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 […]
Articles Archive
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 […]
Three trends for 2023 worth noting
Margaret Gilsenan selects three emerging trends which she believes Irish marketers ought to consider It’s that time of year again. The time when countless groups, individuals and organisations have a go at predicting trends. In those that I have examined so far, three themes emerge that I thought worth mentioning or exploring further: namely […]
Challenges for a conscious consumer
Fiona Field on why shoppers face hard choices in getting the balance between convenience and responsible purchasing Gen Z and Millennials are said to be the driving force in efforts to ensure brands change their practices to become more ethical, responsible and sustainable. But is this generation really committed to the cause? Will the so-called […]
National Lottery’s Dervan top marketer
Paul Dervan, chief marketing officer for the National Lottery, has been named this year’s Marketer of the Year™ (MotY) for his work in creating a new strategy with a strong focus on long-term branding and a move away from promotions and the pursuit of short-term gains. The industry competition is organised by Marketing.ie and sponsored […]
Kumar’s new book a must read
John Fanning on why Prashant Kumar’s Made in Future is such an important read for Irish marketers It is now an obvious truism to say that the digital revolution of the last 20 years has completely overturned many if not all of the principles, practices and precepts of the marketing world, a world that has […]
Does your brand live up to its promise?
Fiona Field examines the experience versus expectation gap and how premium brands can navigate choppy waters Just recently I had a conversation with a friend on the expectations of a hotel stay living up to the experience. The person in question would turn up to her annual summer holiday with her family in […]
Accenture gets creative with tech
Accenture Song’s Droga5 set out to bridge Ireland’s digital gap by using AI to create a CV chatbox, as Etain Seymour tells Michael Cullen Let there be change. That’s a catchcry not of a political party heading out on the hustings but rather of Accenture, the Irish-American global executive services group which has its HQ […]
Wood urges advertisers to think differently
John Fanning on Look Out, Orlando Wood’s new book which claims to be the advertising guide for a world turning inwards Reviewing Orlando Wood’s Lemon for www.marketing.ie in April 2020, I recommended that everyone should familiarise themselves with the book’s thesis. Wood has now published a sequel piece of work, Look Out, (IPA 2022) and […]
Ensuring Lottery ads make a splash
Stephen Cleary reports on studies into National Lottery digital ads and why marketers should be aware of poor attention levels Getting consumers’ attention to prompt purchase is crucial. When someone dreams of a life-changing win, or they pop into a local shop to get some lunch, to what extent does the National Lottery brand […]
Huskies poised to act in a new way
To position itself for the future, the pack at In the Company of Huskies believes today’s creative agency needs to pull not push It would be fair to say that in recent years, In the Company of Huskies emerged as one of Ireland’s most compelling creative agencies. In 2021 alone they were listed in The […]
Fanning on why displacers rock status quo
John Fanning gives his take on Distinguishers, a book homing in on the visionary risk-takers not afraid to roll out new brands Books about the digital age tend to fall into two categories; the begrudgers and the proselytisers. The former tends to concentrate on the deleterious effects on individuals, the latter on the positive […]
Movie fare set for big screen
Aaron Poole looks ahead to what Hollywood highlights are lined up This year has allowed cinemas to reopen without capacity restrictions. As 2021 closed, No Time To Die became the number one Bond movie of all time at the box office on the island of Ireland. Such an achievement during social distancing and limited attendances […]
