Stephen Wynne-Jones reports from Rio on Olympics-style marketing The Rio provided a unique platform for top brands to tie in with the world’s greatest sports show. But while some brands reached the podium, others were left in the starting blocks. Brazil, we were told, would not be ready on time, the threat of Zika would […]
Articles Archive
What to make of millennials?
Larry Ryan (right) on Ireland’s millennials versus young adults overseas As researchers we are slightly uneasy at making generalisations about broad swathes of the population. Yet we live in an era with much classification of consumer groups. Millennials is one such group, namely consumers up to the age of 34. Major milestones or events for any […]
Imagine, all about engagement
Michael Cullen asks Jonny and Paddy Davis to explain what Imagine offers Some people call it event marketing. Others might label it live, on-ground or participation marketing. Essentially, experiential marketing is about creating a closer bond between the consumer and the brand by immersing them in a fun and memorable experience. It has nothing whatsoever […]
Up, up and away
Colm Carey on a Marketing Society talk about branding in a connected world Back in the day when Ireland had only one airline it would have been hard to imagine an Aer Lingus executive talk about a battle in which the carrier was David to the other side’s Goliath. But so it came to pass […]
Cannes opener
Jamie Macken on why his first creative festival outing was so impressive Core Media sent ten people to attend this year’s Cannes Lions annual creative festival. Why? To ensure we continue to learn and improve. Safe to say, it was mission accomplished. If you have never been to the Cannes Lions creative festival, you need […]
Core values
Michael Cullen reports on the Marketing Institute’s All Ireland Marketing Awards, where Heineken won the team gong for Orchard Thieves cider If the number of guests signing up to marketing award shows is anything to go by, the economic recession might well be behind us. A total of 886 marketers gathered in Dublin’s DoubleTree […]
Beach book ready?
John Fanning on some choice holiday reads While I have a slew of new branding books for review in Marketing.ie, I’m going to leave them until the autumn, as this is the time of year many people choose to expand their minds and let a few new ideas in to stimulate the creative juices as […]
Content to succeed
Orlagh Bailey on what’s required for engaging content Social media has grown hugely as a business channel. In efforts to embrace and engage communities, there is an extortionate amount of boring, costly and wasteful content. Spot competitions, vague polls and superfluous ‘interactive’ social questions flood newsfeeds. Social content creators realise it is time to go […]
A nation of moviegoers
Michael Cullen on Irish people’s abiding interest in going to the cinema Ask a media agency director for an opinion on the value of cinema to major advertisers and many of them they may well say it tends to be overlooked in schedules and is often not given its due consideration. Fiona Field, deputy managing […]
Steering driver behaviour
Gerard Tannam explains how the Fly the Flag national road safety campaign got underway When Feargal Quinn addressed the Senate in 1999 on road safety, he did so with a sense of weary resignation. Despite years of official tut-tutting on the scandal of the carnage on Ireland’s roads and various campaigns pleading with people to […]
Cashen perfectly suited to OOH
Last year UK-based Posterscope bought PML Group, Ireland’s top out of home (OOH) specialist, for an undisclosed sum. Once all the t’s are crossed and i’s dotted PML will join the Posterscope network, owned by Dentsu Inc. PML was started in 1982 by Jimmy Cashen, above, and the late Gerry O’Donoghue, to compete with Outdoor […]
Adding science to media
Core Media has big plans for data, as Michael Cullen discovers “There are known knowns, there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns – the ones we know we […]
Saluting women in adland
In his Stray Thoughts column, Breandán O Broin, speaks out in support of IAPI’s Doyenne award, recently won by Google’s Cera Ward Philosophy has never been a strong point among Ireland’s marketers. But one tends to get a better class of reference point at Institute of Advertising Practitioners in Ireland (IAPI) events. Colin Gordon of […]
