Ken Nolan on how changes in media have defined Mindshare over two decades and how the GroupM agency shaped a new business model When Mindshare Ireland first opened its doors in July 1999, the ambition was to bring scale and global leverage to help win local Irish business. While we certainly achieved this, it has […]
Articles Archive
Finding out where wisdom prevails
Breandan O Broin on whether wisdom stems from creativity. The best place to start is with wise thoughts on creativity Wisdom, you may be surprised to learn, comes courtesy of a seeker of truth named Andrew Zuckerman who has curated the thoughts of the great and the good into a large coffee-table size volume and […]
Summer’s novel ideas
John Fanning recommends three novels, all by British writers, which should enhance people’s days and nights this summer In a characteristically magnanimous gesture of support for our troubled island nation neighbour, Marketing.ie is recommending three recent novels by contemporary English writers for your reading this summer. All three will enhance your understanding of our doomy […]
Tests show how consumers choose brands
To what extent are consumers emotionally connected to brands? Richard Colwell explains how the Red C Research Brand Reaction Index can work for Irish marketers We would all recognise that we do not always make long and hard decisions for every choice we make. Instead, more often than not, we make choices based on our […]
Sorrell right about adland’s future
Shane O’Leary on why what Sir Martin Sorrell had to say recently shows there is no substitute for advertising brilliance Sir Martin Sorrell recently said something predictably provocative. Since leaving WPP, Sorrell is creating his next act, a nimbler holding company relying on “first-party data to drive digital content through programmatic media”. Sorrell said big […]
Young marketers roar at Cannes Lions
Shane Doyle on why the young marketers Cannes Lions category acts as a reminder of the level of emerging talent in our business Having sat on the adjudication panel for the young marketer category of IAPI’s Cannes Young Lions competition for three years in a row, it has become clear to me that the judges […]
Adland must seriously embrace equality
Maxine Brady shares her take on stereotyping in ads The feminist movement has done much to change how women are depicted in ads. Feminism is defined as political movements, ideologies and social movements sharing a goal: to define, establish and achieve political, economic, personal and social sex equality. It includes establishing educational and professional opportunities […]
Understandings on what drives consumers
John Fanning gives his verdict on Richard Shotton’s The Choice Factory Since Daniel Kahneman won the Nobel Prize for Economics in 2002, behavioural economics has enjoyed a certain vogue in marketing communications. It enjoys a cult following among those who say it can unlock insights of significance and even some government departments used its findings […]
Fast food brands pick fights with rivals
Shane O’Leary on why taking on rivals can pay handsome dividends – fast food restaurants being a prime example A great enemy is the cornerstone of a good story. Think of your favourite movie or book. Chances are there is a stereotypical hero matched by a ‘baddie’. People love stories with friction. Writer Robert Greene […]
No limit to Sky’s AdSmart idea
Sky Media’s €250,000 ad production pot to support Irish advertisers using AdSmart has no time frame. Michael Cullen reports At the end of last year, Sky Media launched a €250,000 ad production fund in an effort to urge Irish advertisers get their brand on TV through its AdSmart technology. With AdSmart, different ads can be […]
Shaming without naming in ads a risk
Breandan O Broin questions the RSA’s rationale for a TV ad where a learner driver is shamed. Shaming without naming is not without its risks The commercial cost over €325,000 to make and another lot of cash to buy airtime. It created a lot of controversy. Was this done on purpose or was it the law […]
Red C’s shortcuts to brand choice
Richard Colwell on tests to ensure brands are more easily recognised by consumers It is surprising how often we test ads for brands that simply do not make it that easy for consumers to know which brand it is being advertised. The ads bear little resemblance to the brand that consumers know and unfortunately it […]
Wolfgang’s search for online traffic
Wolfgang Digital’s Alan Coleman tells Michael Cullen (left) why he takes pleasure in running an agency that’s all about business results Ten years ago Wolfgang Digital founder and CEO Alan Coleman was chasing the agency’s first and only client, an overseas property investment company, for payment. He needed the money to pay a phone bill and […]
