Editions Archives: 2021

David Field, CEO, MII

Marketing Institute ups its game

Marketing Institute Ireland has a whole new strategy as the MII’s recently-appointed chief executive David Field explains in an interview with Michael Cullen Core boss Alan Cox could hardly have imagined the degree of interest the paper he delivered to delegates attending the Marketing Institute CMO conference in the Google Foundry a couple of years […]

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John Fanning in Gleesons

Embracing raciness, being contradictory

John Fanning recommends two new books: Paul Feldwick’s Why Does the Pedlar Sing? and Rory Sutherland’s Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business and Life   Paul Feldwick joined the iconic London agency BMP in the mid-1970’s as an account planner and worked there for over 30 years where he […]

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Pepsi was slated for trying to jump on the Black Lives Matter bandwagon with an ad starring Kendall Jenner (002)

Aoife Murphy on using purpose properly

Aoife Murphy offers marketers three purpose-positive choices to help give give their brand an edge over competitors Brand purpose is the Marmite of the marketing world. We love to hate brands who get it wrong. But as consumers develop and the value-driven Generation Z starts to build more and more wealth, is it time to […]

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Rodri in action for Manchester City

Heading for a new ball game

Covid-19 has brought a great deal of financial upset to football. Is the beautiful game under pressure? Michael Cullen writes The Covid-19 pandemic has sparked a reality check on football’s future funding. Europe’s 20 richest clubs have missed out on around €5 billion over the past two seasons, the Deloitte Football Money League survey estimates. […]

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Mimi Nicklin author of The Softening Edge

Why empathy offers big dividends

John Fanning reviews Mimi Nicklin’s new book, The Softening Edge, which shows how emotional intelligence can energise employee relations Mimi Nicklin is a marketing specialist and business coach who has held senior strategic and creative positions in such cosmopolitan cities as London, Hong Kong, Singapore, Cape Town and Dubai, where she is now based. Her […]

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Eoghan Nolan, co-founder, Brand Artillery

Eoghan Nolan’s magical talent

Eoghan Nolan (1957-2021) – An Appreciation by Conor Ferguson “That’s all we have, finally, the words, and they had better be the right ones” – Raymond Carver It was several weeks ago that we heard the news. Eoghan had been in ICU in St Vincent’s Hospital for a few months. It was a relief to know […]

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Siobhan Lavery & Roisin Ni Raighne, Dynamo

Dynamo goes into a higher branding gear

Management at Dynamo took a long hard look at their business model and once the review was complete they came up with a new plan, as Michael Cullen reports To use an old cliché, every crisis is an opportunity. It would certainly seem that way for Dynamo, the branding agency that recently invested in reshaping […]

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Jason Bateman in Ozark on Netflix

Much revered Netflix far from flawless

Chris Cashen writes that while he is a fan of Netflix it may be time to stop apportioning superstar status to the streaming giant Even those living underneath a rock or anyone who broke lockdown by heading to a faraway planet to escape the pandemic would know that The Queen’s Gambit was a phenomenal success […]

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Three Ireland Euros #makehistory4

Staying in tune key to hit ads

Paul Mallon says Irish brands should jump on the music bandwagon by hiring local talent and give their TV and radio ads more oomph We fall out over signing up international footballers like Jack Grealish and Declan Rice, we cannot agree on the essential elements of a fry-up and get really narked when they claim […]

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Debbie Byrne is in charge of the An Post Retail rebrand

An Post strives to box clever

Letters had been written off and with more rivals in parcels, An Post had to reinvent itself. Debbie Byrne explains the reboot. Talk to say a dozen or so seasoned marketers about which major Irish brands have got their act together in recent years by proving profitable and capable of generating the right vibes among […]

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Snap! Crackle! Pop! for Kellogg's Rice Krispies

Be distinct rather than different  

Aoife Murphy suggest a new year resolution for Irish marketers – try and make sure your brand stands out as unmistakeable A new year does not have to mean a radical new strategy. 2021 provides Irish marketers with a chance to make their brand distinct in the hearts and minds of consumers. Looking at a […]

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Fiona Field, deputy MD, Mediaworks

2021 – Time to reflect and reset brands

Fiona Field says brands should focus firmly on being one thing and avoid trying to provide consumers with a host of offers As we happily say goodbye to 2020 and usher in 2021 for many of us it is a chance to assess and reset. After all, we are in the business of behaviour change […]

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