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RWC on the horizon as Best Joins Onside Panel

Posted By Onside, Wednesday 8 May 2019
Updated: Tuesday 7 May 2019

Rory Best Onside

With just 19 weeks until Ireland’s first game against Scotland at the 2019 Rugby World Cup in the International Stadium in Yokohama, an indication of the large footprint of early public interest in the quadrennial tournament is evidenced in the 56% of adults in Ireland already expressing interest in the landmark event, according to new research from sponsorship experts ONSIDE.

And as 3 in 10 Irish adults are already revealing high levels of anticipation for the tournament in Japan, the new research flags that for sponsors looking to stand-out around the event, their brands will need to really up their activation game plans.  John Trainor, CEO of ONSIDE, notes that “our most recent research found 57% of Irish adults are asking for sponsors to go beyond putting their name on something and to interact with fans in more creative ways.  Now, more than ever, fans want sponsors to help them experience real, rather than digital, life experiences through their sponsorships, and sponsors that really understand this will get an advantage in this increasingly competitive space, particularly those reaching out to young adults”.

ONSIDE’s quarterly sponsorship monitor saw Six Nations’ new sponsors Guinness and Irish Rugby Team main sponsors Vodafone top the poll of Ireland’s most admired sports sponsors in Q1 2019, while IRFU partners Aldi also showed significant gains in the latest market overview.

The new research comes on foot of the ONSIDE team announcing the appointment of Irish Rugby Captain Rory Best, as a senior consultant on its sports advisory panel, alongside GAA star Joe Canning and Jon Long, former head of strategy at the International Cricket Council.

The advisory role will see Rory Best, who recently announced his plans to retire from rugby post this year’s Rugby World Cup, link up with the leading sponsorship and research experts, as part of plans to uncover breakthrough new insights around how sports and sponsorships impact sponsors businesses and brands and those of sports organisations and personalities.

Best said: "As I look ahead to my time post playing rugby for Ireland and Ulster, I’m extremely excited to get behind the ONSIDE team to help their strong ambition to develop world class solutions in sports intelligence. ONSIDE has already built a strong reputation for itself in the sponsorship game and I can identify with how this unique data driven approach can play an important part in the future of sports business in the decade to come.”

ONSIDE Founder John Trainor, added: “We are delighted to welcome Rory as a strategic advisor at ONSIDE.  His perspectives in particular in Rugby and Leadership are exceptional, and he will be an important part of the expert advisory team being built at ONSIDE to make game changing impacts on the outcomes of our client’s strategies and investments.”


ONSIDE is a pioneering consultancy specialising in Sponsorship & Research Services in Europe. With extensive experience in independent insights, negotiation, activation, measurement and analysis the Dublin based operation bring synchronised intelligence and objectivity to ensure sponsorship advantage for many of Ireland and Europe’s Top sponsors. 

With a proven track record and strong industry experience in a cross section of sectors, ONSIDE is currently feeding into the marketing and sponsorship decision making of circa €50m+ of spend – working on many of Europe’s premier sponsorships – on sporting, music, cause-related, broadcast and other platforms

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A Day in the Life of... Jerry Crowley, Marketing Manager at Johnson & Perrott Motor Dealerships

Posted By The Marketing Institute, Wednesday 8 May 2019
Updated: Tuesday 7 May 2019

Jerry Crowley

What does a Marketing Manager at Johnson & Perrott Motor Dealerships do?

I am responsible for all marketing activities for our eight franchises and three dealerships, this includes activity across our Sales, Service, Parts & Bodyshop departments. It’s a challenging role in a highly competitive industry and one that involves being able to move fluidly across both traditional and digital channels in order to reach customers.

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

A passion for the industry, education and a little bit of luck all played a part. I completed a Bachelor of Business Studies from CIT and then a Masters in International Management from Oxford Brookes University. I knew at this point that I wanted to start a career in marketing, and I was lucky to get my start in the automotive industry while the Celtic Tiger was at its peak. Since then I have worked with brands such as BMW, MINI, Land Rover, Peugeot and Ford. In my current role I have added SEAT, Honda, Volvo, Jaguar, KIA & Opel to that list.
I firmly believe in education and the power of networking, to that end when I moved back to Cork I volunteered as a committee member for the Cork branch of the Marketing Institute of Ireland and regularly attend marketing events and seminars. I also recently went back to college to get an MBA from the University of Limerick and for a time lectured in marketing at the Cork Institute of Technology.

What is the biggest challenge you face in your role?

The motor trade is unique in many ways and has recently experienced a paradigm shift in both its use of technology and buyer behaviour. The term disruptive innovation certainly applies - where new technologies displace old, while simultaneously creating new opportunities. My biggest challenge is to react to this and help communicate our products, services and the new ways of ownership to our customers. The market is constantly evolving, making it a challenge to keep apace and not confuse our marketing message.

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

You need to be flexible and be willing to do whatever it takes to get the job done. This involves everything from involvement in high level strategy meetings, to hammering stakes at a trade show. You must also be able to multi-task efficiently and not be afraid to make hard choices. I have also found my love of learning is a great asset, particularly as I find my role keeps changing. Without regular upskilling I believe I would swiftly be at a disadvantage.

Describe a typical working day. 

A typical working day can start at any of our dealerships as I ensure to maintain a presence at each location weekly. The first hour or so of the day is then spent working my way through emails and social media. After that, the day becomes a little more flexible as it depends on what’s considered a priority for that week. We often have events, sponsorships and campaigns running so it is important to check in to review metrics and ROI. There are two of us on the marketing team and we collaborate daily to ensure there is no crossover. It’s a balancing act as we have to ensure that our company and the eight franchises we represent get equal attention and that for each, we are on track to achieve their targets.
Recently we have been spending a large amount of time on content generation for the creation of a new group website along with integrated SEO and supporting digital campaigns. We are also planning for the opening of a new dealership for Volvo in June, (following on from the successful launch of a new dealership for Jaguar Land Rover last September). Naturally as we get closer to the license plate changes (192 in July and 201 next January) more time will be spent knuckling down into seasonal marketing campaigns for new car sales across both traditional and digital channels.

What do you love most about your role?

That every day is different to the last! With this role, there is great autonomy and I love the challenges it presents. I also have an innate love of both technology and motors, fortunately the motor trade is one which marries both and allows me to work in an industry for which I have a genuine passion.
*Note: This year, our company won the “Great places to work” and “Deloitte's best managed company” awards. On top of that it has a very strong CSR program and places an emphasis on training as a priority. This level of support greatly enhances the role.

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

The motor trade will always need good marketing. With all the current and upcoming changes, from ownership models, electrification and the rise of autonomous vehicles, there will be plenty of opportunity to grow within it.

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

There is no one person but certainly the people I work with, and for, have often (and I assume will continue to be) been role models and have taught me much over the years. I also read and follow the material of many influencers globally from both outside and within the motor industry. I try to take a little from each of these and replicate what best suits the task on hand.

Tags:  BMW Ireland  Ford Ireland  Honda Ireland  Jaguar Ireland  Johnson & Perrott  Kia Ireland  Land Rover Ireland  MINI Ireland  Opel Ireland  Peugeot Ireland  SEAT Ireland  Volvo Ireland 

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Maggie Timoney named as recipient of All Ireland Marketing Champion award

Posted By The Marketing Institute, Wednesday 1 May 2019

maggie timoney

Dublin, 1st May 2019: The Marketing Institute of Ireland has announced that Maggie Timoney of Heineken USA is the recipient of the 2019 All Ireland Marketing Champion award.

The award will be presented on Thursday 16th May at the All Ireland Marketing Awards gala dinner in the Clayton Hotel, Burlington Road, Dublin. Almost 900 marketing professionals will gather to honour 90 shortlisted finalist companies, selected from among hundreds of entries, who are competing across 18 categories, making up what is a showcase of Irish marketing achievement. The award winners will be announced on the night by RTÉ’s Bryan Dobson.

Maggie Timoney, a native of Ballina, Co. Mayo, is President and CEO of Heineken USA.

Prior to her current role, Maggie was CEO of Heineken Ireland, where she over-delivered on volume, revenue, profit and market share targets while accomplishing year on year increases in employee engagement.

Having started with Heineken USA in 1998 as a National Sales Planning Manager, Maggie transferred to the Netherlands in 2001, where she held multiple global roles. After a period as GM of Heineken Canada, she returned to Heineken USA in 2010, as Senior VP of Human Resources.

Before joining HEINEKEN, Maggie worked at Sound Distributing, an Anheuser-Busch wholesaler in the Bronx, New York and held several commercial positions from 1993 to 1998, including three years as Vice President of Sales.
Maggie is a graduate of Iona College in New York, receiving both her Bachelor of Arts and Master of Business Administration degrees. While at Iona, she starred for the women’s basketball team and later went on to captain the Irish Women’s National Basketball Team. Maggie currently resides in Connecticut with her husband and two children.

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AIM Awards 2019: Meet the Judges

Posted By The Marketing Institute, Wednesday 1 May 2019
Updated: Tuesday 30 April 2019

With just over two week to go until the AIM Awards 2019 gala night on Thursday 16th 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.


Nuala KroondijkNuala Kroondijk 

Head of Marketing for Business & UK, AIB

Nuala Kroondijk is Head of Marketing for Business & UK in AIB where she is obsessed about putting the customer first and delivering great customer communications. She began her career in the drinks industry with Cooley Distillery working on their Single Malt Irish Whiskey brands Tyrconnell and Connemara. She then moved into the food industry  in 2006 where she worked for Chivers Ireland and Premier Foods Ireland on brands like Erin Soups, Bisto and McDonnells Curry Sauce. In 2012 she joined AIB and has held various roles within Group Marketing ranging from Marketing Manager for Sponsorship to Head of Acquisition.  


James GillepsieJames Gillespie

Senior Account Manager, Mintel

James is a Senior Account Manager at Mintel, managing client relationships with some of the world’s largest companies across the food & drink, retail, fashion and financial services sectors. Primarily based in the UK & Ireland he has also recently been working in the UAE.
Prior to joining Mintel, James worked in consultancy for global market research agency Ipsos and within the economic analysis division of RSM.




Pat StephensonPat Stephenson

Founder + Head of Account Management, Boys + Girls 

Pat has 20 years’ experience in Ireland’s leading advertising agencies, working with some of the biggest and best clients and creating campaigns both at home and internationally. After studying Greek and Roman Civilisation, he followed that well-trodden path into advertising, starting out at Ogilvy and Mather in 2000. Following this, Pat moved to McConnells back when it was the biggest and best agency in Ireland in 2002 and moved from Account Manager to Deputy Managing Director in the process. 
Then in 2009, Pat together with 5 other partners set up Boys + Girls which has since gone on to become Ireland’s largest independent creative agency. In that time, Pat led the Three business since the start - going from zero creative awards to the most awarded client account in the country. He has collaborated on award winning work for Powers Whiskey, Digicel, McDonnells, Redbreast, Fitbit and Irish Heart Foundation amongst many others.
 Pat is also a former Board Member of Institute of Advertising Practitioners in Ireland and the Marketing Society of Ireland. 


Paul cartonPaul Carton

Head of Consumer Brand, Vodafone Ireland

Paul Carton is the Head of Consumer Brand with Vodafone Ireland having joined the company in 2015 as Digital Marketing Manager, before taking on the role of Head of Digital in 2017. Prior to Vodafone, he worked as a Strategic Planner with In The Company of Huskies, helping to lead brand and creative strategy for the agency’s key clients and new business pitches. Paul also worked at Google, where he worked with large Luxury and FMCG clients in the UK and Europe, helping them evolve their brand building efforts for a digital age. Paul spent three years as a producer and marketeer across a number of arts organisations, including CoisCéim Dance Theatre and the Dublin Fringe Festival. 
Holding an undergraduate degree in Drama from Trinity and an M.Sc in Marketing form Smurfit Business School, Paul’s experience of working agency, media supplier and client side has enabled him gain a 360 degree understanding of the marketing and advertising industry both in Ireland and the UK.


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 seventeen year’s experience in marketing and holds an Honours Degree in Business Studies and Marketing. 


Nicky DoranJohn Boyle

Director Business Development & Marketing, William Fry

John Boyle is Director of Business Development and Marketing at William Fry, one of Ireland’s leading corporate law firms with offices in Dublin, London, San Francisco, Silicon Valley and New York. Prior to this John was CMO at PwC Ireland where he led the overall business development and marketing programme for their business in the Irish marketplace. An experienced Financial Services marketing practitioner, John held senior marketing posts with both Bank of Ireland Group and RBS / Ulster Bank and is a member of the Marketing Institute of Ireland.


Jan RichardsJan Richards

Head of Insights & Planning, Dublin Airport

Jan is responsible for managing the daa/Dublin Airport Insights & Research programme, Voice of the Customer/Voice of the Employee programme, brand positioning strategy & measurement, and is proud of her key ‘ambassador’ role in developing and launching an organisational values programme that now has over 100+ Values Ambassadors actively involved. She champions the Dublin Airport Passenger Experience Journey Understanding and Management programme and is a frequent speaker at international CX events, and was a judge at the inaugural International CX Awards 2018 in Amsterdam and of the Irish Marketing Institute CX Award 2018 & 2019. Dublin Airport is the joint winner in its category of European Airports in the Airports Council International (ACI) World Airport Service Quality (ASQ) awards 2018.

Previously, Jan was the Senior Planner with MCCP, a Planning and Insights agency, was Planning Director of Owens DDB - part of the global DDB network, a founder director of DDB Budapest, and had her own research agency.


Gerard TannamGerard Tannam

Strategic Brand Builder, Islandbridge

Gerard, a strategic planner and brand builder, has a soft spot for the all-important but often ignored customer. He set up Islandbridge Brand Development in 2004 to work closely with clients to develop a strategic brand framework and tool kit which helps them build new relationships and strengthen existing ones, gain competitive edge and grow their business.
Islandbridge has built bridges to market with Clongriffin Town, Atlantic Projects Company, Advanced Manufacturing Ireland, Cathx Ocean, McGowan Print, and Maldron Hotels.



We'll be introducing more judges next week!

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A Day in the Life of... Tara O'Rourke, Head of Brand Marketing at Coca-Cola Hellenic

Posted By The Marketing Institute, Wednesday 1 May 2019
Updated: Tuesday 30 April 2019

Tara O'Rourke Coca-Cola

What does a Head of Brand Marketing at Coca-Cola Hellenic do? 

Working with a fabulous bunch of talented people, cross-functionally in our business and externally across a network of agencies, suppliers and customers.  Essentially everything I do is centred around solving a business challenge or problem with a clear set of actions that form the Plan.  Overall my Team is responsible for delivering sustainable profitable growth for our brands on the island of Ireland.  We develop strategies and campaigns with the goal of reaching the hearts and minds of consumers and engaging in a positive and relevant way.  It is easier to stay in peoples’ heads if you reach their hearts. In addition to creating an emotional connection with our brands my role involves creating a strategic vision, building unique positioning, a sustainable competitive advantage, an innovation pipeline and digital development.  

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

My real door opener into FMCG was a move to Client Account Management in Nielsen. It helped me to develop a thorough understanding of the drivers of business success, gave great exposure to a wide range of blue-chip companies and well-known household brand names like Cadbury, Heineken, Denny and Dairygold and led to a number of roles in Kraft Foods Ireland and Coca-Cola Hellenic. International project experience has taken me to interesting places as far away as Australia, Russia, Greece, Hungary, Slovenia, Poland and Switzerland or closer to home in the UK, France, Germany and Vienna. 

What is the biggest challenge you face in your role?

Keeping a brand front of mind with a meaningful point of difference in this competitive noisy world we live in. People lead busy and complex lives, so we have an increasingly small window of opportunity to draw people’s attention to our brand or our latest campaign.  To have any cut-through, we need to be really clear about what we want people to recall and what attributes or information we want them to associate with our brand. When a brand has made it to household name status, it is so important to maintain the popularity and reputation of that brand, but this is not an easy job. Even a great brand needs investment and care if it is going to retain its relevance and vitality.  As marketers, we’re all here to drive sustainable growth for our business, so brands leading in innovation and disrupting the conventional ways of doing business tend to win. In today’s world, we know that to sustain future growth, brands need to be seen to improve the life of a consumer in a relevant way.  Therefore, a brand’s share of voice should be prioritised just as much as its market share. It is also vital to ensure spending is being used effectively. For example, if a brand campaign is not driving awareness, search, and social commentary better than its competition, then the first step is to find out why.  If a brand is already salient, then alternative growth strategies could be considered in order to decide what activities will maintain relevancy and growth.

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

Listening and observing with curiosity is incredibly important!  It all starts with understanding the why, then moves to building the strategic plans based on the how. Storytelling, inspiring and engaging your audience is essential. You need to be able to capture, interpret and apply consumer, shopper and customer and market insights to brand communications, positioning and decision making. Excellent commercial and financial acumen definitely helps with business cases as does developing and maintaining strong relationships and clearly communicating on many levels.  As a leader you need to build your team of talent by being visionary, creative, persuasive and foster innovation while keeping highly motivated, results driven and exceptional at time and resources management and planning.  Continuous professional development and keeping knowledge refreshed is important. I always recommend strengthening skills over time with ongoing training. 

Describe a typical working day.

The beauty about Marketing as a career is that a typical day does not really exist. The variety is fabulous. One day I could be discussing TV copy or a packaging design brief with my Creative Director, sampling a range of flavour formulations with my team for a new concept or meeting with one of our Rugby Sponsorship partners to discuss event activation.  Yes, there are routines set up for weekly, monthly and quarterly business performance review meetings.  We tend to work on a constantly rolling business planning cycle. Currently we are in the Long-Range Strategic Planning phase focussing on 2025 and the longer term. We will then move into annual business planning for the next 3-5 years and specifically focus on fleshing out plans for 2020.   We all know it is important to switch off from it all and recharge in order to be our best.  To clear my head in the mornings I’ve started meditation which is really helping.  To unwind in the evenings, I’ll meet friends for a long walk, a good film or a large glass of wine! 

What do you love most about your role?

 Having a real passion for developing iconic leading brands, I love working with them along with my team.  As we own our own brands I am lucky that allows the creative freedom to shape the strategic vision of our brands and the direction of the business, to create strong, memorable and consistent brands that stand out from the crowd, impact hearts as well as minds and ultimately drive business success in terms of sustainable growth. 

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

People who shine, stand out in a positive way and have made a real difference. Those who have made something of their lives, despite all odds and those who have turned around a crisis into an opportunity can blow me away.  Inspiration is everywhere - from the words of my favorite writer to those of a global leader or a colleague in the office.  You just need to open your eyes. In the strangest of places thoughts on how to develop a new concept, improve a process, create a more effective team, or a marketing opportunity may strike.  I get inspiration from finding humanity and often the most simple things can inspire the most. As a little girl I remember my folks teaching me about integrity, perseverance and your personal best. One Summer I recall being upset for what I saw as a failure of being last in the Community Games swimming race. However, my parents pointed out that I had achieved third place out of the entire Community, that I would be getting a medal (albeit bronze) for this achievement and that I must always strive to beat this personal best next time round.  It is important to surround yourself with people who inspire you. I’m lucky in that I’ve grown up in a very close family with two super smart sisters. Sometimes I find it helps to talk to others to get ideas about what gets their creativity juices flowing. I look at past and current colleagues and industry peers and find inspiration in what they have achieved.  At Coca-Cola we always say it is the amazing group of talented people we work with. We raise the bar and aim for Best in Class in everything we do. On the global stage reading the work of leaders, online blogs, books, quotes and simple poetry by Rumi are great for inspiration. Studying successful people definitely helps spark creativity. Recently I read a short little blog by Jacob Share ‘Inspired by People’. It outlines how everyone has people that have inspired them to do something better, higher, faster or simply to do something. Another source I look to is Mindvalley a company focused on “unleashing the full potential of humanity”.

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

Today’s fast paced world means we are constantly learning, evolving, experiencing and embracing change. My current path is focused on being more agile and developing a growth mindset of never failing but always learning.  I want my next step to lead to a role with greater responsibility in terms of team and deliverables. I’d like to broaden my remit to cover a greater business responsibility, territory (Europe/Global) or budget.  In the meantime, I’m in the midst of a Digital Selling Diploma. As Marketers traverse a whole new host of technologies, in the form of Artificial Intelligence (AI), Augmented Reality (AR) and Virtual reality (VR) technology, we need to be clear on our branding to work out how to translate our offering to these new platforms and ultimately achieve business growth online.


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