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: November 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 […]
