Marketing Innovation & Creativity Award

Marketing innovation and creativity comprise the spark which can ignite business growth and this is a key marketing responsibility. This award is aimed at organisations that have leveraged advances in science, technology or engineering to gain competitive advantage and drive business results. The judges want to hear about how an idea was conceived, developed and commercialised, and how the culture of innovation and creativity was created and sustained. Entries could include the development of a new marketing strategy or activity, the launch of a ground breaking new proposition, or an application of an innovative new technology, generating business success.

Marie Keating Foundation Liz Yeats


As part of their campaign for Lung Cancer Awareness Month 2023 and to bring down the high lung cancer death rate through better awareness of symptoms, the Marie Keating Foundation created the First Poster To Catch Lung Cancer. Using bespoke technology the team behind the activation – The Brill Building with PML – created an OOH innovation – an audioactivated poster that only reveals itself to those who cough. The innovative approach encourages those with a long-standing cough to get it checked, and to raise awareness in the most targeted way possible.

Dunnes Stores Sinead Cosgrove


A challenging economic picture was protracted from the perception amongst shoppers, especially younger & discounter shoppers, that Dunnes Stores is out of their price range for the ‘everyday shop’. While shoppers love Dunnes Stores for special occasions, the discounters were aggressively shouting value. Dunnes Stores brought their innovative value proposition and challenged price misconceptions to persuade more people to shop in Dunnes Stores more often. The creation of the new Double Savers ‘Shrink Your Bill’ fully integrated campaign brought real value to life and provided Irish consumers with a new way to save on their grocery shop by saving twice every shop.

Whoop Brian Curtin


WHOOP is a wearable fitness and health coach that provides personalised, actionable insights via a wrist wearable and companion app. Created in Boston in 2012 the brand’s marketing had traditionally skewed towards the US, and because of this, WHOOP wasn’t resonating with global consumers. WHOOP International was set up in Dublin in 2021, tasked with expanding the brand internationally. In 2022 the team executed a unique campaign around the Giro d’Italia cycling tour, and results exceeded expectations. Not only did WHOOP unlock international markets, but from a team perspective it was successful, as Global Marketing is now led from Ireland.

Cornmarket Orla Casey


Identifying the need to enhance our Salary Protection offering and address the high proportion of claims related to cancer we teamed up with Breast Cancer Ireland and the INTO to deliver a tailored Breast Health Awareness & Education Programme that would make a difference to the lives of teachers throughout Ireland. With our inspirational Breast Cancer Ireland coordinators on board (some of whom are Breast Cancer Survivors) and our pink branded cars travelling the length and breadth of the country delivering presentations, we are raising awareness on the signs and symptoms of breast cancer and helping in the fight against cancer.

Sky Ireland Melissa Byrne


Sky, Irelands leading entertainment brand, were facing multiple challenges in a declining Pay TV market, with increased competition from streaming services. As the best aggregator of content & technology in the market, the introduction of Sky Glass, the New TV from Sky, was the next evolution of TV, and ensured Sky would future proof their TV business. An innovative product deserves the most innovative marketing strategy to launch it. This entry showcases how we pushed the boundaries for Sky’s biggest ever launch, which resulted in outstanding business results, making Sky Glass the top selling TV in the market.