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 […]
Articles Archive
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 […]
As Britannia bids adieu to EU
Breandán O Broin looks at the farce that is Brexit and wonders what impact will done deal or no deal have on Irish marketing Brexit is “the undefined being negotiated by the unprepared in order to get the unspecified for the uninformed”’. There is a lot of similarity between the Donald Trump’s ‘Make America Great […]
Dru: TBWA’s advocate of disruption
John Fanning on how TBWA chairman Jean-Marie Dru articulated new thinking in advertising by espousing ads which cause a stir The word ‘disruption’, like much today, has been appropriated by our new Silicon Valley colonial masters. But not so long ago, it meant something. In 1992, French ad man, Jean-Marie Dru, placed a page ad for […]
Jobs market heads in right direction
Sandra Lawler reports on current salary and benefits trends as we start a new business year in a climate of some unease The start of another new year. In the recruitment business, it is often the busiest time. One question always asked of recruiters in January is how does my own or my team’s salary […]
Ads can tell a lot about a country
John Fanning on why ads can help relate the story of a nation’s psyche The centre is collapsing all over the world, from Trump and Brexit to fascists in the European Parliament. Increasingly, anti-democratic politicians and even more extreme demagogues and autocrats are appearing ‘like frogs after rain’ in countries from Hungary to Brazil and […]
Roberts says education must be addressed
Steven Roberts on why the industry needs a plan to tackle continuing professional development It is an interesting time for marketing. In recent days, we have seen calls for the sector to professionalise and enhance its commitment to continued education. Indeed, a robust exchange between Core boss Alan Cox and UCD […]
Fiona Dawson named Ultimate Marketer
Fiona Dawson, global president of Mars food, drinks and multisales and a member of the Mars worldwide leadership team, is Ireland’s Ultimate Marketer. With its HQ in Virginia, near Washington DC, the family-owned business produces some of the world’s best-known confectionery, grocery and pet food brands. Mars has over $35 billion in annual sales. Dawson […]
