Rob Pearson says sponsorships must be shaped around business objectives, otherwise brands are playing in the little leagues Ireland has a deep connection and love of sport. TAM/Nielsen data revealed that nine of the top 10, and 31 of the top 50, most watched programmes in Ireland last year were sporting events. Four Guinness Six […]
Editions Archives: February 2023
Three trends for 2023 worth noting
Margaret Gilsenan selects three emerging trends which she believes Irish marketers ought to consider It’s that time of year again. The time when countless groups, individuals and organisations have a go at predicting trends. In those that I have examined so far, three themes emerge that I thought worth mentioning or exploring further: namely […]
Challenges for a conscious consumer
Fiona Field on why shoppers face hard choices in getting the balance between convenience and responsible purchasing Gen Z and Millennials are said to be the driving force in efforts to ensure brands change their practices to become more ethical, responsible and sustainable. But is this generation really committed to the cause? Will the so-called […]
