Renew Membership | Contact Us | Print Page | Sign In | Register
Marketing News
Blog Home All Blogs
Welcome to our Industry News and Member Insights hub - Are you a marketer or marketing blogger with insights or expertise that would benefit our Members? Would you like to write content for our blog? Contact Gaelle at


Search all posts for:   


Top tags: sponsorship  social media  2017  talent  trends  #miimb  #WeLoveTV  Agnes Healy  B2B  big data  BMW Ireland  channels  Chinese New Year  Christmas  consumer market monitor  consumer trust  csr  Day in the Life  DoneDeal  Dorothy MacCann  food industry  Food Innovation  Ford Ireland  Honda Ireland  hr  Inner City Helping Homeless  Jaguar Ireland  jargon buster  Johnson & Perrott  Kia Ireland 

Who Won The Summer of Sponsorship 2018

Posted By The Marketing Institute & ONSIDE, Wednesday 5 September 2018

who won the summer of sponsorship

Interested in learning about what consumers, thought leaders, and your industry peers think were the highs and lows of this past summer of sponsorship? Then join us for another insightful marketing breakfast in partnership with ONSIDE as we examine the changing landscape of Irish sponsorship in 2018. Key areas for discussion will include SPORTING MOMENTS 2018, GAME CHANGERS, SPORT STAR and 2019 - LOOKING AHEAD. Our expert panel will feature key sponsorship influencers from Ireland’s biggest brands and rights holders.

Be a part of the discussion! Tell us who you think ‘Won the Summer of Sponsorship’ by taking this short survey. Survey results will be shared and discussed during the event, and all participants who take the survey will receive a free Key Findings Snapshot Report of this research!

Participants in this survey will be entered into a draw for two tickets to the IRELAND V Argentina game as part of the Guinness Autumn series, at the Aviva Stadium on Saturday 10th November.

For more information or to register for this event, check out our event page.


take survey

This post has not been tagged.

Share |
PermalinkComments (0)

A Day in the Life of... Kay McCarthy, Founder and MD at MCCP

Posted By The Marketing Institute, Tuesday 4 September 2018

Kay McCarthy MCCP

What does the founder and MD at MCCP do?

As founder and MD of MCCP, I have a multitude of roles within the company. My job is to lead and enable people, both on my team and our clients, to achieve great things for themselves and the business they work for. This can range from creating a new brand purpose for e.g. Rehab Group, to creating new cider brand propositions such as Appleman’s and Orchard Thieves, or to help shaping a high-performance culture for a large multinational.  Each project and relationship brings its own challenges and opportunities, meaning that I must be able to flex and adapt to shape what is right for our client. The ever-changing dynamics are what keep me motivated.


What were your key career moves to get your current role?

Prior to founding MCCP, I worked at Guinness Ireland now Diageo where I worked as strategic insight manager as well as holding senior brand manager role on the iconic Guinness brand. I then joined agency side at the award winning McCann Erickson Dublin based agency at Strategy Director where I was headhunted to Strategic Planning Director EMEA  and then back as Deputy MD . In these roles I had the opportunity to develop pioneering brand planning techniques across a wide portfolio of  global  brands.


What key skills do you need to be effective in your role?

Key skills which I find most valuable in my role include flexibility, being able to empathise with each of our team and our clients , where they are coming from and where they want to get to, team leadership, being able to coach, having an always-on agile mindset, getting to clarity and following my own values and purpose of doing the right thing for our team and clients. We try to leave egos as the door and seek each day to do our best work.


Describe a typical working day.

A typical day would begin early preparing for the day ahead, then meeting with the team, meeting with clients, preparing for whatever workshop is happening that week, and then return home where I cook and socialise with my husband and friends. Having a planning mindset I particularly like a good conversation and debate about what next!


What do you love most about your role?

There are many aspects of my role which I love. I enjoy the new changes and challenges I face every day, seeing my team grow, delivering great work which makes a difference to our clients work and life, and keep pushing boundaries of the industry.


To whom do you look for professional inspiration in your role?

I get inspiration from people who are real natural born leaders, who follow their own path, and live out their own purpose. I really admire and get inspiration from a wide variety of people and spheres including those past and present: Anita Roddick, Richard Branson, Jurgen Klopp, Alex Ferguson, James Dyson and Terence Conran. I am constantly inspired by many of my colleagues and clients, too many to name, especially those who are daring to follow their own values and purpose.


MCCP have recently located to new offices based on Great Stand Street, Dublin 1. Here’s a selection of photos from their office warming during the Summer.

This post has not been tagged.

Share |
PermalinkComments (0)

The Consumer Market Monitor - Q2 2018

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Friday 24 August 2018
Updated: Thursday 23 August 2018

consumer market monitor Q2 2018Brexit negatively affects new car sales in Ireland 


- Imported second hand cars doubled in two years up to 100,000 from 50,000 in 2015 

- Imports likely to overtake new car sales of 120,000 next year if trend continues 


read report


Dublin, August 24, 2018: The latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School has revealed that the number of imported second hand cars has doubled in two years up to 100,000 from 50,000 in 2015. Sales of new cars were down by 10.5% in 2017, a trend which is continuing into 2018, with sales down 4.9% in the first half of the year. 

Professor Mary Lambkin of UCD Michael Smurfit Graduate Business School said: “Two thirds of items on supermarket shelves are imported and that percentage is even higher for clothing and household goods. However, despite our reliance on a high proportion of imports for many types of goods, fears of Brexit have not materialised yet in most consumer sectors, except for car sales. Car sales are the one sector in which Brexit has had a clear and dramatic effect, driven by the significant fall in the value of sterling which has made car imports cheaper. While this is beneficial to the consumer, it is damaging Irish car dealerships,” she added.  

Consumer spending is growing at a steady pace and continues to be one of the main drivers of economic growth in Ireland, along with construction. Growth continued in both sectors in 2017 and this pattern is continuing in 2018. Consumer spending was up 3% for 2017 in current terms, while construction grew by 4.2%. Both retail and services, which make up the bulk of consumer spending, are up by an average of more than 4% annually, which is in turn driving strong vat returns which are up 5.5% this year so far.

Tom Trainor, Chief Executive of the Marketing Institute of Ireland said “The increasing number of people employed, together with increases in hours worked and, to a lesser extent, pay increases, have led to a substantial increase in disposable income and contributed to growth in consumer spending”.



General Summary

Consumer spending is growing at a steady pace and continues to be one of the main drivers of economic growth in Ireland, along with construction. Growth continued in both sectors in 2017 and this pattern is continuing in 2018. Consumer spending was up 3% for 2017 in current terms, while construction grew by an even higher 4.2%. 

Consumer spending is projected to increase by 4% this year in current terms, equal to 2.6% in real terms. This pattern is also expected to continue through 2019 with growth of 4% in current terms or 2.5% in real terms. 

The main drivers of this growth are population expansion, along with increasing employment. Employment growth has averaged 3% every year since 2012. Employment is forecast to increase by a further 2.6% this year, followed by 1.9% in 2019. There are now 2.2 million people at work, up 48,000 year-on-year, and up by 344,000 (+19%) from the low point in 2012. 

The increasing numbers of people employed, as well as increases in hours worked, is leading to a substantial increase in the amount of disposable income circulating in the economy. There has been a remarkable increase in gross disposable income -- it has increased up by about 5% a year in each of the past three years. In sum, it reached €102 billion in 2017, eclipsing the 2008 peak of €101 billion.  Disposable income is continuing to grow in 2018, at about the same rate of 5%, and this is expected to continue in 2019.

Pay increases have also contributed to the rise in disposable income, but by a smaller amount. Pay rates were up by around 2% per annum for the past three years. Increases of about 3% are forecast for this year, and a similar rate for 2019. Households across the economic spectrum are now starting to gain from strong employment and wage growth. 
Consumer confidence is also very strong here at present, and significantly higher than in the UK and the rest of Europe. It fell a little bit in recent months reflecting concerns about global risk factors and higher fuel costs, but it remains largely positive. 

Retail sales were strong in 2017, up by 4.3% in volume and by 2% in value, following growth of 3% in volume in 2016 with value static.  All retail categories performed well with household goods growing by double digits and out-performing all other categories.  

Sales of new cars are one important exception showing significant weakness, down by 10.5% in 2017 for a total of 127,045. New car sales are continuing to be weak this year, down 4.9% in the first half for a total of 83,037.

In contrast, there was a dramatic increase in the number of imported second hand cars, up 47% in 2016 and up the same again in 2017, to a total of 92,508. This growth is continuing in 2018, up 12% in the first half year suggesting a total of more than 100,000 for the year.

Sales of services are also strong, up by 4% a year for the last three years. Vat returns were correspondingly strong, up by 7.1% for 2017, and by a further 5.5% for the first half of 2018.  

Services sectors such as accommodation and food, and information/communications have grown by double digits in recent years. Others such as wholesale and transport have had mixed fortunes, possibly influenced by the bad weather early in the year.

Residential property is the sector under most pressure, as is well known. There were 50,000 homes sold in 2017, up by 11% on 2016, despite an acute shortage of supply -- just 18,900 properties were for sale in December 2017, or 1% of the national housing stock of 2 million homes. This strong demand is continuing in 2018, with 60,000 sales expected for the year. 



Consumer Confidence

Consumer confidence has been recovering in Ireland since 2013, reaching a record high in June 2015. At that point, it was well ahead of the last peak in 2007 and significantly higher than our European neighbours.

Confidence fell slightly through 2016, reflecting uncertainly about Brexit and industrial unrest. It picked up again in 2017, however, and ended the year on a high level, well above the EU average. 

Consumer confidence is remaining strong in 2018 although there has been a slight weakening in recent months. The current level is still consistent with a growing economy, with increasing employment and economic benefits expanding across the country.

Consumer confidence in the UK has been negative since Q2 2016 due to worries about Brexit as well as general political uncertainty. Confidence declined steadily through 2017, reaching a low of -8 in December. In contrast, consumer confidence has improved across the rest of the EU, reflecting strengthening economies.


Consumer Incomes and Spending

The disposable income of Irish households rose by 5% in 2017 to a total of €102 billion, eclipsing the last peak of €101 million experienced in 2007. Increasing numbers in employment was the main driver of the increase in disposable income, with pay increases contributing slightly also. Lower fuel prices and a weakening in the value of Sterling also boosted disposable income. 

Personal consumption, of which household spending is over 90%, closely mirrors income, increasing from €62bn to €95bn (+48%) from 2002 to 2008. Spending then declined for five years, a reduction of -15% in current terms and -7.5% in real terms.

Personal spending began to recover in 2014, up 2%, and up 4.5% in 2015. It continued to grow in 2016, up 4% in real terms, and was up 3% in 2017 to €100 billion, of which households accounted for €94 billion.

Consumer spending is continuing to grow this year, with forecasts suggesting that spending will be up by 2.6% for 2018, and by 2.5% for 2019.


Consumer Borrowing

Borrowing by Irish households grew at a record level from 2000 and peaked in March 2008 at €150 billion, but declined steadily from there, down 40% to €86 billion by Q1 2017. The trend finally reversed in 2017 with debt increasing by 2%, the first sign of a return to normal conditions. Total household borrowing stood at €88.5 billion in Q1 2018.

Loans for house purchase, which account for 84% of household borrowing, peaked in Q1 2008 at €124 billion, but dropped to a low of €73 Billion by Q4 2016, a cumulative decline of 40%. Mortgage lending has begun to increase again since then, up to €75 billion by the end of 2017, an annual growth of 5%. 72,489 (10%) of accounts were still in arrears at the end of the 2017. 

Lending for other consumption accounts for 18% of total borrowing. This category peaked in Q1 2008 at €30 billion but declined to €12 billion by December 2016, a reduction of 60%. It resumed growth in 2016 and grew by 5% in 2017 to €13.5 billion. 

Overall, the ratio of household debt to disposable income has fallen by 60%, from a peak of 215% in mid-2011 to 140% in Q3 2017. Despite this improvement, however, Irish households are still the fourth most indebted in the EU. 


Residential Property

Residential property is the sector under most pressure and this has been the case ever since the economy started to recover.  There were 45,342 homes sold in 2016 which was lower than the 47,313 sold in 2015 in a situation of very short supply. 

Sales strengthened in 2017, up 10% to 50,000, the highest rate of sales since the recession. This was despite a lack of stock; there were just 18,900 properties for sale in December 2017, or 1% of the national housing stock of 2 million homes. 

This upward sales trend is continuing in 2018, with 20,000 sales transactions in the first five months, and 60,000 sales expected for the year. This will be assisted by the increase in new homes being built, estimated at 20,000 this year, up 58% from 2015. 



The services sector recovered more quickly from the recession than the retail sector, showing modest growth from 2011 onwards, and overtaking the 2007 peak in 2014.

The services index grew by 4-5% per annum on average for the past four years, including 2017. 

Growth accelerated in Q2 2018 to 9.3% year-on-year, a considerable lift. Vat returns were also up more than expected, by 5.5% for the first half of the year.

The fortunes of individual service sectors have varied considerably over recent years; for Q2 2018 year-on-year: accommodation and food service are up 12.5%, wholesaling (+12.9%), administrative and support services (+19.8%), information and communication (+15.5%), transportation/storage (+11.2%), professional/ technical services flat (-0.8%), while other services fell (-14.8%).


Car Sales

Car sales began to recover in 2014, with sales of 92,361, a 30% increase, and this rate of growth continued in 2015 with 121,110 sold. Sales continued upwards in 2016, with 142,688 cars sold, a slightly lower growth rate of 18%. 

New car sales were weaker in 2017, down 10.5% year-on-year, for a total of 127,045. 83,037 new cars were sold in the first half of 2018, down 4.9% year-on-year, suggesting a figure of 138,000 for the year. 
In contrast, there was a dramatic rise in the number of imported second hand cars, up by 47% in 2016, and by a further 46% in 2017 to a total of 92,508. This reflects the weakening of sterling which made imports better value.

Imported used cars are continuing to increase in the first half of 2018, up 11.9% to 50,272, suggesting a total of more than 100,000 for the year. 


Retail Spending

Retail sales were strong in 2017, up 4.3% for the year in volume terms, and up 2% in value. Growth accelerated as the year progressed, to a level of 7% in Q4, summing to annual spending of €40 billion which is back to the levels seen in the last boom.  Vat returns were also very strong, up by 7% in 2017 for a total of €13 billion.

Retail sales excluding the motor trade grew by 4.5% in volume in H1 2018 and by 3% in value, year-on-year.  Household equipment continued to be the fastest growing category, up 9.7% in volume and 3% in value. Supermarkets and other food stores also performed well, and newsagents enjoyed a lift of 5.8% in volume and 6.7% in value, a positive boost after several years of negative figures.

  • Food sales up 4.9% in volume and up 3.3% in value; 
  • Non-specialised stores (supermarkets) up 5.6% in volume and 4.1% in value; 
  • Fuel up 1.6% in volume and 6% in value; 
  • Clothing, footwear & textiles up 2.3% in volume and 0.5% in value; 
  • Household equipment up 9.7% in volume and 3% in value;
  • Department stores up 4.2% in volume and 1% in value;
  • Pharmaceuticals and cosmetics up 5.9% in volume and 1.2% in value;
  • Bar sales up 1.1% in volume and up 3% in value.
  • Books, newspapers, stationery up 5.8% in volume and 6.7% in value. 


infographic consumer market monitor q2 2018


About the Author


Mary Lambkin

Mary Lambkin is Professor of Marketing in the UCD School of Business where she teaches courses to undergraduate and postgraduate students and is involved in a range of research projects under the general heading of marketing strategy.  She has written extensively on this subject in academic journals, and also writes commentaries on marketing topics of contemporary interest for professional publications. She has served as Head of the Marketing Group, as Dean of the UCD Business School and as a member of the Governing Authority of the university at various times, and also holds a number of positions in companies and professional organisations outside the university.

About UCD Michael Smurfit Graduate Business School


In 1964, University College Dublin became one of the first universities in Europe to offer the degree of Master of Business Administration (MBA).  In 1991, the graduate business school opened its own campus in Blackrock, County Dublin.  With over 100 faculty members, 1,300 students and 75,000 alumni worldwide, UCD Smurfit School is one of a small number of business schools worldwide and the only school in Ireland, to hold triple international accreditation (US - AACSB, European - EQUIS and UK – AMBA). The school’s programme has been consistently ranked among the leading European business schools’ programmes by the Economist and Financial Times, since 2000.


The School is also a member of CEMS and the Global Network for Advanced Management, which are alliances of leading global business schools.

About The Marketing Institute of Ireland

The Marketing Institute is the professional body for Ireland's marketing people. It exists “to enable marketers to build great brands and great careers”. It does this by sharing best practice, insights and expert content, building the community of marketers, and aiding marketers in career progression. The three themes of content, community and career underpin all Institute activities. The Marketing Institute also owns and operates the All Ireland Marketing Awards, the CMO Summit, and DMX Dublin, Ireland's largest marketing conference.

This post has not been tagged.

Share |
PermalinkComments (0)

Picture perfect: 10 Instagram-friendly food and drink innovations

Posted By Amrin Walji, Senior Innovation Analyst at Mintel, Wednesday 22 August 2018
Updated: Tuesday 21 August 2018

In 2018, food must be as documentable as it is delicious. Flavour has long been the focus of innovation in the food and drink sector, but the rise of image-centric social media like Instagram is increasingly inspiring brands to focus on visually stimulating and shareable products. Brands are experimenting with vibrant colours, innovative shapes and multifaceted textures to make packaged products worthy of consumer praise and social media posts. There’s an opportunity to create products that engage more senses than just taste, be it through colour-changing special effects, by tapping into popular foodservice trends - like the ever-present smoothie bowls - or by creating a unique eating experience. 

Looking at Mintel’s Global New Products Database (GNPD), we highlight 10 products launched across the world which would get all the likes on social media.

Sharish Blue Magic Gin

Sharish Blue Magic Gin (UK), launched as a special edition in summer 2017, it changes from a vibrant blueish purple hue to pink when tonic is added. Colour-changing effects can help a product attract attention online and on social media, especially if the drinks are mixed by, or in front of, on-premise consumers who can take photos or videos of the special effect.



Fjordland Litt Mat Smoothie Bowl

Fjordland Litt Mat Smoothie Bowl with Mango, Pineapple, Banana, Ginger and Granola Topping (Norway)  
is designed for time-poor consumers. Smoothie bowls are extremely popular on Instagram, with influencers sharing their breakfast concoctions on a regular basis. 



Hershey Ice Breakers Ice Cubes Summer Snow Cone Glitter Gum


Hershey Ice Breakers Ice Cubes Summer Snow Cone Glitter Gum (US) adds an element of whimsy by incorporating edible glitter to make each piece of gum sparkle.




Wow Raspberry Activated Charcoal Drink



Wow Raspberry Activated Charcoal Drink (UK) is made with coconut shells transformed into activated charcoal and added to cold-pressed raspberry juice. The visual impact of black foods makes this especially Instagrammable!




Happy Cheeze Der Frische Spirulina Chili


Happy Cheeze Der Frische Spirulina Chili (Germany)  is a vegan cheese alternative made with cashew nuts and spirulina micro algae, which gives the product an unusual blue hue. The addition of chilli gives this vegan cheese a kick.



Doritos Corn Chips with Chilies and Spices



Doritos Corn Chips with Chilies and Spices (Mexico)  uses a unique packaging shape to introduce a new product. The pyramid-shaped bag opens horizontally to form an eat-from tray, making it the perfect snack to share with friends at parties.



Lolli & Pops Unicorn Bark


Lolli & Pops Unicorn Bark (US)  
is described as mystical swirls of artisan white chocolate adorned with sprinkles and colourful sweetness.




Baackes & Heimes Unicorn Sliced Mild Gouda


Baackes & Heimes Unicorn Sliced Mild Gouda (Germany) 
features lactose-free slices of gouda cheese cut into a unicorn shape.






Arnott's Tim Tam Chill Me! Iced Coffee Flavoured Biscuits

 Arnott's Tim Tam Chill Me! Iced Coffee Flavoured Biscuits (Australia) are inspired by Gelato Messina, who has been leading the gelato movement in Australia since 2002. They can be eaten at room temperature or chilled in the fridge, where the packaging will change colour when they’re ready.


Lidl Flamingo Shaped Chicken Nuggets

 Lidl Flamingo Shaped Chicken Nuggets with Curry and Sweet & Sour Dip (Austria) are made with seasoned, breaded and fried minced chicken meat. Flamingos are giving unicorns tough competition this year, with plenty of pink flamingo innovations popping up in the food and drink sector.



Aboutthe author

Amrin is a Senior Innovation Analyst who specialises in analysing trends driving product innovation and development across the food and drink industry.

Mintel is the world's leading market intelligence agency. For over 40 years, Mintel's expert analysis of the highest quality data and market research has directly impacted on client success. With offices in London, Chicago, Belfast, Düsseldorf, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Seoul, Shanghai, Singapore, Sydney, Tokyo, and Toronto, Mintel has forged a unique reputation as a world-renowned business brand.

For more information on how Mintel can help your business, contact Ciara Rafferty, Director Mintel Ireland on +44 (0)28 9024 1849 or

mintel logo

This post has not been tagged.

Share |
PermalinkComments (0)

Marketing Trends for 2019 with Meabh Quoirin

Posted By The Marketing Institute, Wednesday 15 August 2018
Updated: Friday 3 August 2018

We recently hosted an open lecture in Dublin Institute of technology with Meabh Quoirin, CEO at Foresight Factory and lecturer on the MSc Digital Marketing & Analytics

Meabh discussed the digital marketing trends that will impact 2019. The presentation deck is now available to view.

We are still taking applications for the MSc Digital Marketing & Analytics starting in September. If you'd like to know more contact Etain Kidney at


This post has not been tagged.

Share |
PermalinkComments (0)
Page 18 of 71
 |<   <<   <  13  |  14  |  15  |  16  |  17  |  18  |  19  |  20  |  21  |  22  |  23  >   >>   >| 

©2019 The Marketing Institute of Ireland CLG. All rights reserved.