MCCP The Planning Agency founder and managing director Kay McCarthy will speak about rethinking brand strategy for growth at the Advertisers Association of Ireland (AAI) Tuesdays Nuts & Bolts of Advertising April breakfast. McCarthy, whose background is in research, planning and brand management, will discuss how brand thinking can progress to meet post recessionary needs and ensure brands are not left behind.
McCarthy worked with Diageo on Guinness and was executive planning director and deputy managing director at McCann Dublin. She worked on planning for McCann’s international clients in London. She set up MCCP five years ago to bring independent strategy and insight planning to brands. MCCP clients include An Post, Heineken, Tourism Ireland, Kerry Foods, RaboDirect, Brown Thomas, Life Style Sports, Meteor and Kepak.
The AAI Nuts & Bolts breakfast challenges advertisers to rethink classic strategies. It urges a shift in thinking from product to solution and from price to value. It proposes considering the right brand architecture is in place, the right segmentation strategies to deliver this and questions whether enough value is being extracted from higher value customers. The April breakfast is in Core Media’s offices from 8.15-10am on April 16.