As it celebrates its 20th year in the Irish market, GroupM’s Mindshare Ireland has decided to take a different approach to their annual outlook for 2019. ‘Future Now’ is a short handbook that goes against the grain for trend watching. Mindshare first surveyed their internal teams and collated the issues which preoccupy clients at the start of a new business year.
Ken Nolan (above), chief operating officer, Mindshare, said growth and practicality are in while fleeting innovation is out. Among the topics addressed are how big companies can ward off the threat of digital ‘insurgents’, quantifying the real value of influencers, TV and its effectiveness and how brands can squeeze more from their video budgets.
Also included is a piece from the ‘Day In The Life Of’ study from Mindshare’s research team, looking at what the average Irish person does throughout the day. Nolan says clients look to agencies as business partners, not futurologists. “We’re not creating a ‘trends’ manual, we’re creating a handy book of advice without the buzzword bingo,” Nolan added.
Mindshare Ireland managing partner Dave Bruen said while it is essential to stay abreast of innovations in media and marketing and leverage those opportunities when appropriate to meet client challenges, there is also a need to be pragmatic. “The handbook will be of real value and stay on marketer’s desks all year round,” Bruen added.
Mindshare clients include Fáilte Ireland, Enterprise Ireland, Bord Gáis Energy, Brennans Bread, Woodie’s, 123.ie, Unilever, Nestle and Ford. A full version of ‘Future Now’ can be downloaded at https://www.mindshareworld.com/ireland/about/future-now-2019-main-page
