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Juices, smoothies and nectars: trends and innovation

Posted By Mintel, Tuesday 22 May 2018

What are the trends driving juices and smoothies innovation? Here, Julia Buech, Mintel’s Global Food & Drink Analyst, takes a look at how brands can keep up with consumers’ ever-changing preferences and demands.

Clean label builds momentum

Mintel's 2018 food and drink Trend ‘Full Disclosure’ describes how today's consumers require complete and total transparency from companies about production processes and ingredients. The growing focus on clean labels extends to demand for more transparency around ingredients, including a clear breakdown on labels between naturally occurring fruit sugars and added sugars.

As consumers increasingly question the quality of their food, they are attracted by the perceived higher nutritional value of 'cold-pressed' juices. Indeed, interest in natural, minimally processed and nutrient-dense products is fuelling innovation around cold-pressed juices which are designed to provide consumers with the benefits of raw ingredients. 51% of Italian consumers aged 16-24 claim to have drunk cold-pressed fruit juice/smoothies, followed by 44% of Polish and 34% of Spanish consumers of the same age.

Looking at innovation, the global share of cold-pressed juice introductions in total launches tripled over the course of three years, reaching 6% in the 12 months leading to November 2017. 

Consumers seek transparency about sugars

Sugar remains a key concern for the juice and juice drink category. Upcoming new regulations in the US mean consumers will begin to see the amount of added sugar in products listed on the nutritional fact panel. The new label could have a significant impact on the 'clean label' appeal of 100% juice versus juice drinks, as it is likely to be perceived as more natural. While 100% fruit juice is also exempt from the upcoming soft drinks sugar levy in the UK, there is still a need for brands to be clearer on labelling, with six in 10 UK consumers finding the terminology used around sugars in juice/juice drinks confusing.

Rise of snack drinks

With consumers increasingly looking to fit in meals around their hectic lifestyles, innovation is focusing on the development of convenient, yet nutrient-rich offerings. Moreover, as described in the Mintel Trend ‘Power to the Plants’, aspirations for healthier and cleaner lifestyles are motivating consumers to include more vegetables, nuts, seeds, and grains into their diets. As a result, the market is witnessing the rise of a new generation of smoothies which draw on plant-based, protein-rich food ingredients in order to upgrade to 'healthy snack' status. Demand for juice drinks with high-protein plant ingredients is driven by the younger generation and almost a third of 16-24 year old consumers in Spain and Italy, and a quarter in Germany show interest in such concepts. 

Seeds are the star ingredients in innovation

Nutrient-dense 'superfood' ingredients such as seeds, grains and nuts help transform a regular juice or smoothie into a more filling, naturally functional snack. Beyond health and flavour, such ingredients lend juice drinks an interesting texture. As described in Mintel's 2018 food and drink Trend ‘New Sensations’, texture is the latest tool to engage consumers' senses and deliver share-worthy experiences. Seeds in particular have stepped into the limelight in recent years, celebrated as nutritional powerhouses that are rich in protein and healthy fats. Chia seeds have been shining as front-label "star ingredients" in new launches in Europe, while basil seeds are the most common types used in South East Asia, where they are commonly used for thickening and health purposes. 

Snack drinks boost plant protein factor with non-dairy milk

The current focus on plant-based protein has also opened the ground for innovation around smoothies enriched with non-dairy milk alternatives. This has seen a strong rise in popularity over the past few years, fuelled by a combination of health, ethical and taste reasons. While still niche, non-dairy milks – in particular coconut milk - have made their way into the smoothie sector, tapping into the plant-based protein trend while also adding to the richness of flavour. 

Shot-sized health-boosting juice launches take off

Consumers are increasingly interested in naturally-functional food and drinks. Tapping into this trend, health-promoting juice shots provide a quick, natural boost of nutrition in small to-go bottles. Using concentrated doses of fruits, vegetables, plant extracts and herbs, juice shots are designed as a preventive measure to boost consumers’ overall wellbeing, but can also address specific health issues. These include boosting energy levels, supporting the immune system and digestive health, curing hangovers and relieving flu symptoms. Often combined with lemon juice, ginger is by far the leading ingredient in juice shot innovation. Dubbed a ‘wonder plant’, ginger has found its way into the diets of health-conscious individuals around the world, as it reportedly helps relieve pain and muscle soreness, lowers blood pressure and boosts the immune system.

Woolworths Food Freshly Pressed 100% Nectarine Juice, South Africa: This juice is made using locally grown nectarines, which are pressed to capture their flavour in a bottle, with nothing else added. It was available only for a limited-time during nectarine season, highlighting the freshness of the product.


Friya Rose Blossom & Sour Cherry Superfood Drink with Basil Seeds, Germany:

Basil seeds have been traditionally used in Ayurvedic and Chinese medicine and are now starting to get noticed in the West. This rose blossom and sour cherry drink with basil seeds is claimed to curb appetite and is recommended to be enjoyed ice cold.



James White, Organic Xtra Intense & Hot Ginger Shot with Chill, Denmark:

This ‘wake-me-up’ shot with pressed organic ginger and apple juice has a chili kick that makes it extra hot, for a quick energy boost.



Coldpress Cold Pressed Very Berry Almond Drink, UK:

Nuts are still under-represented as ingredients in snack drinks, with brands just starting to explore a wider range of types. This vegetarian product comprises almond, banana, blackberry, blueberry, strawberry, elderberry and pear and is a natural source of vitamins C and E and antioxidants.



 Rossmann Mamas Babydream Nursing Juice with Red Fruits, Germany:

Targeting pregnant and nursing mothers, this juice is formulated with folic acid for womb growth, iron for normal blood formation, and iodine for hormone production and thyroid function.



President's Choice Raspberry Blueberry Smoothie, Canada:

A blend of fruit purées, concentrated fruit juices, and quinoa powder. Quinoa has become the go-to ancient grain for modern snack juice brands, but opportunities exist to include other on-trend ancient grains including amaranth, teff, sorghum, spelt and buckwheat. 



Yumberry Re:Me Organic Yumberry Fermented Drink, China:

Made with organic yumberry juice, the product claims to contain 20 amino acids, is very low in sugar, and is free from additives. Yeast is added during production, and the juice is then allowed to ferment, boasting many digestive health benefits.




Miel Nàtura Honey and Tulsi Drink, India:

This Indian health drink is made with natural Myanmar honey, hand picked from the deep forests of North Myanmar, and blended with the juice of the natural Tulsi plant. Tulsi is known for its health benefits and has strong antioxidant, antibacterial, and antiviral properties.



Luli Tonix Black Magic Charcoal Lemonade, US:

Not your traditional lemonade - it contains water, organic lemon juice and peel, activated charcoal, organic maple syrup and Himalayan salt. 




Beauty & Go Skin Brilliance Bioactive Beauty Drink, UK:

This beauty drink is a skin-protecting multivitamin fruit juice enriched with antioxidants, collagen and hyaluronic acid, and sweetened with stevia. It is rich in vitamin C which contributes to normal collagen formation and protects cells from oxidative stress. 



About Mintel

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 Mintel, please visit Follow Mintel on Twitter: or join the Mintel LinkedIn community:

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The Consumer Market Monitor - Q1 2018

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Monday 21 May 2018
Updated: Friday 18 May 2018

consumer market monitor Q1 2018Despite the rebound in Irish consumer spending, professional and technical services still lag 13% behind 2007 peak


- Spending on services up by 4% in 2017 and again in Q1 2018

- Technical services which includes architecture and engineering firms still 13% below peak in 2007


read report


Dublin, May 21, 2018: The latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School, has shown that by the end of 2017, the services index was up by 15% over the 2007 peak, with most service sub-sectors recording growth for the past year. The only exception is professional and technical services,   including architecture and engineering, which are still 13% lower than the last peak in 2007.

Professional services showed the most dramatic boom and bust cycle. In particular, architecture and engineering firms, which were inextricably tied to the fortunes of construction, suffered significantly in the economic downturn. And while this sub-sector has been growing back steadily in recent years, it is still 13% lower than the peak level of 2007. In spite of an estimated 19,000 new homes built in Ireland last year, house building in Ireland is still among the lowest in Europe, and this has impacted the growth of this sub-sector.” said Professor Mary Lambkin of UCD Michael Smurfit Graduate Business School, author of the report. 

Sales of residential properties strengthened in 2017 up 7% to 51,688, the highest level since the recession. Transactions are up by a further 5% in the first months of 2018, suggesting a final figure of about 55,000 for the year. There has also been an increase in the number of new homes being built, an estimated 19,000 were built last year, and that is expected to increase to 21,000 in 2018.

“All of the economic fundamentals in the Irish economy remain strong with continuing growth in employment and modest wage increases being the primary drivers of growth. The services sector, which covers a range of businesses from banks to hotels, is responsible for the employment of hundreds of thousands of people in Ireland and it is very encouraging to see strong growth within the sector, up 15% from the peak in 2007.” said Tom Trainor, Chief Executive of the Marketing Institute of Ireland.



The services sector recovered more quickly from the recent recession than the retail sector, showing modest growth from 2011 onwards. The services index overtook the 2007 peak in 2014, and made further gains in 2015 and 2016, up by 5% per annum. By the end of 2017, the services index was up by 15% over the 2007 peak, representing healthy growth.

Growth slowed slightly in 2017, to a rate of 4%, but picked up towards the end of the year. Growth of 8% was experienced in January of this year, but this fell back to 2% in February and March, probably because of the exceptionally bad weather.

Most service sub-sectors have recorded growth for the past year, and again in quarter 1 2018, suggesting a positive picture for the rest of the year. Service sub-sectors grew as follows in 2017: Professional, Scientific and Technical (+11.9%), Administrative Support (+8.5%), Wholesale and Retail (+5.2%), Accommodation and Food Service (+3.2%), Weaker sectors were: Transportation and Storage (+1.6%) and Information and Communication (+1.9%). 

The chart below shows, however, that there has been considerable variation in the recovery paths of different service sectors over the past ten years. Information and communication which include mobile phone and internet services have grown in a straight line upwards and are now 60% higher than a decade ago, although this sector slowed in 2017. 

Accommodation and food services have done next best, growing rapidly from 2014 to 2016, but levelling off a bit since then. This seems surprising in view of the growth in tourism over these years but may reflect capacity constraints in Dublin. However, the 2017 index is 30% up on 2008 which is a strong performance.

Professional services showed the most dramatic boom and bust cycle. This includes such things as architecture and engineering which were tied to the fortunes of construction, as well as advertising, and legal and accounting services, all of which suffered significantly in the economic downturn. This sub-sector has been growing back steadily in recent years but is still 13% lower than the peak level of 2007.


General Summary

Consumer spending is back to levels last seen a decade ago at the height of the boom. Total spending reached €100 billion in 2017, about the same as 2007. Spending has been growing strongly for the past three years and continues to be one of the main drivers of economic growth, along with investment in construction. Consumer spending was up 2.8% last year, while construction up by an even higher rate of 4.2%.

Consumer and investment spending are continuing to grow strongly in 2018 and 2019 with overall domestic demand projected to grow by 4.9% over the period. Personal consumer spending is forecast to grow by 2.9% in 2018 and by 2.5% in 2019.

The main factors supporting growth are population expansion, along with increasing employment. There are now 2.2 million people at work, up 61,300 year-on-year, and up by 344,000 or 19% from the low point in 2012. Growth of 2.4% is forecast for 2018 and 2.0% for 2019 which would bring another 99,000 people into the workforce.

The increasing numbers of people employed is leading to a substantial expansion in the amount of disposable income circulating in the economy. Disposable income has increased 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 expected to continue growing in 2018 and 2019, at about the same rate of 5% per annum.

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 and increases of about 3% are forecast for this year and next. 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 slightly in the second half of 2016 due to worries about Brexit but was back in positive territory throughout 2017 and is remaining steady so far this year.

Retail sales were strong in 2017, up 4.3% for the year in volume terms, and 2% in value. Growth accelerated as the year progressed, to a level of 7% in Q4, suggesting strong momentum into 2018. Vat returns were also very strong, up by 7% in 2017.

The exceptionally bad weather conditions in Q1 of this year dampened spending but despite this, retail sales grew by 4.3% in volume by 2% in value, year-on-year. Prospects of renewed momentum seem positive for the rest of the year. Sales of new cars are one important exception; sales were down by 11% in 2017, for a total of 127,045. This trend is persisting in 2018 with new car sales down -3.9% in the first quarter for a total of 58,402.

In contrast, there has been a dramatic increase in the number of imported second hand cars, up 47% in 2016 and 46% in 2017 for a total of 92,508. Imports are up by a further 8.1% in the first quarter of 2018, suggesting a total of 100,000 for the year, a new record. This reflects the weakening of sterling making imports better value.

Residential property is the sector under most pressure, as is well known. Sales strengthened to 51,688 in 2017, up 7%, the highest rate of sales since the recession. Transactions are up again in the first three months of this year, by about 5%, suggesting a final figure of about 55,000 for the year.


Consumer Confidence

Consumer confidence in Ireland has been recovering since 2013, reaching a record high in June 2015. It fell slightly through 2016, reflecting uncertainly about Brexit and industrial unrest at home.

Confidence picked up again in 2017 in response to strong employment data and has remained steady into Q1 of this year. The current high level is a response to the growing economy, the benefits of which are being felt by greater numbers of people.

Consumer confidence in the UK has been negative since Q2 2016 due to worries about Brexit as well as political uncertainty. Confidence remained muted through 2017 but gained 3 points in Q1 of this year. In contrast, consumer confidence has improved across the EU, becoming positive in Q1 2018 (+0.3) compared with -6.4 in Q4 2016.


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.

There are now 2.2 million people at work, up 48,000 for the year, and up 344,000 from 2012. Pay increases of 2% were common in 2015 and 2016; this rose to 3% in 2017 and looks to be similar this year.

Total personal consumption reached €100 billion in 2017, up 3.2% in current terms on 2016. This is a bit less than the growth rate of the two previous years, which averaged 3.8% per annum.

Household spending, which accounts for about 94% of all personal spending, closely mirrors income. It began to pick up in 2014, increased by 4.5% in 2015, by 3.5% in 2016, and by 3.2% in 2017. Forecasts indicate a similar rate of growth in 2018 and 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 since then, down 40% to €86 billion in Q4 2016 or €30,199 per capita. Household debt turned a corner in 2017, growing by 2%, the first sign of a return to normal conditions.

Loans for house purchase, which account for 84% of household loans, peaked in Q1 2008 at €124 billion, but fell to a low of €73 Billion by Q4 2016, a decline of 40%. Mortgage lending has begun to increase again since then, up by €4 billion by end 2017, an annual growth of 5%. A total of 70,488 accounts (10%) were in arrears at end-December 2017.

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

Overall, the ratio of household debt to disposable income has fallen by 60% from a peak of 215% in mid-2011, down more than any other EU country. This ratio stood at 140% in Q3 2017, which leaves Irish households still the fourth most indebted in the EU.

Household net worth stood at €712bn in Q3 2017, or €148,655 per capita. This was just 1% lower than the previous peak in Q2 2007, and is largely due to the recovery in property prices.


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 48,111 homes sold in 2016 which was actually lower than the 48,248 sold in 2015, in a situation of very short supply.

Sales strengthened to 51,688 in 2017 (up 7%), the highest level since the recession. Transactions are up by a further 5% in the first months of 2018, suggesting a final figure of about 55,000 for the year. This is a 300% increase since 2011 when just 18,400 properties were sold.

This increase in sales has occurred in spite of 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 is being expanded, however, by an increase in the number of new homes being built, estimated at 19,000 last year, and expected to be about 21,000 this year.


Car Sales

Car sales began to recover in 2014 and grew strongly until 2016 when 142,688 were sold. Sales weakened in 2017, down 11% year-on-year, for a total of 127,045. This trend is persisting in 2018 with new car sales down -4% in the first quarter for a total of 58,402.

In contrast, there has been a dramatic rise in the number of imported second hand cars, up 47% in 2016, and up by 46% in 2017 for a total of 92,508. This trend is continuing in 2018, with imports up 8% in the first quarter. At this rate, imports should reach 100,000 for the year, a new record. This reflects the weakening of sterling which makes imports better value.

Taken together, car sales in 2017 were up 3.5%, which is reasonably healthy, and look like maintaining this level for 2018 rather than showing much growth.


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, suggesting strong momentum into 2018. This equated to 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 4.3% in volume in Q1 2018 and by 2% in value, year-on-year, despite the exceptionally bad weather conditions over that period. Retail sub-categories had mixed fortunes, with some up and others down in Q1. Household equipment continued to be the fastest growing category, up 10.2% in volume and 2.6% in value, year-on-year. Supermarkets and other food stores performed well but most other categories did badly, reverting to negative trends that haven’t been seen for several years.

  • Food sales up 5.2% in volume and up 3.9% in value;
  •  Non-specialised stores (supermarkets) up 5.7% in volume and 4.5% in value;
  • Fuel down -1.7% in volume and -1.6% in value;
  • Clothing, footwear & textiles up 2.2% in volume but down -1.0% in value;
  • Household equipment up 10.2% in volume and 2.6% in value;
  • Department stores up 4.9% in volume and 1.0% in value;
  • Pharmaceuticals and cosmetics up 2.6% in volume but down 1.3% in value;
  • Bar sales down -2.8% in volume and up -0.4% in value.
  • Books, newspapers, stationery down -1.2% in volume but up 0.3% in value.


infographic consumer market monitor q4 2017


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.

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AIM Awards 2018: Meet the judges

Posted By The Marketing Institute, Wednesday 16 May 2018
Updated: Tuesday 8 May 2018

With just over a week to go until the AIM Awards 2018 gala night on Thursday 17th May, it's time to introduce you to some of the judges. We are delighted to have a panel of great marketers, all members of the Marketing Institute, from a wide range of companies and industries to adjudicate this year's high standard of entries and face the difficult task of recognising the very best in marketing.

You can also read the marketing success stories from each of our finalists shortlisted across the 18 categories in our Awards Programme.


Martin McBrideMartin McBride

Managing Director, Envision

Martin McBride is Managing Director of Envision – a consultancy that specialises in working with ambitious companies on developing new International business and building new International markets.  He has spent his entire career in international markets:
• initially in sales – developing new markets in Scandinavia, mainland Europe, The USA, and the Far East;
• building international sales channel partnerships (distributors, JV’s) across the world;
• in a front-line role, then at a ‘senior team’ level, and more recently on Boards and as a consultant supporting companies seeking to grow international business, backing those in that front-line role.
Martin works with companies in Ireland, Scotland and Scandinavia – those companies are establishing sales channels, building new revenue streams, winning major bids, and scaling their operations in Global Markets.


John TrainorJohn Trainor

Founder and CEO, ONSIDE

John Trainor is the Founder and CEO of ONSIDE, one of Europe's leading Sponsorship Consultancy firms. He has more than 15 years’ experience of working with sponsors and rights holders across multiple sectors and platforms, influencing over €50m of sponsorship spend annually through his work in Ireland and Europe with many of the world's biggest and best brands. John is a recipient of a Fellowship from the Marketing Institute of Ireland for his contribution to the industry in Ireland.



Fiona SweeneyFiona Sweeney

Strategic Marketing Director of End Use Markets, Food & Beverage Systems, Kerry Taste & Nutrition Europe & Russia

Fiona Sweeney is the Strategic Marketing Director of End Use Markets, Food & Beverage Systems for Kerry Taste & Nutrition Europe & Russia where she is responsible for defining the category strategies, driving EUM marketing innovation and defining the value propositions for Kerry across priority markets.
Prior to moving to the B2B side of Kerry Group, Fiona was Marketing Director for the Kerry Foods Dairy Consumer Branded portfolio in GB and Ireland where she was responsible for the Strategic growth and development of category leading brands like Dairygold, Cheestrings, LowLow and Charleville.
In the 10 years prior to Kerry, Fiona built a broad experience creating, developing and growing brands across FMCG & retail working on renowned brands such as Guinness, Smirnoff, Coca Cola and Superquinn, winning various marketing, innovation, advertising and digital effectiveness awards and Marketing team of the year at the All Ireland Marketing Awards in 2014.


Martina McDonnellMartina McDonnell

Head of SMB Marketing EMEA, Facebook

Martina heads up marketing for small and medium business at Facebook.   Her team’s role spans brand and community marketing throughout EMEA to help small and medium businesses grow, showcasing how mobile can accelerate business success.   Her focus is to continue to build Facebook’s presence in the region, developing the opportunity it gives businesses to engage with customers around the world – helping local business become global and small business become large.

Martina has over 20 years marketing experience in a variety of senior roles spanning financial services, semi-state and NGO sectors. Martina joined Facebook from HSBC where she ran the international marketing team for commercial and global banking and markets. 


Caroline DonnellanCaroline Donnellan

Head of Marketing, Insights & Propositions, KBC

Caroline is Head of Marketing, Insights and Propositions at KBC, with responsibility for building the KBC challenger brand – ‘The Bank of You’- in Ireland. She is responsible for the development and implementation of KBC’s marketing and insights strategy to drive awareness of the brand and its unique ‘digital first’ offering. As a challenger bank, it is part of her role to ensure that the KBC brand stands out in consumers’ minds, and constantly looks at new ways of doing things. Caroline has over sixteen years’ experience in marketing and holds an Honours Degree in Business Studies and Marketing and is a board member of CopyClear.


Nicky DoranNicky Doran

Brand and Marketing Strategy Director, Davy 

Nicky is responsible for defining and implementing Davy’s brand and marketing strategy.  His role involves working with a client focussed Marketing Team to direct and execute brand & marketing plans, customer experience &data strategies and event & sponsorship programmes.  Prior to joining Davy in 2017, Nicky held several senior commercial and marketing roles in Bord Gáis Energy.

Nicky holds a MSc (Mgmt) in Business Administration from Trinity College Dublin, a Diploma in Company Direction and is a Qualified Financial Adviser. He is a Fellow of the Marketing Institute of Ireland, a member of The Institute of Directors in Ireland, and was formerly the Honorary Treasurer of the Marketing Society.


Irene GowingIrene Gowing

Communications Manager, Bord Gáis Energy

Irene joined Bord Gáis Energy in 2008 and was involved in the design and creation of the organisation’s sponsorship programme. During this time, Irene has led contract negotiations for the naming rights of the Bord Gáis Energy and GAA sponsorships. She has also led brand strategy refresh projects that reshaped the positioning of the brand as the “helpful energy” Company. Today as Communications Manager she is responsible for defining and implementing the PR, brand and sponsorship strategy for Bord Gáis Energy. With 17 years industry experience in the energy and construction sectors,  Irene is a highly qualified marketing professional with a passion for strategic thinking. 


Darragh ReaDarragh Rea

Director Digital, Edelman

Darragh leads a team of digital experts tasked with embedding a digital first way of thinking across all Edelman programmes. He and his team lead projects on digital and social strategy, paid media and holistic measurement. 
Darragh has worked in communications since 2002, helping his clients successfully navigate an ever-changing media ecosystem.  
Darragh has a past and current client list which features a who’s who of Global and Local brands, covering sectors including FMCG, Financial Services, Food & Drink, Travel, Government, Healthcare and Pharma.  
Darragh leads the digital division in Edelman Ireland, which includes work for clients such as Mars, Unilever, Danone, Irish Distillers, Coca-Cola, Pfizer, SSE Airtricity, Roche and Novartis. 
He has contributed to numerous media and industry events and is a Board Member of Triathlon Ireland.


Clíona HayesClíona Hayes

Senior Global Advertising and Brand Lead, Indeed

Clíona has over 15 years experience working in marketing, media and advertising.
Starting her career in Ryanair before moving to Irish Distillers Pernod Ricard where she worked in France and Ireland through various domestic and international brand roles on Jameson Whiskey, West Coast Cooler and Jacobs Creek. Having spent over 7 years with Communicorp, her latest role was Group Marketing Director where Clíona oversaw the marketing functions for TodayFM, Newstalk,, Spin1038 and 98FM. 


Diarmaid Mac MathúnaDiarmaid Mac Mathúna

Director - Agency, indiepics

He has been named a Top 30 Business Tweeter by the Sunday Independent. A regular speaker at Irish and European events, he has given many workshops on how best to use social video campaigns for marketing and communications and has been quoted in the Irish Times. He has also contributed to the magazines Communication Director and The Market.




Niamh O’DriscollNiamh O’Driscoll

Senior Manager – Brand, Marketing & Communications, Virgin Media 

Niamh O’Driscoll is a seasoned commercial marketer with over 15+ years experience. Having started her career in the B2B space looking after marketing and PR in an international banking software company, she subsequently moved into telecommunications, first with Meteor where she spent over 7 years as Marketing Communications Manager and then with O2 where she worked as a Marketing Consultant on the Priority Moments loyalty program. Niamh is now Senior Manager for Brand, Marketing & Communications for Virgin Media where she heads up strategic brand management, Consumer Research & Insights and all ATL campaign management activity.


Ruth McEnteeRuth McEntee

Acting Country Manager for Ireland, Google

Ruth has been working at Google for over a decade, spending time in different roles and various locations including Dublin, London and the US. In her current role as Acting Country Manager for Ireland, she leads a team of digital consultants to top Irish companies and agencies across multiple industries (including Finance, Travel & Retail). In this role, Ruth is responsible for driving the ads strategy across Google's platforms including Search and YouTube in the Irish market and embedding Google as a key partner to both clients and agencies alike.



Deirdre WaferDeirdre Wafer

EMEA Insights Manager - Linkedin Marketing Solutions, LinkedIn

Currently at Linkedin, Deirdre leads the Insights team for Marketing Solutions in the EMEA region and works to deliver value to clients from Linkedin’s unique first party data. Through leadership and passion for insight led selling, I seek to embed insights into the business partnering with diverse stakeholder groups to drive positive change and deliver business success.
Prior to joining Linkedin, Deirdre had an established career in marketing working in diverse range of industries for companies including Virgin Media, Liberty Insurance, Meteor Mobile Communications, AXA and Bank of Ireland. 
Deirdre is an advocate of the benefit of client-side marketers, agencies and other stakeholders working collaboratively as change agents to deliver world class results.


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Frank Ryan named as 2018 All Ireland Marketing Champion

Posted By The Marketing Institute, Wednesday 9 May 2018

Frank RyanWe are delighted to announce that the recipient of the 2018 All Ireland Marketing Champion Award is Frank Ryan, chairman of IDA Ireland.

Frank Ryan has spent the greater part of his distinguished career marketing Ireland’s products and services, and the country itself, across the globe. 

He is chairman of IDA Ireland, the agency with the mission to attract the foreign direct investment that is so vital to the continued development of the modern Irish economy. 

During an earlier 25 year career with the IDA, Frank served at home and in North America, and he was a member of the team that attracted the multi-billion dollar Intel investment into Ireland. 

Then, during his tenure as chief executive of Enterprise Ireland over a ten-year period, revenues and jobs generated by Irish exporting companies hit record levels, despite the economic crisis. 

Frank is engaged in a range of non-executive and advisory roles in the areas of commerce and education, and his interests include international business, world trade, economic development and the Irish language. 


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Busting 3 GDPR myths

Posted By Nikita Smits-Jørgensen, BusinessBrew, Wednesday 9 May 2018
Updated: Tuesday 8 May 2018

Busting GDPR Myths

There are many myths and false claims surrounding the GDPR. Many come to life because the legal text is complex and can be difficult to fully understand by anyone looking for human rather than legal-speak. The problem is that it’s business owners, marketers and sales, not privacy lawyers, who take on the lion’s share of GDPR implementation and need clear information.

We’ve picked three GDPR myths that we come across on a day to day basis and bust them for you in plain English.


1. The GDPR does not apply to SMEs and businesses dealing B2B rather than B2C

The fact is that the GDPR applies to all businesses based in the EU and any businesses outside of the EU who deal with personal data of data subjects who are in the Union. This means from Irish startups to multinationals the GDPR has to be adhered to. Even Irish businesses who exclusively do business outside of the EU have to adhere as they are based in the EU. This particular myth has started as some EU countries are trying to get exceptions, however, the message from Brussels has been clear: there will be no change in the territorial scope of the legislation.

The second part of the myth deals with business to business vs business to consumer dealings. The myth here is that the GDPR doesn’t apply to business contacts as these are not personal. So for example would be considered personal data, however would not be. The GDPR speaks to the material scope of the legislation and says that personal data is considered as any information relating to an identified or identifiable natural person. There is only one person associated with my business email address Therefore it’s information that identifies a natural person. However, a group email address such as an info@ address, does not identify a person. If your business works on a B2B basis with individuals and you hold their data, then be sure you adhere to the GDPR.


2. The GDPR is solved by adding a consent to web forms

Many believe that the GDPR boils down to one thing: consent. That once you have consent from your leads and customers, you are fully covered.

Consent is only one of six legitimate bases to process data. You need to ensure that you choose the right specific legal ground for every type of processing:

1. Consent

2. Contractual necessity

3. Legal obligation

4. Vital interest

5. Public interest

6. Legitimate interest

Consent cannot solve for everything and it can be withdrawn at any time. So often, you are better off choosing a different legal ground if it’s suitable. If consent is the right way to go, you have to be sure that it’s clear, specific and explicit. This means a one size fits all checkbox will not work. Your data subject (i.e. your customer or prospect) has to fully understand what they are consenting to and what this means to them. Consent also doesn’t last forever, you need to have a logical expiration date added that a data subject can observe.

On top of that, you might have obtained consent for processing of personal data, you’ll still require separate opt-in before you can send marketing emails. The requirement for marketing email opt-in, as well as requirements for phone and postal marketing, aren’t laid out in the GDPR but in another set of rules, the PECR.

This is probably the piece that businesses struggle the most with. At the same time, it holds the largest opportunity to continue to communicate with your audience.


3. The GDPR only applies to customer / prospect data

The GDPR doesn’t mention customers or prospects. It speaks about data subjects. These are explained as a natural person whose personal data is processed by a controller (that’s the business) or processor (that includes any tools like email marketing providers or collaborators such as agencies or accountants the business might be working with).

If the GDPR applies to any natural person whose personal data is held, then it includes much more than customer or prospect data. It encompasses:

  • How you process, store and maintain applicants data
  • How you process, store and maintain employee data
  • How you manage billing, procurement and supplier data
  • How you research, contact and store data belonging to influencers in your industry
  • How your product (especially if it’s software) handles data that you process on behalf of your customers
  • How you handle any other personal data you business might hold

For Irish businesses this means reviewing all personal data that the business holds and examining exactly why it has been held, what legal basis there is to holding it, whether it has to be removed and how it is secured amongst other headlines.


Training is vital

We’ve busted just three myths today. There are many more. For Irish businesses it now becomes vital to prepare themselves for GDPR and ensure that they are on a road to compliance. The first step to take is to fully understand the legislation and how it applies. MII and BusinessBrew have joined forces to bring you an online GDPR course for marketing that will allow marketers to

  • Gain an understanding of why the legislation is needed and where it stems from
  • Develop an in-depth understanding of how the GDPR will apply to marketing
  • Confidently implement the GDPR and run compliant marketing campaigns
  • Advance their ability to identify current non-compliant processes and avoid

Register your interest today.


About Nikita Smits-Jørgensen

Nikita Smits-Jørgensen is co-founder of inbound marketing and GDPR consultancy BusinessBrew. While being ISO certified in privacy regulations for sales and marketing (GDPR / PECR) she aims to work with marketers in plain English to get GDPR-ready.
Nikita met fellow BusinessBrew founder Evelyn Wolf during their tenure at inbound marketing powerhouse HubSpot where they assisted businesses of all sizes and industries as well as marketing agencies in building their lead to customer generation funnels.

BusinessBrew is geared to help companies make the most out of their inbound marketing and privacy efforts in the most time and cost-efficient manner through workshops, training and the delivery of strategic playbooks. 


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