Media's new manifesto Much has been made about how media is the new creative, the real force behind effective advertising. Michael Cullen asked some of Carat’s lead team to explain AGENCIES MUST EMBRACE CHANGE: CIARAN CUNNINGHAM “Agencies are at a crossroads where media agencies can move to the top of the client advisor food chain. […]
Editions Archives: August 2007
Quay Plans
Place settings Loretta Lambkin explains the strategy behind the task of making the Docklands a lively spot. Marketing a place comes with all the same challenges as product marketing and the usual principles can be applied including brand essence, insight development and so on. What makes it more difficult in the Docklands particularly is that […]
Suprise Attacks
Taking consumers by surprise Jane McDaid explains the merits of using guerrilla marketing to create a buzz for brands For guardians of youth brands, the aim is to devise ideas that get talked about and create a buzz. To communicate brand messages in an interesting, unconventional and surprising way is the big ask. To do […]
Logan’s Run
What makes a PR winner? Ita Gibney explains the strategy behind the award-winning campaign for the launch of McDonald’s Eurosaver ad campaign. Gibney Communications was recently awarded the Public Relations Consultants Association (PRCA) best integrated campaign for 2007. The award was for the launch of McDonald’s Eurosaver Menu ad campaign featuring Ireland’s three-time Eurovision winner […]
