Creating new horizons
Articles Archive
Let’s hear it for advertising
Let's hear it for advertising Harry Leech on why slashing ad spend in hard times is unwise All this talk of global economic recession and doom and gloom is enough to drive a marketer to drink. It calls for a pint of Guinness in Doheny & Nesbitt's or perhaps even an ice-cold bottle of Schlitz, […]
Carrots consumers deserve
Carrots consumers deserve Michael Killeen advocates moving the sales needle to help consumers in these trying times The Irish consumer has been ripped off for the past decade and would appreciate some payback. I'm personally looking for companies to recognise my past loyalty. I want them to appreciate that these tough times are hurting me […]
Chat-up Line
On your marques! Tony Philpott recommends to car marketers that they be more up front when advertising on TV All advertising is a request to its audience to make a purchase. The car ad revealing the vehicle's ability to transcend reality by driving through the space-time continuum to finally park itself sleek, streamlined and shining […]
Getting real in present downturn
Getting real in present downturn Findings from a McCann Erickson survey of 1,000 consumers interviewed online Most consumers blame the Irish government and the country's major banks for the current economic crisis and there is a general consensus that by becoming more materialistic and less prudent during the good times we are now paying the […]
Value Test
Release pleasure engines Kathy O'Meara on whether or not neuroscience can help measure the value of advertising In these darker economic times, it's being loudly whispered that advertising is about to become an endangered species. Or, will the most cunning players evolve, with Darwinian precision, into a new hybrid species to ensure their own survival? […]
Only Rock ‘N’ Roll
Bay watching rock 'n' rollers Frank Corr on the gigsters, being prudent, an Irish Sun heroine and verbosity Competition for ‘gigster' readers has hotted up a lot of late with the daily and weekend papers all publishing listings, reviews and showbiz interviews in magazine supplements. The heat is turned up full on Friday when the […]
Just Doin It
Show must go on Marketers that put a clamp on ad spend will pay dearly when the economy improves, Brian McCarthy writes Last month, Steve Jobs announced his decision to take a five-and-a-half month break as Apple boss for health reasons. The market response was a loss of ten per cent on the stock value […]
Going Retro
Blasts from past Dr Margaret-Anne Lawlor on recyling old trends and why nostalgia can be what it used to be “Don't hold me to it, but I heard they're bringing Wispa back”. So trumpeted the slogan heralding the resurrection of Cadbury's Wispa bar, thanks to popular demand. The rebirth is an example of a surge […]
In Vogue
Chic of it Fashion expert Caroline Kennedy reviews a new book on branding from Armani to Zara It was The Devil Wears Prada, the hit book and movie based closely on Vogue editor, Anna Wintour, amusingly illustrated the power of the style police to instil sheer terror in the uninitiated. Allegedly this top fashion glossy […]
Year that was
BRAND VALUATIONS: AN A-Z ON BRAND PERFORMANCE, SOME THAT MADE IT BIG TIME AND OTHERS WHICH BOMBED Coolbrands are arbiters of which brands are cool or uncool in the UK. Coolbrands comprises a collective of stylistas, fashionistas, designers, media gurus and self-styled zeitgesters. Ego deficiency is not their biggest problem. It's fair to wonder at […]
A result driven agency
A results driven agency For Aidan O'Connor and Neil McKenna of Kick Communications marketing is about promoting client sales. They spoke to Michael Cullen about their past and what plans they have for the agency, promising ideas, service and results Kick came out of the merger of Index Creative Communications and Inventive Marketing. The principal […]
Easy Listening
A tale of four cities Hugh Oram profiles Martin Block, the main man behind the new 4fm easy listening station Come next February, yet another commercial radio station is due to take to the airwaves, 4fm, targeted at an over-45 audience in Dublin, Cork, Limerick (and Co Clare) and Galway. While it's not the best […]
