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 […]
Articles Archive
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 […]
Sutherland’s brand truths
Jane Madden considers advertising veteran Rory Sutherland’s take on brand value In the second Spotlight interview, Ogilvy’s Rory Sutherland discusses the value of brands, engagement and the little extras brands deliver to set themselves apart. If you are a marketer, brand value is unquestioned. Brand elevates products/services beyond commodity status, enabling you to command a price […]
Back to black?
Stephen O’Kelly talks to Michael Cullen about the resurgence in Guinness Guinness and great ads go hand in hand. Going back to the days when enamel signs pushed the ‘Guinness is Good for You’ idea on enamel signs through to the Marketing.ie Ad of the Century with the islanders waiting patiently on the kegs’ arrival […]
Next revolution in adland
James Dunne on what changes may be looming “What keeps you awake at night?” It was a question I was asked recently by a graduate doing her thesis on the future of agencies, ideas and strategy. My answer was this: babies mostly, our dog barking at next door’s cats and this nagging realisation that Irish […]
Mental responses to ads
Joanna Gorczak on how neuroscience can inform advertising Heather Andrew’s Neuro-Insight focuses on memory and how brand communications are encoded. There are three triggers, particularly in relation to audio visual, starting with a strong narrative which is built around the brand. There is the issue of message relevance. Of course, marketers must ensure the branding evokes […]
Havas young at heart
Bob Coggins talks to Michael Cullen about his plans for Havas Dublin Worldwide Walk in the front door at Havas Worldwide Dublin on Leeson Street and to the left as you climb the stairs are a series of framed warrior masks on the wall. The Luchador masks denote a warrior mentality – part serious, part […]
