Caroline Donnellan, director of brand and marketing, Sky Ireland, was unveiled as this year’s Marketer of the Year winner at a lunch in Fire restaurant attended by some of the industry’s top marketers. Donnellan was selected for her achievements in spearheading a new strategy for Sky which saw a global brand with close ties to […]
Articles Archive
Why ads high on emotion work best
Fiona Field argues strongly in favour of advertisers that engage consumers’ hearts when trying to entice them to buy brands There are moments when you know a campaign has hit the jackpot. One evening, I got a message on the family WhatsApp group and the picture that greeted me was of my father-in-law at the […]
Van Belleghem on ChatGPT’s importance
Steven Van Belleghem considers the impact ChatGPT may have on customer experience as people come to rely on it more and more It is hard to deny that TikTok has been one of the business success stories of the last few years. One of the main factors behind that success is undoubtedly its interface: it […]
Emerald Park owner determined to thrill
Emerald Park’s Charles Coyle has high hopes for the family amusement park and zoo with two major new rides on the way When a farmer-turned-entrepreneur decided to turn 55 acres of fields in the Meath townland of Kilbrew into an adventure park housing exotic animals and rollercoaster rides he could hardly have foreseen the extent […]
Media funding needs reimagining
Garrett Harte writes that as RTÉ’s future comes under scrutiny, the wider broadcast market must be included in any new plans In 2011, during the Arab Spring revolution in Tunisia, a group of local students involved in the uprising had first hand experiences of media extensively regulated by the government and the destructive prevalence of extremist […]
Romaniuk’s new book merits attention
John Fanning on why Irish marketers should regard Dr Jenni Romaniuk’s new book on brand health as an important read The old chestnut that marketing departments know that half their marketing communications budget works, but not which half, is thankfully long dead and buried. Its demise helped by pioneering studies of how advertising works by […]
Oliver – an agency like no other
Michael Cullen talks to Oliver Ireland founder and chief executive Mark McCann on how his business model has paid dividends for agency and client alike Ask Mark McCann what Oliver stands for and he responds matter-of-factly with the two E’s – effective and efficient. Effective in marketing communications and efficient in how it executes professional […]
Helen Edwards’ book a must for marketers
John Fanning recommends From Marginal to Mainstream, Helen Edwards’ new book on how brands can be strengthened and the way to get there In these uncertain times even trying to stay afloat is difficult as marketers try to navigate the conflicting demands of anxious price-fixated customers, paranoid chief executives and their boards, rapacious retailers and […]
Hollywood’s warm embrace of brands
Chris Cashen considers the current trend among filmmakers to produce brand-themed movies. How far should Hollywood go? There is nothing quite like the thrust of brand owners vying for kids’ attention. The trouble in toyland nowadays is particularly trying for Mattel. Back in 2015, young girls the world over had shunned 56-year old Barbie […]
PR agency Wilson Hartnell at 50
Wilson Hartnell has been at the forefront of PR in Ireland for half a century. Michael Cullen examines its past, present and future hopes Inquisitive. Inventive. Intelligent. Sharon Murphy believes they are the three attributes that go right to the core of Wilson Hartnell’s DNA, and the approach to creative communications of Ireland’s longest-running PR agency, […]
Fanning pays tribute to Jeremy Bullmore
John Fanning remembers the remarkable English copywriter, media commentator and Jeremy Bullmore who died recently Jeremy Bullmore died in January. I suspect not many Marketing.ie readers noticed his passing, which is a shame as he was widely regarded as ‘advertising’s greatest philosopher’. Bullmore was 93 when he died and had just retired after a long […]
Is ChatGPT a friend or foe?
Fiona Field tested out the artificial intelligence chatbot to see how effective it was with a brief and to see if it lives up to all the hype Probably the most interesting development since the dawn of Google was the launch of ChatGPT last November. The roll out was soon followed by a host of […]
Sponsorships – all to play for
Rob Pearson says sponsorships must be shaped around business objectives, otherwise brands are playing in the little leagues Ireland has a deep connection and love of sport. TAM/Nielsen data revealed that nine of the top 10, and 31 of the top 50, most watched programmes in Ireland last year were sporting events. Four Guinness Six […]
