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 editor@mii.ie.

 

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 

Fleshing out the Irish Foodies

Posted By Kantar, Tuesday 3 September 2019

Irish Foodies

With Taste the Island launching soon in Ireland to promote Ireland’s food experiences to increase tourism opportunities, we take a timely look at those who eat out regularly and how they might best be targeted.

Our TGI Consumer Data reveals that despite a decline in adults in Ireland eating out in restaurants over the last few years, from 79% in 2016 to 69% in 2018, the regularity amongst those who do has seen a modest increase. In 2016, 111,000 of those who ate food in restaurants had done so once a week a week or more, in 2018 this grew to 126,000.

Regular restaurant visitors particularly likely to choose new and good quality food

According to our TGI Consumer Data, 12% of adults in the Republic of Ireland (435,000 people) eat out in restaurants twice a month or more.

When it comes to expanding their taste buds, 71% of this group agree that they like to try out new products and are 24% more likely than the average adult to say they enjoy eating foreign food. They are also 24% more likely to buy free range products whenever they can and 69% of this group agree that it is worth paying extra for good quality goods.

Celebrities and ads on TV and internet are well placed to engage this target

An examination of the attitudes of these regular restaurant visitors shows that they are 81% more likely than other adults who eat out to agree that celebrities influence their purchasing decisions.

They are also 71% more likely to say they enjoy the adverts on television as much as the programmes and 69% more likely to agree that pop up ads help them find interesting things on the internet.

Cinema and magazines may be key media to reach this audience

In terms of some the overall media that might best reach and engage those who eat at restaurants twice a month or more, TGI Consumer Data reveals they are 85% more likely than the average adult to be amongst the heaviest fifth of cinema goers and 61% more likely to be in the heaviest fifth of magazine readers.

A more granular analysis reveals that this group are 79% more likely than other heavy cinema goers to identify martial arts as their favourite film type. Our TGI Consumer Data also reveals that this group are twice as likely as other heavy magazine readers to be very interested in bridal/wedding magazines.

This article was first published on www.kantarmedia.com

 

About Kantar

Kantar is the world’s leading data, insights and consulting company. Our media monitoring and evaluation expertise provides insights to brands and organisations to help them understand how they are seen by consumers and influencers. This enables them to respond quickly when needed and informs planning & strategies on driving long-term brand value and loyalty. Combining our expertise in human understanding with advanced technologies, Kantar’s people help the world’s leading organisations succeed and grow.

This post has not been tagged.

Share |
PermalinkComments (0)
 

A Day in the Life of... Olivia Hughes, EMEA Marketing Director at Dell Technologies

Posted By The Marketing Institute, Wednesday 21 August 2019
Updated: Friday 16 August 2019

Olivia Hughes Dell

What does an EMEA Marketing Director at Dell Technologies do? 

I head up EMEA marketing for the OEM and IoT multi-billion-dollar division of Dell Technologies. The EMEA marketing director leads a team of marketers around EMEA who deliver high quality demand generation, awareness and leads for our sales team. We also ensure our sales team are trained and enabled to sell our solutions. 

We are part of a wider global marketing team with many team members all over the globe. 



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

All of my experience has been in marketing with some sales experience early on in my career. Many of my roles have been in Telecommunications and IT companies, where I have always found there are plenty of jobs as these are such fast growing industry sectors.  I have worked in a lot of different marketing roles including PR, communications, channel marketing product management, events, program management, social and digital marketing and I think this has really helped me understand all aspects of marketing and be a better overall marketing manager.

I worked in various companies in a few countries, including 7 years in Australia, and this international experience has proved invaluable for my current role. My last 13 years have been spent in Dell where I have progressed from a product manager and online role in the Ireland business to my current role managing the marketing of a region for a large division within Dell. 

What is the biggest challenge you face in your role? 

The biggest challenge for me personally would be the amount of travel I need to do as part of my role. I have 3 children and they are always my first priority so sometimes I struggle to juggle everything, but I’m fortunate that I have a great husband and childminder. And when I’m not travelling, I work from home 2 days a week and also make sure that every spare moment I have in the evenings and all weekends are spent with family. My children are older now but when they were really young I worked a 3-day week in a non-demanding job for 5 years which was the right thing at the time for our family.

The biggest challenge professionally would be that Dell Technologies is such a huge company with over 140,000 employees so it is a very matrixed organisation with a lot of stakeholders – to get results you certainly need to be persuasive and able to influence in a matrixed structure like this.

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

Some of the key skills to be effective in my role would be relationship building, drive for results, collaboration, presenting on stage at events and communications skills. Another key skill is strategy as I am part of 3 senior management teams and need to regularly give ideas and input into direction and strategy for our division. People leadership skills are very important as you can’t achieve anything unless you inspire and lead your team to success - I am very fortunate that I have a fantastic group of highly talented marketers in my team.

Describe a typical working day.

I am not sure there is such a thing as a typical working day . I could be doing anything from presenting at an event and meeting customers in Moscow, doing 1:1 calls all day with my team, management team meetings in our Austin, Texas headquarters working on strategy and planning, budget management, meeting other marketing teams to collaborate on key events and programs and of course spending a lot of time talking to our sales team on their priorities and how marketing can help grow our business in EMEA. 

Even my working hours are not typical. When I’m in Dublin I usually start work at 9.30am so I can bring the children to school, but then I work extra hours at weird times and days to ensure I get my work done.



What do you love most about your role? 

I love how fast paced and dynamic it is. No two days are the same. Dell really is a great company to work for and the people here are fantastic – I have made some great friends over the years. I really enjoy people management and am very fortunate to have a lovely team of people working for me at the moment. My favourite part of people management is career development and seeing people flourish and grow. I also mentor quite a few people outside of my own team, particularly younger females who I try to encourage to grow into management positions. 

The other area I love is work travel as I get to visit a lot of amazing locations around the world. I’ve always loved travel, however unfortunately it can be very tiring and disruptive to family life.

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

 I could continue my career within Dell as it’s such a great company to work for and with 140,000 employees there are plenty of career opportunities. However, I may also look outside of Dell as Ireland has a very buoyant work market, particularly for people with experience in the tech sector and with international experience. I’ve always had an interest in tourism and travel so would also be interesting to work in that industry.

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

 I’ve been very fortunate to work for some amazing leaders in Dell, including one of our current Dell Technologies Presidents, Joyce Mullen, who has been a big inspiration and guiding force for me. My current manager Ethan Wood is very strong at marketing strategy and I am learning a lot from him and my previous manager Dermot O’Connell has had a big impact on my confidence and growth as a leader. I also really respect and admire our CEO Michael Dell for his leadership around doing what is right for the environment and also equal rights and opportunities for everybody. Outside of Dell I’ve always liked Richard Branson and was inspired by him when I heard him talk at the Pendulum Summit. He has obviously built an amazing empire but has stayed down to earth, really cares about people and somehow still manages to build plenty of free time, exercise, family time and fun into his life.

 

This post has not been tagged.

Share |
PermalinkComments (0)
 

The Consumer Market Monitor - Q2 2019

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Thursday 15 August 2019
Updated: Wednesday 14 August 2019

consumer market monitor Q2 2019Irish households expected to spend €6.5 billion on holiday trips this year, back at Celtic Tiger levels 


- Holiday trips are up by 7.4% this year suggesting a jump to €6.5 billion;
- €4.83 billion (80%) was spent on foreign holidays and €1.23 billion (20%) on domestic holidays last year;
- 5,155,000 foreign holiday trips were made averaging 8 days and costing approximately €1,000 on average; 
- 5,323,000 domestic holiday trips were made, typically short breaks of 3 days with an average spend of €230.  

 

read report

 

Dublin, August 15, 2019: The latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School shows that the recession is well and truly over if the level of spending on holidays by Irish households is anything to go by. The €6 billion spent on holidays last year was back to the heady level last seen in 2007, and this year is poised to increase again as overseas trips are up by 7.4% in 2019, signalling a potential rise in spending to €6.5 billion. 

Fortunately, these strong figures are based on a much sounder footing than at the last peak, reflecting a larger working population with good incomes rather than reckless borrowing, according to Marketing Professor Mary Lambkin of UCD Michael Smurfit Graduate Business School, author of the report.  

Commenting on the report findings, Tom Trainor, Chief Executive of the Marketing Institute of Ireland, said: “The continuing growth in employment and income are leading to improvements in household finances and consumer spending, which continues to grow despite weakened confidence due the uncertainty of the Brexit outcome.”

Other key findings from the Consumer Market Monitor report include:

  • Household finances have been boosted by the increasing value of peoples’ homes, with household net worth per capita now standing at €158,000, up 70% from the low of 2012;
  • The disposable income of Irish households rose by 6% in 2018 to a total of €110 billion, significantly overtaking the last peak of €101 million in 2007;
  • Unlike during the Celtic Tiger, credit and borrowing are not major contributory factors in recent spending, with the ratio of debt/disposable income of Irish households down from a peak of 215% in 2012 to 124% this year;
  • Savings deposits grew by €4 billion in 2018, with deposits for a house purchase estimated to be a major factor, with approximately 30% of renters or 10% of all Irish households saving for a deposit.

The Irish consumer economy continues to perform strongly and remains a key contributor to overall economic performance, accounting for 51% of GNP. Personal consumer spending grew by 3.4% in 2018 to €105 billion, and this positive trend is continuing in 2019 with spending up by 2.9 % in the first quarter and indications that it has also grown strongly during the second quarter. Consumer spending is forecast to grow by 2.6% for the full year 2019, to about €108 billion, and by a further 2.4% in 2020.

This strong spending is particularly impressive against a backdrop of weaker consumer confidence resulting from anxiety about the outcome of Brexit. It is likely that this uncertainty will continue to weigh on sentiment in the coming months, up to the October deadline but, hopefully, the strong fundamentals in the Irish economy will outweigh any negative sentiment associated with Brexit.  

The key fundamentals are the continuing growth in employment and incomes, leading to significant improvements in household finances. There are now 2.3 million people at work, up 50,500 (2.3%) year-on-year, and up by 439,000 or 20% from the low in mid-2012. Employment is expected to continue growing but at a moderating rate as the economy approaches full employment. Projected growth of 2.4% for 2019 and 1.7% in 2020 will add another 100,000 people to the workforce. 


Earnings growth has played a more significant role in recent years as wages have begun to rise.  Wages have been increasing by around 2.5% per annum since 2015 and wage growth is expected to reach 3.6% this year and 3.7% next year, as the labour market approaches capacity.


The combination of more people working and higher wages has led to substantial increases in the amount of disposable income circulating in the Irish economy. Aggregate disposable income has increased by about 5% a year from 2015 to 2017. This accelerated to 10% in 2018 reaching €110 billion and was up again in Q1 of this year by 8.5% year-on-year, suggesting a final figure of about €120 billion. 


Consumer spending has also been supported by improving household finances, mainly influenced by the increasing value of peoples’ homes. Household net worth per capita now stands at €158,000, up 70% from the low of 2012. Perceptions of increasing wealth feed confidence and encourage consumers to release some of their wealth for spending.


Irish consumers are also beginning to supplement their own resources by taking on some debt, mainly to support the purchase and furnishing of homes. Following a decade of deleveraging when repayments consistently exceeded new borrowing, borrowing is beginning to increase again at a modest rate. Net new lending of €1.4 billion was advanced in 2018, an increase of 2%.  €1.1 billion of this was for the purchase of residential property with the balance for other personal consumption. Much of this is going on purchases of household goods, the strongest retail category currently.


It is important to note, however, that credit and borrowing are not major contributory factors in recent spending, unlike in the last boom. The ratio of debt/disposable income of Irish households has continued to fall, down from 215% at the peak in 2012 to 124% this year, a reduction of 40%. Also, savings deposits grew by €4 billion, or 3.6% in 2018, indicating that consumers are not spending all of their income on consumption. One obvious reason for saving is to generate a deposit for a house purchase and survey evidence suggests that this is a definite objective for about 30% of renters or 10% of all Irish households. 


55,000 homes were sold in 2018 and sales have been flat so far this year suggesting a similar outcome for 2019. However, the number of mortgages approved is up 10% in the first half of the year indicating that demand is still strong. 65% of those mortgages are going to first time buyers demonstrating that this is still the predominant need. 


The market for cars is the most troubled sector right now; sales for the first half of this year are down by -12.9% for a total of 50,861. Annualised, this suggests sales of 105,000 for the year. This continues a negative trend for the past two years, with sales down -10.5%, in 2017 to 127,045, and by a further -4.6% in 2018 to 121,157. In contrast, there has been a large increase in the number of imported second hand cars reaching 99,456 in 2018. This trend is continuing in 2019 with sales up 4.9% in Q1 to 25,906, suggesting a final figure of about 104,000. 


In summary, car registrations were flat in 2017 and 2018 at about 220,000. This looks like dropping to 210,000 for 2019 with sales divided more or less equally between new and imported second hand cars. This compares to a total of 240,000 in 2007 of which 180,745 were new cars.

 
 

infographic consumer market monitor q1 2019

 

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


The UCD Michael Smurfit Graduate Business School is Ireland’s leading business school and research centre offering world-class business programmes that equip students to become future industry leaders. It is the only business school in Ireland, and one of an elite group of schools worldwide, to hold the ‘triple crown’ of accreditation from three centres of business and academic excellence—EQUIS, AACSB and AMBA. 

 
Academic programmes at UCD Smurfit School consistently rank among the world’s best and are accredited by the most internationally respected organisations. The Masters in International Business Management is ranked 7th in the world by the Financial Times and the school is ranked 24th among leading European business schools.
 
Engagement efforts have resulted in one of the world's top, business school, alumni communities with over 75,000 professionals around the globe in over 35 international chapters. Along with academic administration, leadership derives from two advisory boards, the Irish Advisory Board and the North American Advisory Board.
 
The UCD Michael Smurfit Graduate Business School is one of four constituent parts of The UCD College of Business and offers postgraduate courses, including the MBA and a wide range of MScs in business, to approximately 1,300 students per year. The Michael Smurfit Graduate Business School opened a campus solely dedicated to graduate business education in 1991 and grew most recently with a new centre for PhD research in 2017. 

 

About The Marketing Institute of Ireland

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

This post has not been tagged.

Share |
PermalinkComments (0)
 

Marketing Matters... with Martina McDonnell, Marketing Director, Small Business Group EMEA at Facebook

Posted By The Marketing Institute, Wednesday 14 August 2019
Updated: Tuesday 13 August 2019

Martina mcDonnell Facebook

Tell us a little bit about yourself and your role.

My role at Facebook is to promote the use of digital tools and Facebook’s family of apps and services to small and medium businesses throughout the EMEA region.  

We know that SMEs are the backbone to economies throughout the region and we also know that digital skills are, and will continue to be, essential to support their business growth.

We run a program called Boost with Facebook to educate and inspire businesses to make the most of the opportunities offered by the digital economy through tools, programmes and events.   This comes to life through campaigns, in-person events and online trainings to help businesses find new customers and grow at home or abroad.  One of our most recent Irish campaigns, ‘Made by Ireland Loved by the World’ showcased some examples of great Irish brands who are using Facebook and Instagram to grow their businesses overseas.

We have a small but mighty team of brilliant marketers based at our EMEA HQ here at Grand Canal Square.  Through insights led planning and research, content and campaign creation, digital and events marketing we engage the businesses, throughout the region, to avail of the programmes.  I feel very privileged to be able to do this working in the city I grew up in.  

I’m married to Brendan and I’m mum to an eight-year-old girl.  Outside of work I juggle to get the right balance of family and ‘me’ time and love it most when we get to spend time together on holiday somewhere relaxing and hot!



Why did you choose a career in marketing?


I feel like my career in market chose me if I’m honest.   I wasn’t at all academic so didn’t immediately feel like continuing my studies after my Leaving Cert.  I went to work in branch banking with AIB and I absolutely loved it. It was genuinely the best place to learn all about consumer behavior and the importance of putting the customer at the heart of your business.  Four brilliant years at Enable Ireland in Sandymount followed, where I learnt all about fundraising and marketing and it was then I decided to go back and study by night.  I initially undertook a Diploma in PR with the Public Relations Institute and then studied with the Marketing Institute of Ireland and the Irish Management Institute.  With both practical experience and the academic know-how my career in marketing grew with a really interesting role in Forfas, where I ran the first government funded science and technology awareness programme which gave birth to Science Week Ireland (www.scienceweek.ie) before I returned to financial services spending long stints in more senior roles with both Aviva and HSBC.  

I love the creativity and business acumen that marketing demands.  Marketing is a key enabler of business strategy and connects people with the brands and services they need and love.  It is a powerful asset for businesses everywhere, at every stage of development and I’m grateful that I get to do what I love and through my work at Facebook share the benefits of marketing with businesses everywhere.


In your opinion, what is the biggest challenge marketers are facing today? How would you tackle it?

The biggest challenge is for marketers to gain a place at the leadership table and not operate in a vacuum.  Too often marketers need to prove out the value of their function and role which takes valuable time away from helping the business drive real business results.  This can be tackled by marketers committing to having a deep understanding of the business environment, collaborating and working cross functionally in the business and becoming more comfortable using data and insights to articulate strategies that deliver results.  Also, when we think about how AI, AR and other technologies will change the face of business, I don’t think there is any other profession better placed to lead how businesses can adopt these technologies – we are innovative and creative thinkers and doers.   As an industry, we need to think broader than we’ve ever thought before and I’ve been so encouraged by the work the MII are doing on skills and competencies to support this evolution.


What advice would you give to someone starting a career in marketing?

 My path hasn’t been the most conventional however, my career path really crystalised when I could bring together both the theory and practical experience.  The academic knowledge is important, but it is equally important to understand how to practically apply that knowledge – that is what really matters in the everyday and will ensure that you have the ability to flex with the needs of the business.  Take every opportunity that is offered to you to build your knowledge, your network and your career especially when it takes you outside your comfort zone.  I have always had formal and informal mentors, most often those who are not marketers, to help build my business acumen.  I read a lot, listen to podcasts, keep up with trends, look at what competitors and others are doing and love to talk to people inside and outside of marketing.  In short, never stop learning.  



What makes a great marketer?


As I said above ‘never stop learning’ as I truly believe this is the secret to your success and continued growth as a marketer and a business leader.  In addition, being results orientated, understanding the inner workings of your business so that you can use data to mine the right insights and being unafraid to fail and to share the learnings are just some of the traits that make a great marketer.   I also firmly believe that CMOs can also strive to be CEOs – they are by nature innovative thinkers and have managed the top line as well as thinking about how to grow the bottom line.  I would love to see more CMOs taking CEO roles in the future.



What is your favourite marketing campaign of all time? Why?

 I love Nike, Just do it!  I am about as far from an athlete as you can imagine but I think the beauty lies in that it speaks to everyone – regardless of ability.  More than a slogan, Nike’s philosophy has lasted three decades in part because of this universality.  It can be applied to occasional joggers and elite athletes alike.   I also love how Nike has evolved over the years to focus on equality and most recently, activism.

Closer to home, I hugely admire the work that AIB did to regain trust through ‘Backing Brave’.  This for me is a brilliant example of a truly integrated brand idea to not only return the bank to profitability but to save the brand from extinction.  It was more than a brand campaign it was lived by everyone working in the bank demonstrated through how they did business and how its customers experienced it.  It’s a remarkable story of a brand turnaround.


Where do you look for professional inspiration?


I work with a really talented team of marketers in Facebook, so inspiration is around me every day!   I also feel very lucky to work at a business with hugely inspirational leaders like Mark Zuckerberg and Sheryl Sandberg.  My admiration of them both was a huge motivator to join Facebook almost 5 years ago and continues to this day.  I’m also inspired by some of the best names in marketing throughout the ages from Michael Porter and Philip Kotler to Seth Godin and Gary Vaynerchuk.  And I’m hugely inspired by individuals who have clarity of purpose and a clear view on how they can use that to effect change, people like Bill Clinton who saw how he could influence the situation in Northern Ireland over 20 years ago, David Attenborough and his continued push for a more sustainable world and Malala Yousafzai for never giving up on what she believed, advocating for education of women and children.

This post has not been tagged.

Share |
PermalinkComments (0)
 

Marketing Matters... with Jill Downey, Managing Director at Core Sponsorship

Posted By The Marketing Institute, Wednesday 7 August 2019
Updated: Thursday 1 August 2019


Tell us a little bit about yourself and your role.

I am the managing director of Core Sponsorship, the sponsorship practice at Core. We help clients move sponsorship strategies and negotiations from ‘gut feel’ to precision-based decision making by using data-led intelligence and bespoke research tools like our National Sponsorship Index. NSI measures the power of passion for sponsors, proving that sponsorship drives real return for brands. 

We give clients complete confidence in their sponsorship decisions because we understand both the value of sponsorship, and how to measure its impact. Every day we help brands harness the power of fan passion for commercial gain and we work with rights holders to unlock commercial opportunities that brands want. It is a thrilling area of marketing to work in and it is genuinely more fun and fulfilling that I had ever imagined. 

When I am not immersed in the world of sport or music or the arts, I lead Core’s Diversity & Inclusion strategy. Together with our incredible D&I committee and HR team we are dedicated to making Core a more inclusive and supportive place to work, where everyone can show up to work as themselves. At home, I have three adorable daughters who keep me busy, active and grounded and who make it very difficult to concentrate on whatever match or sporting event I am likely to be watching.


Why did you choose a career in marketing?

Following a science degree in UCC, I searched the country for a post graduate course that would excite and challenge me and bring me into a business environment. I found the MSc in Advertising in DIT, applied for it, made it through the interview stage and found myself on an incredibly exciting adventure. I began my career in Mediaworks, which was part of Owens DDB at that point, and I was very fortunate to learn my trade under the guidance of Paul Moran and Fiona Field. It was a wonderful place to work, and I caught the end of the golden era of Irish advertising agencies, the end of full service and the magic of creative and media working seamlessly together. 


In your opinion, what is the biggest challenge marketers are facing today? How would you tackle it?

I think marketers are under so much more pressure now more than ever to be accountable for their role and every penny they spend. With ever increasing workloads and often decreasing headcounts, they are constantly required to do more with less. Their positions are sometimes undermined at board level where they often don’t have a seat at the table. As more and more customer sales and interactions happen through the digital sphere, roles such as CIO have overlapping priorities. Marketers need to get to grips with data science and proving return on investment. They need to get a better balance of consumer opinion-based research with real customer data and ROI metrics. The nettle must be grasped, or other departments will do it for you. 


What advice would you give to someone starting a career in marketing?

Don’t be afraid to speak up from day one and get stuck into the challenges that need solving. Find your way to working for a CMO or Head of Marketing who is passionate about marketing, someone who understands the power of brands, the importance of creativity and the value of consistent measurement. Seek out marketing teams who are not afraid to make decisions. Look for a company who will allow you to constantly improve and update your skills through continuous professional development. 


What makes a great marketer?

One who can make a decision based on solid information and gut instinct and who backs that decision all the way – and backs everyone who goes on that journey with them. Passion for brands is infectious - you will do your best work for someone who has conviction and loves what they do. 


What is your favourite marketing campaign of all time? Why?

Now that is very difficult. I loved the simplicity of Guinness’s’ Not Men but Giants’ campaign for their sponsorship of the GAA Hurling Championship. They elevated the sport and reminded us all of the incredible talent on display through our national games. It takes a special brand (and creative agency) to excite passionate fans like that and to do it with such simplicity and clarity, in particular, with their outdoor execution. 

More recently I love Nike’s ‘dream crazy’ campaign - its culturally relevant, on brand, brave and beautifully crafted. Again, it balances great story telling content, with incredibly powerful outdoor posters and it has transformed Nike’s brand ambassador work into more meaningful partnerships. Sport can be such a wonderful platform for brands. 


Where do you look for professional inspiration?

I am a case study junkie and love award winning work. I love pouring over the Cannes Lions winning commentary and looking up winners on their Love the Work site. I can watch video after video and marvel at the creativity and intelligence in our industry. I find myself gasping, applauding, crying and inspired to do better work. Sometimes awards are dismissed as vanity projects and are pushed down the agenda to prioritise day to day work. I think the discipline and practice of entering awards makes you better, it helps you identify what matters, and it sharpens your focus on effectiveness. There is a proven correlation between awarded work and effectiveness. And who doesn’t want to work on work that works?!


 

This post has not been tagged.

Share |
PermalinkComments (0)
 
Page 4 of 71
1  |  2  |  3  |  4  |  5  |  6  |  7  |  8  |  9  >   >>   >| 

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