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Event Highlights Of The Launch Of Eir - So Much More Than Just A Re-Brand

Posted By The Marketing Institute, Thursday 16 June 2016

Oisín Masterson, Head of Brand & Marketing at eir spoke at The Marketing Institute breakfast on 25th May at Fire Restaurant. Oisín discussed the process and the advertising strategy behind eir that has led to the success of the brand launch.

It’s a case study for ‘marketing leading an organisation out of the dark and into the light’, covering both the why and how of eir’s brand launch.

Eircom was recognised as fixed telecoms, or in other words “the provider your parents had”. As a brand, it was becoming stagnant and had lost relevance. Eir’s weakest link was their lack of credibility. Eircom needed to reassess its brand and to educate the market on the breadth of its offer.

Eir is an organisation that transformed from the inside out.  It had a fixed network and a mobile network that were operating in everyday lives.  It was the first to launch 4G into the Irish market, the largest network of superfast fibre broadband and it had exciting TV offering that was already out there.

However, as a brand, the confidence that eircom could deliver these offerings just wasn’t there. In order to build that trust in delivery, a different approach was needed.

Eircom needed to reposition itself to all stakeholders that this business was serious about change. In a moment of “feel the fear and do it anyway”, it was clear it was the right thing to do.


1. Introducing the brand - successfully relaunch eircom under a new brand and become part of the conversation.

2. Brand response – communicating successfully what eir would do differently. Reposition the company as a credible, multi-service provider.

3. Direct response - Finding which element delivers best growth.

As a company that had attempted to relaunch in the past, eircom as a brand was given no forgiveness. Eir not only needed to win the crowd, but it needed to win the crowd back. Previous sales activated campaigns caused sales levels to fluctuate, but failed to achieve steady growth. By building a brand and achieving brand fame long term results can be delivered.

They took a full 360 approach with staff, bringing 5,500 employees on this journey and immersing them in the brand. This worked in reminding them where they came from as a brand and why it was important to make this step. Other initiatives included a media launch event, featured on the RTÉ news on the day of launch.

The communication strategy had changed, and this was their last hurdle. Its aim was to be meaningful and salient of what eir was about and transform perceptions of the business. Eir already had a large existing customer base, which it had to bring along with the company as they grew.


By any standard, this was an ambitious project, but efforts have been rewarded and delivered outstanding results. Eir achieved:

  • 83% awareness of the rebrand.
  • 88% prompted awareness of the brand.
  • 75% awareness of the advertising.
  • 70% want to know more – high talk-ability.
  • Increase from 4% to 20% on the quad-play bundle.

Eir’s sales performance is better than ever, which is credited to this hugely successful brand launch.

Check out eir’s viral TV advert here.

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Facebook, Starbucks And Amazon Top BrandZ Ranking In 2016

Posted By The Marketing Institute, Wednesday 15 June 2016

Amazon is this year’s biggest riser in BrandZ, showing a 59% increase in brand value. It also tops the retail category with a brand value of $99bn, coming ahead of Alibaba, which takes second place at $49bn. The Home Depot claims third place with a value of $36bn.

Amazon’s play in other sectors has earned it much acclaim over the past 12 months. The brand won its first Bafta in the international category for the Amazon Prime original series Transparent.

Starbucks is this year’s second fastest riser having grown 49%, which bumps up by eight places to rank 21st on the list.

Facebook has grown its brand value by 44% to $103bn, making it the third biggest riser this year. Founder Mark Zuckerberg revealed in March that 1.09 billion people across the globe now use Facebook every day. Facebook has 1.65 billion monthly active users worldwide, as well as 800 million active monthly users of its messaging app.

It is now ramping up its live video and virtual reality credentials having made an early move on VR with the purchase of Oculus VR in 2014 for $2bn (£1.4bn). Facebook also expanded its ad network to video and desktop last month and has been opening up Instagram to advertisers over the past year.

Download the full report here.

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Insights - Irish Media Coverage Of The US Presidential Candidacy

Posted By Kantar Media, Monday 13 June 2016



This media insight report tracks all mentions of US presidential candidates Donald Trump, Hillary Clinton and Bernie Sanders within the Irish media. Our Insight team analysed content across Press, Broadcast and Online for the period of the 5th to the 17th May 2016. The report includes a total of 1,342 media items.

All Press coverage was qualitatively analysed with every article assigned a rating based on Impact (Prime, Significant, Passing) and Influence (Positive, Negative, Neutral) attributing a PR value to Press coverage.

Broadcast and Online coverage have been presented quantitatively with Volume, Duration/Word Count and AVE Values provided.

This article was originally published on


Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include; analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.


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Car Insurance, Ireland, May 2016 Report Infographic

Posted By Mintel, Monday 13 June 2016


Mintel is the world's leading market intelligence agency. It monitors product launches and innovations, runs large-scale consumer research projects, tracks behavioural trends, measures market sizes and provides bespoke field research and consulting services. Mintel can take you further, showing you what will drive future growth, where the opportunities and challenges will lie, who's innovating and where the next big idea will come from. Mintel Ireland services include: Mintel Reports, Mintel GNPD, Mintel Consulting


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Featured Member: Dermot Mulligan, Marketing Manager, Bord Gáis Energy

Posted By The Marketing Institute, Monday 13 June 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.


Dermot joined Bord Gáis Energy in 2008 and currently manages the company’s marketing department. 

With over 18 years’ in the industry Dermot has a wealth of experience and has held  positions in various sectors, including Marketing Manager at GE for four years. 

At Bord Gáis Energy, Dermot is responsible for developing and implementing marketing strategy for the residential, business and energy services divisions. This involves developing and delivering campaigns to support commercial and brand targets in what continues to be one of the busiest switching markets in the world. 

In addition to being part of the world’s most successful energy switching campaign ‘The Big Switch’, Dermot led the launch of the Bord Gáis Energy Rewards Club, the largest energy rewards programme in the Irish market.

Dermot has been with Bord Gáis Energy during a period of significant change as the company was sold to Centrica in 2014. This presented opportunities for the company and the Marketing team and brought access to exciting new smart energy management technologies. In 2015, Dermot’s team executed a marketing campaign to mark the launch of Hive Active Heating, which allows consumers to manage their heating and hot water from their smart phone, tablet or laptop.

The Bord Gáis Energy Marketing team has received numerous awards across all marketing disciplines, including the highly valued AIM Award for Integrated Campaign of the Year 2014 and Marketing Team of the Year 2013.  

Dermot holds a Bachelors Degree from UCD and is a graduate of the UCD Michael Smurfit School of Business where he completed a Masters in Marketing Practice.


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