Coca-Cola is Ireland’s biggest-selling brand for the 20th year in a row, topping the 100 Irish grocery brands league produced by Checkout magazine in partnership with NIQ Ireland. The soft drinks giant was not the only grocery brand to hold on to its top ten ranking from last year, with Lucozade, Tayto, Cadbury’s Dairy Milk […]
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Core revises adspend forecast to €1.57bn
After a stronger than expected first six months, Core has upwardly revised its advertising expenditure forecast for 2024 to 6.94 per cent. The company had originally estimated the market would grow by around 4.1 per cent to €1.47 billion. The prediction now is that adspend may reach €1.57bn – a jump of 6.9 per cent. […]
Report points to what makes brands distinctive
A new study by the Distinctive BAT research agency highlights the key factors that drive distinctiveness in brands. Since the release of Byron Sharp’s How Brands Grow and the sequel Building Distinctive Brand Assets by Jenni Romaniuk, distinctiveness has become a central focus for marketers in their thinking, planning and action. Distinctiveness helps brands to be […]
TBWA report highlights gaming potential
TBWA Ireland has unveiled a report on gaming in Ireland. The study points to the rapid evolution of the sector nationally. Based on research by Bounce Insights, the survey provides data for businesses. With over half of Irish adults actively participating in gaming, the report outlines the various opportunities for brand owners to engage with […]
Dentsu detects mixed consumer emotions
In the latest Dentsu Pulse report, 1,000 Irish adults were interviewed about how they felt amid continued economic uncertainty. When people were asked to pick the top three emotions they have been experiencing lately, a mixed, uncertain picture emerges. Although happy is the top chosen emotion, most respondents chose a combination of positive and negative […]
Men dominate financial ads, report shows
Research by Mannheim Business School in Germany says males feature as the central figure in 84 per cent of financial campaigns which could impact women’s financial confidence and management. A team analysed print financial ads from 1949 to 2023, studying the various depictions of women. Male and female participants in the study categorised people in […]
IAPI study points to CFO-CMO ties getting closer
There is much greater alignment between chief financial officers (CFOs) and chief marketing officers (CMOS) than is assumed by the industry, a new study by Amárach on behalf of IAPI (Institute of Advertising Practitioners in Ireland) has revealed. The survey with 205 CMOs and 219 CFOs was undertaken to get an understanding on the critical […]
Ireland ranked fifth for culture – WPP
A survey by GroupM and Ogilvy parent WPP reveals that Ireland’s cultural influence has increased by as much as 34 per cent since 2018, with the country now ranked as the fifth most culturally relevant country in the world, behind Italy, Spain, Greece, and Portugal. The WPP BAV Best Countries Study measures global perceptions of […]
Cadbury’s Dairy Milk liked by Irish consumers
Mondelez International’s flagship confectionery brand, Cadbury’s Dairy Milk, retains the title of Ireland’s most emotionally connected brand in a poll conducted by Red C Research. A survey of 2,024 Irish adults and 177 fast moving consumer goods (FMCG) brands showed the chocolate treat resonates best with Irish consumers for a third year in a row. […]
Dentsu says shopping deals remain a priority
Consumer price concerns have plateaued although the importance of deals and shopping around remains high, Dentsu reports. Looking across the supermarkets, people most often claim to do their supermarket shop in Tesco, Dunnes Stores or Lidl. However, due to the relative price of products, it is evident from Kantar’s data that Dunnes, Tesco and SuperValu […]
McShane to steer new JNOR study
The Joint National Outdoor Research, aka JNOR, has appointed Ian McShane to a role as non-executive chair. He will oversee the design and delivery of a new out of home (OOH) research project. The study is being conducted by Ipsos B&A, two agencies in which McShane held senior roles for many years. JNOR is funded […]
Radio ads boosts brand awareness
A study by Radiocentre Ireland shows that audio advertising creates future demand for advertisers by generating a 26 per cent uplift in ad awareness, which allows consumers to become more familiar with a brand. The meta-analysis by Colourtext shows radio ads improve brand likeability by a factor of almost nine and boosts brand trust by […]
Salesforce says better tech top priority
Improving technology use is Irish marketers’ foremost priority, a Salesforce report titled ‘State of Marketing’ indicates. Deeper relationships emerge with account-based marketing (ABM) and loyalty programmes. Companies are increasingly turning to strategies like ABM and loyalty programmes for improved acquisition and retention. Yet many of these programmes’ information sources remain disjointed, as does the customer […]
