ireland’s first PR agency to invest in a dedicated behavioural economics and sciences team. In an age of information overload, this discipline has become increasingly popular across the globe as people try to cut through the noise. Shortly after forming a coalition government in the UK in 2010, prime minister David Cameron established a behavioural insights team informally known as the ‘nudge unit’.

Obama also set up a social and behavioural sciences team. Those working in marketing and communications are becoming familiar with behavioural science – a combination of economics and psychology that looks at the factors involved in how and why people make the decisions they do. “Now’s the time to lay the groundwork for the next generation of communications in Ireland,” Donal Cronin, director of Carr Communications, said.

“Traditional PR and communications approaches must evolve. We’re the first Irish agency to invest in a dedicated behavioural economics and sciences team. Behavioural science has long underpinned our approach to communications and training,” Cronin added. Agencies put a lot of time, thought and research into a campaign. But they are often left scratching their heads as they look at a campaign that failed to work, despite all the planning.

Sometimes, very simple changes to a communications approach, such as the addition of a hand-written note, or supporting a campaign with a text reminder, or a subtle change to language, can have a huge impact. The new team at Carr comprises Jenny Robinson, Karl Purcell and Amy Hume. The agency has run behavioural science courses in recent years, delivered by Professor Liam Delaney, director of the new MSc in behavioural science at UCD.

Carr collaborates on behavioural science projects with the Harvard Kennedy School and with New York Times and USA Today best-selling author on behavioural finance, Dr Daniel Crosby. The agency’s 30 staff provide advice in PR, training, career development, employee engagement and internal communications. The company is an affiliate of Cohn & Wolfe, an international PR agency with 60 offices worldwide.

The Sunday Times reported that Carr made profits of €91,000 in the year to June 2016, after its five directors shared salaries of €478,000. The agency, founded by broadcaster Bunny Carr in the 1970s, is controlled by chairman Fergus Hoban, managing director Tony Hughes and Donal Cronin, who was a special advisor to former taoiseach Albert Reynolds. They have run the business since Terry Prone left to set up The Communications Clinic in 2008.

 

 

 

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GroupM to merge MEC and Maxus http://marketing.ie/groupm-to-merge-mec-and-maxus/ http://marketing.ie/groupm-to-merge-mec-and-maxus/#respond Fri, 02 Jun 2017 14:42:45 +0000 http://marketing.ie/?p=26915

WPP’s GroupM is to merge two of its media agencies, MEC and Maxus. MEC Dublin is headed up by David Hayes, while Maxus is run by Jonathan Conlon. Operating out of Ogilvy’s offices in Ely Place, MEC clients include Vodafone, General Mills’ Yoplait, cereals and biscuits and Screwfix.ie. Last year the agency rolled out its Wavemaker content division.

Wavemaker was launched in Ireland by adapting Yoplait’s ‘I Love My Age’ developed in France.

“We’re the only agency in Dublin with a branded content division,” Hayes told Marketing.ie. Maxus clients include Nestle, L’Oreal, the GAA, Hauwei and McCain Foods. GroupM expects the merger and rebrand to be finalised by the end of the year. To read an interview with MEC’s David Hayes and Aoife Hofler (above), see Marketing.ie April cover story.

 

 

 

 

 

 

 

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Love Irish Food launches brand award at Bloom http://marketing.ie/love-irish-food-launches-brand-award-at-bloom/ http://marketing.ie/love-irish-food-launches-brand-award-at-bloom/#respond Fri, 02 Jun 2017 11:22:45 +0000 http://marketing.ie/?p=26906

Love Irish Food, in partnership with out of home (OOH) advertising company Exterion Media, announced the launch of the annual Love Irish Food brand development award in the Food Village at Bloom. The award provides Love Irish Food member brands with the chance to win an €80,000 OOH campaign to promote their brand to consumers.

The lucky Love Irish Food member brand that wins will receive €70,000 in advertising space, scheduled across Exterion Media’s retail six sheet portfolio and retail digital network. The campaign will appear nationally for two weeks and includes print production and digital animation for broadcasting. Additionally, OwensDDB will provide the winner with an €10,000 creative bursary towards the winning outdoor campaign.

To enter the brand development competition Love Irish Food member brands must register at http://www.loveirishfood.ie by 11am on Monday, June 19. The closing date for completed submissions is 5.30pm on October 27. The judging panel comprises Kieran Rumley, executive director, Love Irish Food;  Antoinette O’Callaghan, marketing manager, Exterion Media and Barry Dooley, chief executive, Association of Advertisers in Ireland (AAI).

A shortlist of competitors will then be interviewed by the judging panel, with the winner announced on November 13. See more at http://www.loveirishfood.ie  Pictured at the launch at the Bloom festival in the Phoenix Park were Kieran Rumley, previous award winner Bernard Broderick of Brodericks Brothers, Antoinette O’Callaghan and Barry Dooley.

 

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Chalke goes it alone with new agency http://marketing.ie/chalke-goes-it-alone-with-new-agency/ http://marketing.ie/chalke-goes-it-alone-with-new-agency/#respond Fri, 02 Jun 2017 09:45:18 +0000 http://marketing.ie/?p=26894

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Aaron Chalke has left Mediaworks to set up a new brand activations agency called Foe. Chalke, who was an experiential director with the Core Media group, says his new business aims to generate a higher return on investment for marketing campaigns. It will do so by developing brand activations which utilise the best of paid, owned and earned media.

“From idea to execution, Foe is an impartial partner that takes the headache out of activations,” he said. Chalke worked at Mediaworks for seven years, winning a number of industry awards. He worked on McDonald’s, Lidl, Liberty Insurance, Alex + Ani and Flogas. A native of Mayo, he was a student at DCU where he graduated with a BSc in multimedia.

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Sky rolls out ads for Now TV platform http://marketing.ie/sky-rolls-out-ad-campaign-for-now-tv/ http://marketing.ie/sky-rolls-out-ad-campaign-for-now-tv/#respond Fri, 02 Jun 2017 09:23:10 +0000 http://marketing.ie/?p=26888

Sky Ireland has a new TV, out of home (OOH), digital and radio campaign in support of its new Now TV online streaming service. Now TV allows viewers to watch live pay TV and on demand shows, box sets, movies and sports, all without a contract. The campaign launched with a 40” TV spot, featuring a live band playing the Now TV theme music.

The viewer moves between the band playing in various scenarios, which also shows the functional benefits and content available on the new platform. Across digital, ads run on YouTube, the RTE Player and All4, with a takeover on Entertainment.ie. The OOH centres on urban large formats and transport. Radio includes Spin 103.8, 98FM and Spotify.

WCRS in London created the campaign, with MediaCom handling the buying.

Click here to see Now TV’s 40”

Click here to see Now TV’s 30”

Now TV is available to anyone in Ireland with an internet connection. It is also available to watch on a Now TV Box. The box turns the TV into a Smart TV providing catch up TV from All 4, TV3’s 3player and more, as well as apps like YouTube and Vevo. The Now TV Box is available with a two-month entertainment or cinema bundle for €40.

To find out more visit NOWTV.com/ie

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BJAI Challenge raises €50k for Dublin Simon http://marketing.ie/bjai-challenge-raises-e50k-for-dublin-simon/ http://marketing.ie/bjai-challenge-raises-e50k-for-dublin-simon/#respond Wed, 31 May 2017 13:51:45 +0000 http://marketing.ie/?p=26880

The Business Journalists Association of Ireland (BJAI) raised over €50,000 for the Dublin Simon Community (DSC) at their annual corporate challenge quiz. It is the 17th year that the quiz has taken place and the event has raised over €550,000 for DSC to date. William Fry were the overall winners of the challenge, with WHPR second and DAA in third place.

The team impressed by scoring a total of 57 points out of a possible 66. RTE Six One newsreader Bryan Dobson returned as quizmaster and Mr Justice Peter Kelly adjudicated. Eir, William Fry and DAA supported the event, with The Reputations Agency working closely with the BJAI, including the media, sponsorship and event management arrangements.

The corporate challenge is open to all companies interested in raising funds for Simon. Speaking after the event, Donal O’Donovan, BJAI chairman and business editor of the Irish Independent, said business journalists have unique access to corporate Ireland and the corporate challenge is an opportunity to use that to the benefit of the wider community.

The William Fry team is pictured with Dearbhail McDonald, group business editor, INM

 

 

 

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O’Doherty to lift Beko machine up Kilimanjaro http://marketing.ie/odoherty-to-lift-beko-machine-up-kilimanjaro/ http://marketing.ie/odoherty-to-lift-beko-machine-up-kilimanjaro/#respond Tue, 30 May 2017 09:53:16 +0000 http://marketing.ie/?p=26874

Enda O’Doherty plans to carry a Beko washing machine to the summit of Africa’s highest peak, Mount Kilimanjaro in July to rise funds for Pieta House. The Waterford man aims to spread a positive mental health message through the symbolism of carrying a heavy hidden load and to bring awareness to the importance of asking for help and ‘sharing the load’.

O’Doherty’s challenge is threefold, to raise awareness that it is okay not to be okay and ask for help; two, to raise funds for Pieta House and three, to climb to the top of Kilimanjaro. The size of the task ahead is incredible but he has achieved similar washing machine-carrying feats by climbing Slievenamon (721m) and walking 379ks from Belfast to Waterford.

But Kilimanjaro (5896m) is not only Africa’s highest point, but is also the world’s highest free standing mountain. Kilimanjaro is a crater known as Kibo, over 2km wide with several distinct cones, the highest being Uhuru Peak. Towering over 4,500m above the Rift Valley, O’Doherty aims to get to the summit with a 40kg Beko washing machine on his back.

For more on O’Doherty’s Beko challenge visit http://pieta-challenge-2017.everydayhero.do/

 

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