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A Day in the Life of... Roisin Field, Advertising & Digital Content Lead at Ulster Bank

Posted By The Marketing Institute, Wednesday 16 August 2017
Updated: Tuesday 15 August 2017

roisin field ulster bank

The Marketing Institute: What does an Advertising & Digital Content Lead at Ulster Bank do?

Roisin Field: My role is to work with the Head of Marketing to build the advertising strategy for the bank. This means building the brand and promoting our key products in the market. This involves working with two main groups of people; key decision makers across the business and then with our agencies to develop and implement campaigns.


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

R.F: For the past 12 years I’ve worked in creative agencies in Dublin (Strategem, CKSK & Guns or Knives) and in London at JWT, across a wide variety of industries and in both local and international markets. I recently decided to make the move out of creative agency and into my current client slide role to broaden my experience, learn new skills and challenge myself in a new way.


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

R.F: Adjusting to the different culture, as it’s a little different to agency land. Also learning to navigate the ins and outs of the world of banking. After 12 years in agency I wanted to learn a different side of the business and take control of a brand.


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

R.F: You need to be a good communicator and have strong relationship building skills to be able to rally the internal troops to support your plans. I can bring my experience in brand building and communications to the table but I need to be able to present plans clearly, with confidence and energy to ensure my key stakeholders buy into and support the plans. I also think you need to love what you do and if you’re passionate about it is easier to motivate others.  


MII: Describe a typical working day.

R.F: My job means I can be working on anything from long term brand positioning, to day-to-day campaign execution, to participating in internal working groups and meetings.

Every morning, after I have gone through my email I take twenty minutes to do a quick WIP with my team to ensure they have the required support for the day ahead and so they know where I am for sign-offs etc. I tend to move between my base in Central Park, our Georges Quay office and the agencies for meetings so it’s important my team can get me when they need me.

The rest of the day is generally a mixed bag & no two days in UB are the same.  I can be attending internal or external meetings, writing briefs or internal papers, attending training courses, coaching my team or being coached by my line manager. There is great variety to the role and as I am still relatively new there is always someone new to meet or something new to learn about.


MII: What do you love most about your role?

R.F: That I am constantly learning. It’s a new brand for me to get under the skin of but also a new role so I’m constantly adapting the skills and experience I have built over my career in agency to this new role and environment. Banking is a changing industry with a lot of exciting opportunities and innovation so being part of that is very exciting.


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

R.F: Who knows! I am only 4 months into this new chapter and it’s been a big change so far.  As I’ve said, I’m learning all the time and being challenged in new ways which is both exciting and rewarding. We’ve recently appointed a new creative agency and I’m looking forward to working with them and seeing how we can build the Ulster Bank brand.


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

R.F: I’ve been lucky enough to work with some amazingly talented people throughout my career. My first boss and mentor Carole Ann Clarke is definitely someone I still turn to for advice and inspiration, as are the close friends I’ve built in the industry. I think it’s important to look to those along side you treading the same paths and not just those who have gone before you.

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The State of Online and Mobile Retailing in Ireland

Posted By James Wilson, Mintel, Wednesday 16 August 2017
Updated: Tuesday 15 August 2017

online and mobile retailing

Mintel’s latest Online and Mobile retailing report examines the online and mobile retailing sector in Ireland through exploring the issues that are fuelling and affecting its growth. The research reveals that the increased usage of mobile devices, uptake of mobile payment platforms and consumers switching to purchasing digital versions of physical goods, such as music and movie streaming services, will contribute significantly to growth over the next few years as consumers look to access content from anywhere and at any time.

Below, James Wilson, Research Analyst at Mintel, answers some of the key questions addressed in the report.


How is the online and mobile retailing market performing in Ireland?

The value of online and mobile retail sales is estimated to grow by 18% on an all-Ireland basis between 2016 and 2017 to reach €10.4 billion in 2017. This equates to an average online spend of €1,577 per capita for each of the island of Ireland’s 6.58 million population. Looking at the regions, online and mobile retail sales in RoI will grow at twice the rate of NI between 2016 and 2017. Thus, in 2017, RoI will account for 82% of total online sales on the island of Ireland, some €8.4 billion, and NI for the remaining 18%, €1.8 billion.


What factors are driving growth in the market?

The increase in average spend per person and high device ownership are helping to drive value growth in online retail sales on the island of Ireland. Furthermore, the improvements to broadband provision and mobile internet infrastructure, and uptake of online payment platforms are increasing the ease with which consumers can buy goods online. The strong growth in online shopping indicates that Irish consumers continue to take advantage of convenient purchasing channels that better fit into their busy lifestyles. As this will continue over the coming years, retailers will need to ensure they have the appropriate infrastructure in place to cater for growing demand. This will help to not only maintain but grow consumers’ confidence in buying goods online, potentially resulting in more of them doing so and thus growing the overall value of the market.


How do you predict the market will fare in the future?

Growth in the value of online and mobile retail sales will remain strong over the next five years, rising by 54% on an all-Ireland basis between 2018 and 2022. This will take the value of the market to approximately €18.5 billion in 2022.


Where are consumers choosing to shop online and which devices are they using?

Irish consumers show a strong preference for shopping online at home. Laptop and desktop computers are the devices that Irish consumers are most likely to use to buy goods when shopping online at home. Within the regions, women in NI are more likely to use smartphones to purchase goods online, while RoI women show a preference for tablets, making these the second most popular devices for shopping online at home behind desktop and laptop computers. Adopting a regional approach for each device can help brands to more effectively reach Irish women and help to drive sales occurring via mobile devices.


What are the opportunities for brands to appeal further to these consumers?

With Irish consumers primarily making purchases via mobile devices at home, it is likely that they are doing so while engaging in other activities, such as second screening when watching TV for example. This indicates that there may be external stimuli (eg TV ads, other person) within the home that are prompting consumers to make a purchase. Brands could look to better understand what activities and programmes consumers are engaging in when or just before they make a purchase online via mobile devices. Indeed, this will help brands to better tailor the promotion of their products and services and thus help to boost impulse sales occurring online.


What are consumers buying online?

Clothing, footwear and accessories are the most popular items that Irish consumers buy online. Despite the strong growth of online streaming services, Irish consumers are still more likely to buy physical copies of books, CDs, DVDs and video games compared to digital versions. Groceries are still much more likely to be bought online by consumers in NI than by those in RoI. Indeed, Mintel’s Grocery Retailing: Brand vs Own-label Ireland 2016 Report shows that consumers in RoI are more likely than their NI counterparts to do their main grocery shopping in-store. This reflects that online shopping remains underdeveloped in RoI compared to NI due to the low level of retailers offering this service outside of the main urban areas in the region (eg Dublin and Cork).


What would shoppers pay more for?

Around eight in 10 Irish consumers would be willing to wait for deliveries if it means cheaper or free postage. This indicates that despite retailers investing in quicker delivery methods, price of delivery is more important to Irish online shoppers. However, one in five want faster delivery and would be interested in paying an annual or monthly postage fee to ensure the goods they order online are delivered the next day. Over a quarter (27%) of NI and 28% of RoI consumers are also interested in having packages delivered by drone, indicating that there is demand for more innovative and flexible delivery methods that will enable consumers to receive their goods at a time and location that suits them.


mintel online retailing



As a research analyst with Mintel, James researches and writes in the retail, technology and leisure sectors for Mintel’s Irish series of reports. His specialist areas include all things digital with a focus on social media and consumer shopping habits. He has featured in radio interviews and national publications such as The Times.

Mintel’s Online and Mobile Retail, Ireland, 2017 report is available to purchase, for more information on this report and how Mintel can help your business, contact Ciara Rafferty, Director Mintel Ireland on +44 (0)28 9024 1849 or

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A Day in the Life of... Michele Griffin, Commercial Director at the RDS

Posted By The Marketing Institute, Thursday 10 August 2017
Updated: Friday 4 August 2017

michele griffin rdsThe Marketing Institute: What does the commercial director at the RDS  do?

Michele Griffin: The role of commercial director at the RDS  involves revenue responsibility for the RDS Venues. This includes Key Account Management with the sales team for customers in conferencing, exhibitions, sports, concerts, exams and special events; I work with the Marketing team on venue marketing & brand development and evolving Sponsorship and Revenue Optimisation opportunities at the venue. Catering & hospitality are core ancillary revenue streams and with our partners RDS Hospitality (RDSH) we have launched a number of  new packages in the marketplace and this innovation has been very well received.


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

M.G: I started life as a teacher and taught for 2 years full time and then moved to work with Dublin Zoo to head up their education department, and later moved into the business side of the Zoo as Commercial Director. I was a Member of the Management Team that transformed Dublin Zoo from a state-subsidized attraction to a self-financing modern Conservation Park.  The commercial portfolio gave me great insight into running a visitor attraction with a not-for-profit ethos and saw me working across gate admissions and ticketing, retail, catering, sponsorship and associated activities marketing, education, volunteer & outreach services.

A relocation to my home county of Cork presented an opportunity to work with University College Cork (UCC) as their Director of Development at the Cork University Foundation; this involved  raising donations annually from corporates, individuals, Trusts and Foundations to underwrite capital and strategic projects at the University. A subsequent return to Dublin involved a move to the Irish Management Institute (IMI) as Director of Membership & Marketing at the IMI, prior to commencing working here with the RDS!


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

M.G: The Event Industry sees daily challenges as you can imagine, bringing a large scale exhibition or conference ‘to life’   as the RDS  seeks to work with our customers to make their event ‘extraordinary’ – and our recent venue re-brand captures this spirit. As Ireland’s busiest venue, the  RDS  positions itself as the venue of choice. Meeting customer expectations that will deliver an exceptional and extraordinary event carries its own pressure! Fortunately, the RDS have a superb team in place with strong event experience, so we are well positioned to meet the challenges of the 500 events that happen here annually.


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

M.G: Knowledge of the events industry is essential and an appreciation of the process from concept to planning and execution of an event are core parts of the job; my commercial skills have been honed over the years and the RDS presents an abundance of opportunity to grow, develop and innovate from  new and existing revenue streams. As a person, I’m capable and robust, so that comes into play as the venue operates a busy events calendar annually.


MII: Describe a typical working day.

M.G: A typical day is punctuated by activity that ensures the venue will achieve its commercial revenue target for the year and the commercial team at the venue are 100% focused on that goal.

To illustrate a typical day, I’ll talk through today - a typical day in August prior to our biggest annual event – the Dublin Horse Show, where I hold several commercial responsibilities.

Early morning started with a sponsorship meeting:  with an annual Dublin Horse Show sponsorship budget close on €1 million, the sponsorship team meet daily to ensure delivery of the activation packages promised and as the Dublin Horse Show seeks a new ‘’title sponsor’’ significant work is being undertaken on that front in 2017. Next stop was a staff briefing on the Horse Show; followed by a series of other meetings &  interactions with staff on the media centre, hospitality and trade stands at the show, signing a large event contract (the culmination of 2 years work)  and finally writing this article for The Marketing Institute!


MII: What do you love most about your role?

M.G: The RDS are re-developing the main arena and we are working currently with a Naming Rights partner to assist funding this; in addition to seeking funding from Government to see this project through. The outcome will be an amazing new facility to support the Dublin Horse Show and our commercial activity with Leinster Rugby, Outdoor Concerts and other large scale outdoor events.  


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

M.G: I have had the good fortune to have a career I thoroughly relish and enjoy, and also the privilege of being a parent to my 3 children, with Dara my husband, over the past 17 years. As any working mother will understand, managing the balance between family and career is a daily challenge, but as my kids are moving to a more independent stage, I look forward to  reviewing where my career is going and the opportunities that it will bring.


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

M.G: Mary Robinson is a person I admire. As a role model for professional women in a  contemporary working environment, she is a person of principle who represented our country so well as a President and her many achievements and contributions with the UN and progressing the social justice agenda. For myself, working in the not-for-profit sector interests and motivates me;  the ethos of achieving change or positive outcomes,  based on principles and shared values,  is very rewarding. 

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Vizeum Connection Points: July Industry Updates

Posted By Vizeum, Wednesday 9 August 2017
Updated: Friday 4 August 2017


JCDecaux have announced the introduction of the Republic of Ireland’s first large format LED Roadside Advertising Screens - at the junction of Pembroke Road, Herbert Park & Elgin Road in D4. 


RTÉ Player are launching Dynamic Ad Insertion into their live stream, this is basically inserting copy into the section where natural TV breaks are which is currently blacked out. 


Snap Ads are now available in the Irish market. It begins with an up to 10-second vertical video, and then offer the option to add an interactive element one swipe away. 


Facebook are bringing adverts to Messenger. People will see Messenger ads in the home tab of their Messenger mobile app. 


Ads in Stories is a new format for businesses on Instagram. The full screen vertical format allows an immersive experience in both video or photo options. 


Google’s Irish operation has avoided a €1.12bn tax bill after a French court found it did not abuse any loopholes. 


Exterion Media have launched a new experiential offering called LIVE! This new offering will take the opportunities available across CIÉ rail and bus stations to maximise brand activation campaigns. 


INM have announced it is launching PlayersXpe, Irelands first global gaming and entertainment event. It will be help in October in the Convention Centre, and promises to include a number of international gaming stars. 


Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

Vizeum sponsors The Marketing Institute's Marketing Breakfast series.

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We’ve Tested… the New Google Feed

Posted By Gaelle Robert, The Marketing Institute, Wednesday 2 August 2017

google news feed

On 19th July Google have announced a new feed experience in the Google app, “making it easier than ever to discover, explore and stay connected to what matters to you”.  It replaces the Now feed that Google have been experimenting since last December.

With major companies like Facebook, Apple and Amazon starting to implement AI, it was only a matter of time until the search giant found a way to put the technology to good use.  With its unique insights into a huge user base, who better than Google could pull off a feed that is truly personalised?  I was truly curious to try it and find out to what extent Google could wow me.

The stories in the feed are influenced by your Google searches, but also by trends in your area and around the world. The difference with other feeds such as Facebook’s? It is not “social”. No Friends, no Likes, no peer pressure. Just the stuff YOU want.

You can customise your feed further by following topics directly from your searches thanks to a new “follow” button on search results, and unfollowing topics in the feed. As an attempt to give you a holistic view on any given topic and avoid the "echo chamber" phenomenon, Google provides a carousel under its stories with similar articles from a range of sources. But with the stories being based on your searches and the absence of a social network to spice up your feed, you are more than ever trapped in your own bubble. Will Google find ways to surprise and delight us, while staying relevant and personalised? Watch this space...

And what does all this imply for marketers? With Google’s revenue coming mostly from search, they are making a bold move when claiming to respond to your needs “even when you don’t have a query in mind”. Some go as far as to say this could mean the end of Search as we know it, which would present a whole lot of new challenges and opportunities in SEO and PPC.

The feed is only available in the iOS and Android Google apps for now, but will soon be rolled out on desktop as well, meaning a major redesign of Google’s iconic homepage (!!!).

So, the verdict? If the new feed doesn’t feel revolutionary so far, it's nice to see that Google is not resting on its laurels. It’s safe to say that they won’t stop there. And marketers should keep a very close eye on it.

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