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Featured Member: Ruth McEntee, Head of Sales, Large Customers, Ireland at Google

Posted By The Marketing Institute, 22 April 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues. 



Ruth has been working at Google for over 10 years. In her current role as Head of Sales for Ireland, she leads a team of digital consultants to top Irish companies in the Travel, Retail and CPG space.


Previously, Ruth worked in Google London in both the YouTube and Google Search teams, developing Search & Video strategies for traditional UK retailers and online only brands. Ruth is currently a chair of the IAB video council.




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The Marketing Institute of Ireland Award for Excellence - 2016 Presentation

Posted By The Marketing Institute, 21 April 2016

The Department of Marketing, Entrepreneurship & Strategy at the University of Ulster at Jordanstown (UUJ) recognises the hard work and academic achievement of students through the university's own annual Marketing Excellence Awards. The Marketing Institute of Ireland Award for Excellence formed part of UUJ's 2016 awards programme, and it went to the best overall final year student on the BSc (Hons.) Marketing degree.

The recipient for 2016 was Ryan Bell, pictured here receiving the award from Michele Filippi, on behalf of the Marketing Institute of Ireland. Also pictured is Dr Mary Boyd, lecturer in Business Strategy at UUJ.



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Why You Should Trade Mark Your Blog / Vlog Name

Posted By FR Kelly, 19 April 2016

The concept of blogging as a business is a recently new phenomenon. Similarly, the concept of video blogging (vlogging) has emerged from the realm of social media to become one of the newest ways to make a living. Once considered recreational, the business of blogging and vlogging is becoming more and more mainstream. From internationally recognised lifestyle blogs operated by Hollywood actresses to the Youtube make-up tutor, blogging and vlogging has become a staple of the social media generation.

The internet is inundated with blogs and vlogs with a myriad of different names ranging from personal names to the weird and wonderful coined phrases and while the majority of those blogs and vlogs remain for personal or recreational use, some have developed into profitable businesses. For example, since starting her own Youtube channel in 2009, Zoe Snugg, aka Zoella, has turned her personal video blogs into a lucrative and famous brand, gaining over 10 million subscribers, winning international vlogging awards and recently branching out into the world of publishing. See here.

However, although blogging and vlogging as a business is relatively new, the existing principles of intellectual property still apply and should not be ignored. The definition of a trade mark is “any sign which is capable of being represented graphically” and their purpose is to distinguish goods and services of one undertaking from those of another. Blog and vlog names therefore clearly fall within the definition of a trade mark and consequently should be protected as such.

There is a common misconception that registration of a company or business name or that ownership of a domain name will automatically grant exclusive rights in that name. However, this is not the case. The only way to secure exclusive rights in a particular Trade Mark is by registering the name as a Trade Mark in each country of interest. By registering the blog or vlog name, third parties are prevented from using or seeking to register an identical or confusingly similar mark for similar goods and services. Take the example referred to above, the name ZOELLA is a registered Trade Mark in the UK and the European Union and is registered not only in respect of blogging and vlogging but also in relation to a wide range of goods and services including cosmetics, retail services and beauty services. Consequently, third parties are prohibited from using this Mark, or something confusingly similar, for such goods and services. In the absence of a valid Registration, it will be necessary to rely on the tort of passing-off, which is a more complex and costly form of redress against a third party who starts using an identical or confusingly similar Trade Mark.

Therefore, whether your blog or vlog is in its infancy or at its peak, protecting the name as a Trade Mark should be given due consideration.

This article was originally posted on


FRKelly is a leading specialist in intellectual property law. Working with world-class institutions, corporate clients, academic and research institutes and high net worth individuals, we offer a range of patent, trade mark, design and copyright services; always with a professional and client-focused approach.

While our reputation for knowledge and integrity has evolved over 80 years, we also believe in being accessible and personable, delivering exceptional levels of service. Our pursuit of continual improvement in our service to clients and associates is reflected in our maintenance of ISO quality assurance accreditation (ISO 9001:2008). FRKelly is a partner-led firm and we love nothing more than to develop long term relationships with our clients by attaining a rigorous understanding of their business needs.

Our heritage and experience is balanced by a progressive, enterprising outlook. As globally recognised patent and trade mark attorneys, we represent the European intellectual property interests of a number of “Top 50″ US corporations and the worldwide intellectual property interests of many large Irish multi-national companies.


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Featured New Member: Shane Lynch, Centra Retail Marketing Manager, Musgrave Retail Partners Ireland

Posted By The Marketing Institute, 14 April 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues. 



Shane Lynch recently took up the role of Retail Marketing Manager for Centra, after holding a number of positions over his 11 year career with Musgrave. Having joined Musgrave on the graduate programme in 2005, Shane has since held positions of Assistant Brand Manager, Brand Manager and Senior Brand manager across the SuperValu and Centra brands.

During Shane’s time with Musgrave, he has seen seismic changes in the Irish food retail industry as well as experiencing great challenges across both Centra and SuperValu brands – challenges Shane has learned so much from in such a relatively short period of time. The crowning achievement to date for Shane, was winning the Marketing Team of the Year award at the AIM Awards 2015 - a vindication of all the hard work and effort the team in Musgrave has put in over the past number of years.

During Shane’s years with Musgrave, he has been part of delivering  award winning communications campaigns, highlights include the launch of the Own Brand, ranges across both brands. 

As Ireland started to turn a corner in 2015, the company saw that the shopper was looking for higher quality and healthier foods, while value for money remained a constant shopper expectation. The company has stayed close to shoppers and that has allowed them to launch major brand activities in 2015 - SuperValu Good Food Karma and Centra Live well. From a communications perspective, the brand has also seen an incredible pace of change with the growth of social and digital media, the trend of personalisation through CRM, the advances in shopper marketing and the need to excite and engage better at point of purchase. 

Centra is Ireland’s leading convenience food retailer with 465 stores nationwide and annual sales of €1.54 billion. All Centra stores are owed and managed by local food entrepreneurs who are passionate about the community they serve.

Shane holds a Bachelor’s Degree from CIT and a Master’s Degree in Food Marketing from UCC.



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Vizeum Case Study: IKEA There’s No Bed Like Home

Posted By Vizeum, 12 April 2016


We needed to shift consumer attitudes about IKEA and bedrooms – IKEA wasn’t number 1 choice for bedrooms. We wanted to reconnect with lapsed consumers. We needed to see a positive shift in 3 brand metrics: Desire, Quality, & Variety.


IKEA already had a reputation for being storage experts. We needed to address the perception that they weren’t whole BEDROOMS experts. We set out to position IKEA as the bedrooms experts by showing how we can help you craft the perfect bedroom for you. A bedroom is not a one size fits all model so every mattress, pillow, lamp, and blind needs to be picked out specifically for you, and IKEA can help. The IKEA brand ethos is about championing the ‘The Wonderful Everyday’ so we set out to make the bedroom and sleep portion of this even better.


Going into IKEA’s Fiscal Year 15 (Sept ‘14 – Aug ‘15) we had aggressive growth targets. From sales growth and increased footfall, to driving quality related brand metrics, we had our work cut out. Up until recent years, we’ve been able to live off the ‘honeymoon period’ – the excitement that lingered from IKEA finally arriving in Ireland and more and more people opting to shop there over more established brands (more established in Ireland anyway). The question now was where could we drive this growth from?


Our research showed us an insight that people feel more tired earlier on in the week and at different times in the day.  With that insight in mind, we developed a targeted comms strategy that would not only position IKEA as the bedrooms experts, but also demonstrate practical solutions to help you improve your bedroom and sleep better. To achieve all this, we established a strategy that would follow two tiers: “INSPIRE CHANGE” and “ENABLE."


We kicked off with a major AV campaign running across TV, VOD and YouTube. On TV, we bought spots around habitual environments for our audience, focusing heavily on evening time. For Inspire, we ran a targeted radio campaign over 7 weeks focused to evening drivetimes.

The key media of our ENABLE strand was Outdoor. We designed our site list to tightly target areas most likely to be seen by commuters.  We used a variety of large and small scale formats to gain mass awareness with a wide selection of formats targeted primarily to major commuter locations.

Not only did we pick our display based on key websites for our audience, we specifically looked at the type of sites people check first thing in the morning.
Sites like Daily Mail featured massively on the plan with large impact formats to drive maximum cut through. All of these high impact formats were interactive so you could swipe or scroll through all the tips.

We ran 100% mobile in the mornings to ensure we reached those commuters heading into work. Then in the evenings, we also implemented retargeting tactics to reach those tired consumers again, but this time with different tips.


Over the course of our campaign we increased store visitation by a massive +21%. This led to a huge increase in our sales +37% (Mattresses), +27% (Bedrooms), and even benefitted the store in sales in other departments. The overall sales increase was +21%.And, the campaign delivered a stunning €12 Return on Investment.

This post was originally published on


Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.


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