In his Research File, Colm Carey writes on why big data shows scant regard for people Darren Harris is a double Paralympic athlete. He has a degree in mathematics and has studied psychology. In a talk on BBC Radio 4’s Forethought, Harris compares people and prime numbers. Both are unique and indivisible. Prime numbers are abstract, people […]
Articles Archive
Planning: Why brands need closer ties
Kathy Troy, senior planner at MCCP, on why brands must build strengths and get closer to today’s consumers Having weathered tough economic times in recent years, Irish consumers now want practical but positive brand experiences to carry them into the future. In predicting trends set to impact on Irish business in 2015, Kathy Troy, […]
Time to plan: Kay McCarthy on the six musts for Irish marketers in 2015
The reality for marketers is more data, more specialised agencies at the table and more content to deliver to the ‘always on’ consumer. What is different now is the pace of change due to technology. Here are six ways for marketers to become change makers and leaders. 1 Rethink business models, not just use data […]
Since you ask… Gary Disley of Eircom Business reviews some recent TV ads
The first ad I watched involved a pub, a banjo and some reasonably robust Irish signing. No it wasn’t for Guinness or any other beverage that was trying to tempt us during the Christmas party season. Oh, no. The twist in this was that it included a canary that looked and sang like Ronnie Drew. […]
Ulster says yes
MICHAEL CULLEN ON THE PROSPECTS FOR THE NEW TV CHANNEL, UTV IRELAND Surrounded by screens on three sides and what are said to be the latest in mod-cons for TV interviews, news anchors Alison Comyn (above) and Chris Donoghue rehearse with a report on President Higgins’s visit to China. The studio is part of a 16,500 […]
Since you ask
Kenny Jacobs, chief marketing officer, Ryanair Aldi – This is a very good ad about supporting local Irish producers. It has the right tone and tells the story through the local GAA team which doubles up their connecting with the community message. Low enough production values which is smart use of marketing spend. More […]
A return to basics
DIANE TANGNEY ON AN OGILVY STUDY WHICH POINTS TO PEOPLE POWER The dogs on the street knew what the Celtic Tiger meant. For them, it explained the fortuitous treats and canine pampering days that came their way. The Celtic Tiger term captured why things were they way they were in Ireland. We defined our nation […]
Adland – Where all ads work
JOHN FANNING REVIEWS ADFX 2014 AND THE EMERGING TRENDS IAPI’s Advertising Effectiveness Awards for 2014 attracted a record number of entries which shows Irish agencies and their clients are taking return on advertising investment much more seriously. The growing corporate intolerance of the perceived lack of an ROI discipline which has traditionally characterised the marketing […]
New year, new vision
AS 2015 LOOMS, SHANE DOYLE SAYS MARKETERS NEED TO THINK IN A NEW WAY As we enter into the final quarter of the year, 2015 is coming into sharper focus. In readiness, brands need to ensure they focus in the right areas. While some of the issues we think are important are not brand new, […]
POINTS WELL MADE
As part of its ongoing recovery, Arnotts has a new loyalty card which Lou Conlon says is like no other available in Ireland
BUSINESS TARGETS
It is widely recognised that B2B marketing is a certain discipline. Eircom’s Gary Disley on how B2B differs so much to B2C
ROARING SUCCESS
Publicis boss Padraig Burns on why he was impressed by what he experienced on attending his first ever Cannes Lions Festival
