In an analysis of the advertising business, John Fanning writes on why the death of the agency has been greatly exaggerated It is now nearly 50 years since an ad appeared in the Sunday Times proclaiming that the advertising agency as we knew it was dead, that a new model was needed and that two […]
Articles Archive
Measuring recall
Ruth Payne on why she finds fault with a new RTE media recall study Having recently attended RTE’s ‘The Power of Integration’ presentation, I was left feeling a little under-whelmed. The premise of the study was that running an ad on different platforms increases the likelihood of recall, cut through and buying intent. The research […]
Men at work
Colm Carey considers gender equality, reputation and shopping trends Gender equality at work and at home is a hot topic at both a macro and micro level. At the macro level, official policy is to have a fair representation of men and women at all levels in the workplace. At the micro level it comes […]
Tech savvy
Cera Ward, left, on selling Google and gender balance in adland Google has overtaken Apple to become the world’s most valuable brand. In a sign of the times, tech-related brands dominate the most valuable index with Amazon, Microsoft, Samsung and Facebook among other companies included in Global Finance’s rankings. Google’s value rose by 24 per cent last […]
Selfie power
Neil Douglas asks are young Irish consumers more self-obsessed than ever? In research we hear a lot of people saying it is a generational shift and that millennials are self-obsessed. It is certainly tempting to see the selfie as a modern expression of narcissism. But rather than narcissism, we believe that what we are simply […]
Finding a balance in adland
Shane O’Leary tries to broker peace by finding common ground in adland’s debate between nerds and artists. Should data really take precedence over the big idea? The battle lines have been drawn, sides are being chosen and the world is polarising. On one side, you have the ‘data is the future’ proponents. To them, data […]
Paul Farrell stays connected
Michael Cullen asks Paul Farrell about being left to his own devices at Virgin Paul Farrell may have caught some people in marketing by surprise when he joined Liberty Global’s Virgin Media as vice president – commercial from Davy last July. Given his earlier job roles, at WorldCom/Verizon and 02, there is little reason to be […]
Should creative or media lead?
Bonfire copywriter Lee Richardson considers the age-old conumdrum Should the design of advertising campaigns be led by media or creative strategies? It is a question which has dogged adland for many years. There are good reasons to choose both. Why go with a media-led strategy? By giving media the lead role, the client stays within budget, even […]
Davids vs Goliaths
David Quinn speaks out for the underdog – the challenger brand In this country of ours we all love a challenger. It is something in our national DNA that goes deep. Ireland is a small country with big neighbours. So we have to box clever. In business too, we love to see the challenger […]
Vhi’s Adam Bacon voted top marketer
Faced with the challenge of getting price conscious families to pay a premium for a perceived commodity during the worst recession in Ireland for years and for justifying a market leader position, changing value perceptions and improving sales has won Vhi head of marketing Adam Bacon, left, the Marketer of the Year award for 2016. […]
Worries for big brewing
Stray Thoughts columnist Breandán O Broin on why Ireland’s major brewers might be a wee bit worried about the growing popularity of craft beers Big brewing is in ferment. Big brewers are worried that ‘big’ is now considered to be bad. Fair or unfair, that’s just the way it is. No one seems to like […]
You’re lovin’ it
Ciara O’Hara gives a run-down on some of the major movies coming to our cinema screens in 2017, including Michael Keaton in The Founder With cinema awards season underway, 2017 starts with films targeting an older, more discerning audience. Director James Marsh (The Theory of Everything) tells the fascinating story of amateur yachtsman Donald Crowhurst’s […]
Mark Nolan on unlocking growth
New research into successful brand DNA, Ignite Research’s Mark Nolan writes For marketing to be effective, it must grow brands. Marketers work hard to develop plans to unlock growth and push hard to activate them effectively, but we cannot be sure we are planning and activating effectively unless we first define growth. For marketing to […]
