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 

Young Lions 2018: Young Marketers Competition

Posted By IAPI, Wednesday 24 January 2018

Young Marketers 2017 WinnersPaddy Carberry and Rachel Crawley from Vodafone, 2017  Young Marketers winners

A competition for young marketers in marketing departments around the country

The prize is an all expenses paid trip to the Cannes Lions Festival of Creativity in June 2018.
Cannes Lions is the largest global event in the world of advertising. There are prestigious awards, for the most creative communication campaigns, and also fantastic speakers, workshops, showcases and events that run for a week in Cannes. One third of the 17,000 delegates are large advertisers.

How does it work?

Teams enter in teams of two. The brief will be for a non-commercial project.
For young marketer competition, when a team enters, they answer the brief as the brand they currently work for.  The competition requires that you apply the brand you work for to whatever brief is on the table. So for example, last year’s team from Vodafone answered  the brief from the Sustainable Energy Authority of Ireland using the Vodafone brand to tackle the issue.

Next steps

IAPI organise a formal briefing open to anyone planning to enter the morning of  Friday 16 February. Save the date!
Participants will have a number of weeks to answer the brief. Once they do, entries are short-listed.  Finalists present their pitch to the judges in person, who then select a winner to go to Cannes. Presentations will be organised w/c 19 March date TBC

More info on the competition here:

Register for the briefing event here:


This post has not been tagged.

Share |
PermalinkComments (0)

Foresight Factory's Consumer Trends for 2018

Posted By Foresight Factory, Wednesday 24 January 2018
Updated: Tuesday 23 January 2018

Foresight factory Trending 2018

Global Consumer Trends 2018

Foresight Factory's summary of the new global consumer trends themes that promise to impact the consumer experience in the year ahead and thus demand our clients’ attention.

Ranked best 2018 Trends Report by Forbes Magazine!

Trending 2018 The Report

Nearly ten years on from the 2008 crash, we’re living in a world of #NeverNormal. Where despite the unprecedented abundance of information, the consumer remains harder to understand and predict than ever.

Yes, in reality, trends refuse to fit neatly into calendar years (trends analysis is, after all, a continuous, and not a once-a-year, process) but what promises to rise in 2018?

Read on to discover more about three of the nine themes set out in our global consumer trends report.

Meabh Quoirin, CEO & Owner at Foresight Factory will be speaking at DMX Dublin on 14th March 2018.


Zeitgeist: Welcome to the #NeverNormal

A decade ago, Foresight Factory recognised that the then rapidly-unfolding drama of the Global Financial Crisis would have a long-lasting impact on the B2C landscape.

In the New Normal (2009), we summarised the consumer response: cautious and careful, yes, but refusing to be victimised in volatile times, using new smart tools and approaches to budget finances, maximise purchases and favour “cheap treats” as priorities shifted.

We foresaw a coming decade of consumer empowerment, a New Normal in which the commercial landscape would need to creatively innovate (via price, via customer experience, via new business models) to retain consumer affection.


A new manifesto of B2C disruption

How to characterise the next decade of B2C experience? Certainly, many of the trends we monitor will retain a presence in consumers’ lives. And the core needs they carry – for recognition, for wellbeing, for cost-effective living – will remain just that, core.

#NeverNormal describes a world in which so many of the things once considered fixed, immutable, certain… face serious disruption from fresh forces stalking lives and markets.

Expect a decade of disruption – to trends, to business models, to established truths.

Upon one thing we can rely: the consumer’s ongoing refusal to be victimised by the end of certainty. An ongoing opportunity exists for commercial partners that promise to protect their interests in novel ways.


Forces driving #NeverNormal


 Engineered Empathy

Prediction: Cold brands = given the cold shoulder

Emotional intelligence – an ability to empathise and engage on a human level – will become a core and advocacy-building consumer expectation, as well as a valued everyday life skill demanded by workplaces and personal relationships alike.

Engineered Empathy will be boosted by new drivers in 2018: an intensifying battle to perfect scalable AI bots with EI sensibility; a growing ability and freedom to capture/share emotion; desire for human interaction in tech-saturated times; and calls for greater empathy in polarised times.


Expecting a warmer, human embrace in the digital space

DATA: 56% of global consumers are interested in using an online shop assistant that I could talk to for advice as I was browsing products online.


Next generation: sharing to show how they feel

DATA: 36% of US Gen Z social networkers “share posts on social media to show how I am feeling” (same is true of 18% of GB Gen Z).


Voice interfaces: requiring human sensibility?

DATA: 1 in 3 global consumers have used voice commands on their smartphone/

wearable/tablet (e.g. Siri, Alexa, Cortana).


New ways to signal our emotions = new triggers for real-time emotion-reflective messaging?

34% of global consumers use emojis every day as shortcuts for emotional expression. In September 2017, Apple announced that iPhone X owners can use “animojis”: customised, animated emojis that use the device’s FaceID functionality to track the user’s facial movements, enabling them to “share and express whatever you want to express”. In response, the possibility of emotion-based programmatic ads has been raised by the advertising sector.


Custom at all Costs

Conversational POS triggers price elasticity

Price sensitivity remains a key and determining feature of the consumer landscape, and recent years have seen much price elasticity innovation to appeal to consumers (even the relatively well-off) engaged in a daily battle against unnecessary largesse in the aisles.

In 2018 and beyond, anticipate further dismantling of RRP and a growing tendency to permit flexible, time-sensitive, lifestyle- and lifestage– personalised, progressive pricing models to differentiate and entice.


Supporting Trends

Price sensitivity remains a key and determining feature of the consumer landscape, and recent years have seen much price elasticity innovation to appeal to consumers (even the relatively well-off) engaged in a daily battle against unnecessary largesse in the aisles.

In 2018 and beyond, anticipate further dismantling of RRP and a growing tendency to permit flexible, time-sensitive, lifestyle- and lifestage– personalised, progressive pricing models to differentiate and entice.


Professionalised budgeting

An uncertain economic climate prompts a control-seeking approach to household finances. Appetite for non-conventional pricing, especially where the customer stands to gain, is buoyed in this context.


The Me me World

A one-size-fits-all approach to consumer engagement is rapidly being dismantled as loyalty programmes, messaging and interactions of all kinds are revitalised with one-to-one activity.


Recommended action: Personalise and contextualise price

Some brands will balk at the prospect of endangering a hard-won premium positioning with newfound pricing flexibility. But we suspect that more will warm to offers that complement fixed prices with innovation that: invites a pricing dialogue (on- or offline); that, using collected data, proactively respects the customer’s particular context or lifestyle circumstances; that allows the buyer to avoid headline prices in favour of a pay-as-you-use approach (as explored in Latchkey Loyalty).


Download Trending 2018 THE REPORT on


Download the full Trending 2018 report to discover more about all nine critical consumer trends themes, plus data, analysis, predictions, examples of innovation and recommended action for companies, brands and their agency partners.


Meabh Quoirin, CEO & Owner at Foresight Factory will be speaking at DMX Dublin on 14th March 2018.



We’re the consumer trends and data expert. We help household name companies, brands and their agencies own the future through turning complex consumer data into actionable intelligence.

Our expertise is understanding what consumers worldwide want now and in the future and translating this into recommendations for brand management, product development, loyalty, customer service delivery and other key touch points on the consumer journey.

Foresight Factory publishes 300 pieces of content every month, made up of reports, innovations, data charts and commentary from our network of Trendspotters to our trends platform FFonline. Subscribers get a dedicated client analyst team, as well as access to Foresight Factory’s proprietary data. Ready to talk to us about how Foresight Factory could help your business?

This post has not been tagged.

Share |
PermalinkComments (0)

A Day in the Life of… Jonathan Dever, Sponsorship & Events Lead at PwC

Posted By The Marketing Institute, Wednesday 24 January 2018
Updated: Tuesday 23 January 2018

Jonathan Dever PwC

The Marketing Institute: What does a Sponsorship & Events Senior Manager at PwC do?

Jonathan Dever: My role is to support the achievement of PwC’s 3 year strategy by reinforcing our position as the leading professional services firm in Ireland while enhancing our client experiences. Through our sponsorship and events portfolio our goal is to enhance our reputation with clients and potential employees to increase consideration. Our thought leadership and networking events offer us a unique opportunity to engage with our clients and demonstrate our expertise in Tax, Assurance and Advisory services.

Therefore how we execute events is extremely important to us, we host over 150 events a year ranging in size from 40 to 400 people. In February we will be activating our Ireland U20s Rugby sponsorship as they face into their Six Nations campaign and onto the World Championship in France in May. Our focus will be on digital activations for 2018. I am lucky that I have a strong team behind me who I can rely on to execute our events to a very high standard.


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

J.D: Gaining international experience was key. Prior to joining PwC, I worked in Shenzhen, China for 3 years as the lead Marketing Manager for PCH, a supply chain manufacturing company. That exposure to new business cultures and insight into global professional operations gave me a greater understanding of the challenges and opportunities facing a global brand like PwC.

Starting out in my career, the five years I spent as a Sales & Marketing Executive with the Irish Greyhound Board were formative, the culture there very much “all hands on deck” when it came to getting a job done and this stayed with me as I progressed into management. It’s an ethos I foster within my own team.


MII: What is the biggest challenge you face in your role?

J.D: As a busy marketing department in a global professional services firm, balancing competing demands for our time and expertise, from across the business, can prove challenging. Planning and communication are key to ensuring that my team and I focus our efforts on campaigns that support the firm’s strategic priorities.


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

J.D: Adaptability – PwC operates in a complex, highly competitive environment. Events and opportunities can arise at short notice and it’s our job to ensure that we are in a position to maximize them, every time. With over 150 events annually and a growing portfolio of sponsorships effective time management is also crucial. Commercial acumen, not so much a skill as a trait is a huge benefit in a firm like PwC. We pride ourselves on bringing insight and expertise to our clients and I encourage my team to always strive to understand the “why”. Doing this ensures we deliver products, events and campaigns that exceed our stakeholder’s expectations.


MII: Describe a typical working day.

J.D: It’s a cliché, but the nature of the work that we do means that no two days are the same. An example of this is the fact that I have just returned from six days in Singapore for the PwC All-Stars tour.

Other days could start with managing a 7.30am client event in the firm’s corporate hospitality suite.  Most days I will sit with other senior members of the team, such as our PR, Content, Digital and Internal Communications leads to discuss one or more of our upcoming marketing campaigns.

We work closely with our global counterparts across the PwC network and are continuously brainstorming and sharing learnings.


MII: What do you love most about your role?

J.D: Without doubt, the variety. Every day is different and involves a lot of moving parts. There is always something new on the horizon and I love when we take on a new sponsorship, activate it and elevate it to something great.

Unsurprisingly with a firm whose reputation is built on excellence and professionalism, PwC has an amazing culture - the people here are some of the best I have worked with and working alongside so many capable experts is something I really value about the role.

It’s an exciting time to be part of professional services firm, the world is changing at a rapid pace and we are at the forefront of advising clients on how best to prepare for the future. Innovation is a key focus area and we have fantastic plans to introduce newer technologies such as augmented and virtual reality into our activations.


MII: Looking ahead, where might your career path lead to next?

 J.D: I thrive on the fast paced nature of my role and I definitely see myself staying in the marketing/sponsorship space. There are a lot of exciting projects in the pipeline over the next 1-2 years that I’m looking forward to managing and activating with my team. 


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

J.D: In PwC I am lucky to be surrounded by great colleagues who are invaluable when we execute our wider marketing campaigns. Two brands that I currently admire are AIG and Xiaomi. Obviously budgets are a factor when activating a sponsorship but I think it’s important to look what other brands are doing to differentiate themselves from their competitors. 

AIG have rolled out very creative activation campaigns for both Dublin GAA and the All-Blacks Rugby team over the past few years. Xiaomi a Chinese Electronics brand have really executed their brand ambassadors with great effect to increase market share. Now they have entered the European market it will be interesting to see what is in the pipeline for 2018. Where possible we will try to bring more innovative ways of activation over the next 1-2 years.

This post has not been tagged.

Share |
PermalinkComments (0)

A Day in the Life of... Radina Shkutova, Marketing Director at Heineken Ireland

Posted By The Marketing Institute, Wednesday 17 January 2018
Updated: Tuesday 16 January 2018

Radina Shkutova Heineken

The Marketing Institute: What does a Marketing Director of HEINEKEN Ireland do?

Radina Shkutova: I work with HEINEKEN Ireland’s Management Team to deliver against our overall targets.
We’re responsible for building a strong and diverse portfolio, driving outstanding innovations and achieving growth.  My marketing team is responsible for marketing the full brand portfolio (Heineken®, Orchard Thieves, Coors Light, Desperados and Murphy’s amongst others) to drive business growth. 

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

R.S: I started my career in account management with Publicis MARC Advertising in Bulgaria. Then I joined HEINEKEN Bulgaria, where I started in 2005, as junior brand manager on Heineken®. Over the years, I had different roles within marketing, being responsible for Heineken®, our international brands and our local strategic brands.  In 2013, I became the Marketing Director (HEINEKEN Bulgaria) and then joined the Irish Team as Marketing Director in 2016.

MII: What is the biggest challenge you face in your role?

R.S: Ireland has one of the strictest self-regulatory codes in Europe. We have huge respect for the marketing codes and rules and have successfully managed to adapt global strategies to local markets and translate our brand communications respectfully. At HEINEKEN Ireland, we don't just abide by the codes, we live by the spirit of the codes.
However, given the importance that the role of advertising plays in new product development and innovation, we do face challenges with the proposed advertising restrictions in the Public Health (Alcohol) Bill. I believe that a balance could and should be struck between promoting public health and safeguarding jobs and local business in our communities.  

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

R.S: Leadership is the first skill I think any person working at this level requires. That requires empathy, sharp agile thinking and a genuine spirit of collaboration. For me, leading a culture of innovation is key. It’s always been core to what we are and what we stand for. Our Murphy's Brewery in Cork will celebrate 162 years this year and without an innovation mind-set, such success would not have been possible. Marketing, and consumer habits change at a phenomenal pace - to be successful, we need to develop our products and marketing, in a way that’s predictive and responsive to their ever-changing needs. Finally, strong commercial acumen is key to driving profits and being effective.

MII: Describe a typical working day.

R.S: My days are very varied – this is part of why I love my job.  I work closely with my marketing team and our extended agency teams – helping them flourish in the development and delivery of exceptional marketing campaigns.  From working with the team to develop smart KPIs and pin-sharp evaluation methodologies to making decisions on one of our brand’s creative or strategic direction, there’s no such thing as a ‘typical working day.’ 

I work a lot with the team in Amsterdam, ensuring we’re aligned on, and driving our overall, shared ambitions. Working with the Management Team here in HEINEKEN Ireland, we also have frequent sessions to ensure our on-trade, off-trade, finance, corporate relations, customer service & logistics teams are all aligned and collaborating to achieve maximum success. 

MII: What do you love most about your role?

R.S: The people. Without a doubt, the best thing about HEINEKEN is the people. As a family run business, HEINEKEN has always had an incredible reputation as a great place to work - I feel privileged to be part of ‘the HEINEKEN family’.  What I also really relish about my role, is the opportunity I have, and the support I get, to really make an impact and see our people, and our brands, grow.  My role has afforded me opportunities to travel, to be part of an amazing, colourful, international culture and to work with some of the world’s smartest marketing minds. HEINEKEN has genuinely, as corny as it may sound, “Opened My World.” 

MII: Looking ahead, where might your career path lead to next?

R.S: For now, I am fully focused on our success in Ireland. We’ve recorded phenomenal marketing and sales successes and I’m committed to continuing to energise myself, and my teams, to ensure we continue striving for success.  

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

R.S: I’m fortunate to be surrounded by some of the best marketing and business talent in the world so I look to my colleagues here in HEINEKEN first.  Outside of HEINEKEN, there are many people that professionally inspire me including Jeff Bezos, CEO and Founder of Amazon – it doesn’t get more consumer-centric than Amazon. I’ve always admired Irene Rosenfeld, the recently retired CEO of Mondelez International. With a marketing background, her leadership helped Mondelez become the world’s greatest snacking companies.  When she retired she said that she “was most proud of the ethos she created whereby individuals care about one another, they have each other’s back and they care about the world they live in.” I think that’s inspiring.

Click here to view all Day in the Life features.

This post has not been tagged.

Share |
PermalinkComments (0)

A Day in the Life of... Michele Filippi, PR & Marketing Consultant at MF Communications

Posted By The Marketing Institute, Wednesday 10 January 2018
Updated: Tuesday 9 January 2018

Michele Filippi

The Marketing Institute: What does an Independent PR and Marketing Practitioner do? 

Michele Filippi: I became an Independent PR & Marketing Consultant in 2003. I had just returned to Belfast after several years working in Dublin, first as an Account Director for a PR Agency specialising in corporate and agri-business and then in-house as Group Communications Manager for UDV Ireland Group, (now part of Diageo Ireland.)

The perspective gained on both sides of the agency table gave me the impetus to set up MF Communication. I wanted to offer a different service experience for clients, an experience that would be based on a consistent, close working relationship with a senior, professional adviser but with access to a seamless network of additional and complementary experts as and when required.

Working in-agency gave me a breadth of industry knowledge across a diverse range of business sectors. The in-house experience with a world-leading global plc, renowned for its world-class brand marketing, was invaluable in growing my knowledge and expertise in marketing communications.

Armed with this specialist knowledge and great contacts especially in the B2B, agri-food and professional services sectors, I leverage these in what I do for clients. Today I am helping global brands and plc’s, as well as not-for-profits and local businesses on various PR and marketing strategies and programmes, from corporate social responsibility and sponsorships to brand reputation management, media relations and stakeholder engagement. I offer access to a network of specialist associates on an all-island and pan-UK basis; collaborating across borders and across-disciplines on my client’s behalf. I help them tackle the challenges and opportunities of communicating with key audiences in today’s complex media environment.

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

M.F: After graduating from Queen’s University with an Honours Degree in English Literature and Italian, I knew I wanted to work in a business environment where I could use my flair for writing. Public Relations and Marketing offered that creative outlet. I gained a post-graduate Certificate in PR, Advertising and Marketing and became a trainee with my first employer in the growing NI PR industry. As I climbed the career ladder I obtained the Chartered Institute of Marketing Diploma and progressed to Account Director with an international PR agency.

The move to Dublin was extremely valuable in developing a wider network of contacts and the chance to work with larger organisations and across markets. Moving in house and joining UDV was a fantastic experience. My role encompassed internal communications within the context of the business organisational change and HR strategy and external communications as well as global PR strategy for the Baileys brand.

The relocation to Belfast for family reasons was the nudge I needed to leave the corporate world and go out on my own.


MII: What is the biggest challenge you face in your role? 

M.F: Working for yourself can be challenging in so many ways. You have to multi-task and be multi-skilled. The communications industry has changed vastly over the past decade. You need to be constantly on your toes, proactively keeping your professional skills and competency up to date for the clients you are advising. At the same time, you must know how to run a business and develop it for the longer term. Tapping into a good professional network means we can lift the phone and meet for a coffee to bounce ideas around and work through solutions for clients. The service sector has had its up’s and down’s, so you must learn to withstand peaks and troughs and manage demand with capacity. I run a lean, agile and flexible business so it is easier to adapt.

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

M.F: Without stating the obvious, communication skills; strategic thinking; creativity grounded in sound marketing insight; a thick skin; self-reliance and finally discipline and drive. There’s no sick pay, annual leave or a steady pay cheque at the end of the month. It’s all down to me. But that’s what makes it so rewarding.

MII: Describe a typical working day. 

M.F: Unless there is something urgent I have to do for a client, first thing, I will catch up on news, media coverage and the issues and topics I am monitoring. I’ll progress client projects during the course of the day. This might include meetings with clients or suppliers, attending events or photo-calls, writing and organising future activities; liaising on the phone. I also have to try and schedule time for my own PR and marketing otherwise it’s a case of the cobbler’s children going barefoot. I’ve been working on a new website and I enjoy writing stories for the blog. I’m also Secretary of the Guild of Agricultural Journalists so I am involved in co-ordinating events for members as well as attending them. We get to visit some great agri-food companies such as Mash Direct and the All-Ireland AGM was held at Aldi’s distribution headquarters outside Dublin. One of the perks of being self-employed means I can see my sons when they finish school – even if it’s for 5 minutes to put the kettle on before I go back to the office.

MII: What do you love most about your role? 

M.F: I love the variety that a consultancy role provides. I get great satisfaction from seeing a job come to fruition for a client and producing the results we set out to achieve. I am very fortunate to be doing something for a living that I love. I have managed to overcome a lot of my insecurity about being self-employed. I have learned to embrace the flexibility and scope it gives me for self-fulfilment.

MII: Looking ahead, where might your career path lead to next? 

M.F: I am enjoying what I am doing so I will be continuing to develop and evolve MF Communication. Maintaining my Accredited Practitioner status with the CIPR helps me keep my skills, expertise and professional practice up to date and relevant. I am always on the look-out for strategic alliances and the opportunity to collaborate with the right kind of people who can complement what I do for the benefit of clients. I am also always interested to hear from new clients who are looking for a fresh approach to their PR & marketing.

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

M.F: Firstly, I have been inspired by the female business owners that I worked for early on in my career. They were talented, creative women who had the courage to set up their own businesses and helped me progress. My husband is a great mentor. As a senior HR professional, he’s had lots of practice at listening and coaching. He helps me work through problems and reach decisions. But perhaps most of all clients inspire me. They set the challenges, they provide the opportunities and when you are fortunate enough to work with clients who give you the freedom to achieve within agreed parameters, you really can flourish in your role.


To get in touch with Michele visit or email


If you are a Member of the Institute and would like to be featured in the Day in the Life series, please email Gaelle at

View all Day in the Life features

This post has not been tagged.

Share |
PermalinkComments (0)
Page 23 of 67
 |<   <<   <  18  |  19  |  20  |  21  |  22  |  23  |  24  |  25  |  26  |  27  |  28  >   >>   >| 

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