Paul Dervan, chief marketing officer for the National Lottery, has been named this year’s Marketer of the Year™ (MotY) for his work in creating a new strategy with a strong focus on long-term branding and a move away from promotions and the pursuit of short-term gains. The industry competition is organised by Marketing.ie and sponsored […]
Editions Archives: 2022
Kumar’s new book a must read
John Fanning on why Prashant Kumar’s Made in Future is such an important read for Irish marketers It is now an obvious truism to say that the digital revolution of the last 20 years has completely overturned many if not all of the principles, practices and precepts of the marketing world, a world that has […]
Does your brand live up to its promise?
Fiona Field examines the experience versus expectation gap and how premium brands can navigate choppy waters Just recently I had a conversation with a friend on the expectations of a hotel stay living up to the experience. The person in question would turn up to her annual summer holiday with her family in […]
Accenture gets creative with tech
Accenture Song’s Droga5 set out to bridge Ireland’s digital gap by using AI to create a CV chatbox, as Etain Seymour tells Michael Cullen Let there be change. That’s a catchcry not of a political party heading out on the hustings but rather of Accenture, the Irish-American global executive services group which has its HQ […]
Wood urges advertisers to think differently
John Fanning on Look Out, Orlando Wood’s new book which claims to be the advertising guide for a world turning inwards Reviewing Orlando Wood’s Lemon for www.marketing.ie in April 2020, I recommended that everyone should familiarise themselves with the book’s thesis. Wood has now published a sequel piece of work, Look Out, (IPA 2022) and […]
Ensuring Lottery ads make a splash
Stephen Cleary reports on studies into National Lottery digital ads and why marketers should be aware of poor attention levels Getting consumers’ attention to prompt purchase is crucial. When someone dreams of a life-changing win, or they pop into a local shop to get some lunch, to what extent does the National Lottery brand […]
Huskies poised to act in a new way
To position itself for the future, the pack at In the Company of Huskies believes today’s creative agency needs to pull not push It would be fair to say that in recent years, In the Company of Huskies emerged as one of Ireland’s most compelling creative agencies. In 2021 alone they were listed in The […]
Fanning on why displacers rock status quo
John Fanning gives his take on Distinguishers, a book homing in on the visionary risk-takers not afraid to roll out new brands Books about the digital age tend to fall into two categories; the begrudgers and the proselytisers. The former tends to concentrate on the deleterious effects on individuals, the latter on the positive […]
Movie fare set for big screen
Aaron Poole looks ahead to what Hollywood highlights are lined up This year has allowed cinemas to reopen without capacity restrictions. As 2021 closed, No Time To Die became the number one Bond movie of all time at the box office on the island of Ireland. Such an achievement during social distancing and limited attendances […]
Boys+Girls out to entertain
Michael Cullen asked Boys+Girls’ partners to explain what makes their style of advertising effective and where they go from here The neon sign on the ceiling above the agency’s boardroom table illuminates clients as to what Boys+Girls espouses. While the branded table cannot quite match for size the bol’shoy stol (big table) used to host […]
Why lauding rivals can pay dividends
Chris Cashen questions the age-old credo of never giving your competitors an inch by pointing to viable acts of commandment Canadian actor and film producer Ryan Reynolds heaped praise on social media rock stars by tweeting how they live each day in a “digital shit-storm” to get the job done. Social media experts in agencies […]
Compelling ways to ride change
Eimear Fitzmaurice extrapolates three themes from a study by Wunderman Thompson on 100 emerging trends post-pandemic The last two years, much like other crisis points in history, exposed cracks in Irish society that forced us into a state of re-evaluation. A history teacher will point to this period and explain that it was around this […]
How best to achieve job satisfaction
Bernie Keogh starts a New Year column by looking at what US psychologist Carl Rogers can teach Irish marketers about finding a fulfilling career New Year is typically a time of reflection and goal setting. Add to that living through an on-going pandemic and many of us are left wondering if we are really living […]
