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 […]
Articles Archive
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 […]
Seeing and believing ads
John Fanning gives his verdict on the IPA’s 22nd edition of Advertising Works Having reviewed the IPA’s Advertising Works series for the last God knows how long, apologies for being a little late with the 22nd series which was published a few months ago. Now that our own Adfx awards are providing a similar service […]
Polling accuracy at elections
Colm Carey on why election surveys and facts can end up poles apart With a general election on the way – or looming as they say – be prepared for an avalanche of voter polls. Despite politicians claiming the only poll that matters is the one that takes place on the day of the election, […]
2015 Revisited
Michael Cullen assesses the current mood in adland and looks back at some of the highs and lows from the year that was – including the best ads A report by adland’s industry body on the year that was shows the economic tide seems to have turned and there is good reason to be cautiously […]
Politics of promise
With a general election looming, Breandán O Broin on how the parties size up By the time February’s Marketing.ie magazine hits reception desks, the date of the nation’s general election will almost certainly be known. As the battle for votes swings into feverish action, frontline and social media will be consumed with unending appraisals of the performance […]
What’s in cinemas this year?
Ciara O’Hara looks ahead to some of this year’s highlights on the silver screen With end of year cinema admissions predicted to exceed 15 million last year, 2016 is expected to do even better. Family films feature high on this year’s list. Nostalgia abounds and highlights include Finding Dory, the sequel to Finding Nemo. With […]
Potato grower Tom Keogh top marketer
The man who developed the strategy for Keogh’s potatoes and luxury crisps in a bid to reverse the decline in Ireland’s potato market has been named Marketer of the Year. Tom Keogh researched how Irish people consume potatoes and grew a premium strategy through ties with retailers and innovative PR with the ‘Keogh’s – Grown […]
Unbranding of a summit
Breandan O’Broin on a major event which achieved heights of great distinction Where does the Cannes Festival take place? Cannes. Where is the Davos Conference held? Davos. The Rose of Tralee? You’ve guessed it. Where will the 2016 Dublin Web Summit take place? Lisbon. Will the unbranding work? Remember Classic Coke? It’s a marketing truism […]
Age of empathy
Colm Carey on why DAA is grounded by understanding consumer wants It is the age of empathy and we all must be psychologists and psychotherapists. So believes Jan Richards, head of insights and planning at the DAA. Speaking at the Association of Advertisers in Ireland (AAI) seminar on turning insights into action, Richards says as […]
