From paper to pixels As the newspaper groups release their latest readership figures, Hugh Oram asks how long will it be before readers will be getting all their news and features online? Is the end in sight for traditional newspapers using newsprint? Does a new dawn await the industry as it moves to a web-based […]
Articles Archive
Tapping into male trends
Tapping into male trends Men have finally discovered shopping and as a new book about marketing to men reveals they are becoming serious consumers. John Fanning gives his verdict on Branded Male Professor Henry Higgins in My Fair Lady famously declared “why can't a woman be more like a man?”. Nowadays, men are being told […]
More than a hit logo
More than a logo Colm O Riagain notes that the days of merely strategically placing the music sponsor's brand at the back of the stage are well and truly exhausted Music sponsorship in Ireland is on its way to saturation point as more and more brands create through-the-line campaigns that aim to hit the right […]
DAWN RUN
Wake up read for commuters Michael Cullen asked Metro managing director Lee Thompson to explain how the free newspaper has helped change the reading habits of Dublin commuters Like pursuers of the Scarlet Pimpernel, they seek them there. There being the Dart stations, Luas stops and Dublin Bus queues where commuters congregate early each morning […]
TIES REQUIRED
Ties Required? Blurring of boundaries on sponsorships does RTE no favours Film director and former ad agency executive Alan Parker claims you could always tell the ads from the programmes on TV because the ads were so much the better of the two. It’s not so easy nowadays, as boundaries become increasingly blurred. It’s possible […]
FLAWED STRATEGY
Spreading Democracy Roisin Keown on how George Bush's grand plan to export democracy failed the four Ps George W Bush, recent heir to the family business, had a grand expansion plan. As the 43rd US president, he would export democracy to a new territory. Iraq. His brand of democracy would have a new name, to […]
ONLINE REVAMP
New year, new face, new body As well as some updates to your hard copy of Marketing this month, we have given our online presence a facelift, as Aisling McMahon explains content management is crucial For many years Strata3 has been publishing the highlights of each issue of the Marketing at www.marketing.ie. Each month we […]
West’s Awake
Brendan Buckley intends to put Galway agency Impact Media on the national marketing map
Future Path
Global warming? That’ll do nicely, says adland. Breandan O Broin forecasts what may lie ahead and fires bouquets at Carlsberg and Chef brands for the use of Irish in their ads Our first ST column of the new year (What, another one? Already?) opens with the finest piece of cataclysmic copywriting we’ve seen since St […]
Story Telling
Shift Happens James Dunne on why changes on the digital front are nudging people to click ahead Digital? Everyone, from clients to agencies are scrambling to get a grip on how it will impact on their brands and businesses. As hype goes, nothing excites scares, motivates and just plain confuses marketers and agencies more than […]
INTANGIBLE TEENS
Intangible Teens Kathy O’Meara looks at the teen market, a valued group of consumers so hard to influence they make the Scarlet Pimpernel appear more ubiquitous than David Beckham Intangible, impervious, intransigent – positively incorporeal, getting a marketing message to today’s elusive 15-24 age group requires a skill set of Leviathan complexity. Some marketers are […]
Tyranny of choice
Kathy O’Meara on why our crowded mediascape is making things tough for the best of sellers
