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Marketer Pathways

Posted By The Marketing Institute, Thursday 13 June 2019
marketer pathways


MII Launch CPD Framework to accelerate careers of Marketers

Research reveals weaknesses restricting profession from claiming leadership roles 


13 June 2019, Dublin: The Marketing Institute of Ireland today announced the launch of a competency framework for the profession, to support the continuous professional development of marketers.

The launch of The Marketer Pathways Competency Framework follows a consultation process with the profession, which revealed that the careers of marketers are being held back by a lack of a professional framework guiding their development.

The research amongst over 50 senior marketing practitioners from across a range of sectors including representatives from companies such as Deloitte, LinkedIn, PTSB and Kerry Group alongside academic input from TU Dublin and UCD Smurfit School of Business, revealed a need for highly skilled strategic brand marketers who can lead teams to maximize sustained revenue and profit performance within their organisations.

Those consulted highlighted the opportunity for marketers to grasp senior leadership positions through exploiting their deep understanding of markets, customers, products and positioning, perspectives that are critical for strategic decision-making.Yet the profession has been hampered by its limited ability to generate a pipeline of highly qualified executives with the requisite competencies, particularly in relation to commercial acumen and financial literacy.  

Tom Trainor, Chief Executive, Marketing Institute of Ireland, said: “The role of marketers is continually expanding and evolving, yet still only a small percentage claim leadership roles in their respective companies. The Marketer PathwaysCompetency Framework has been specifically developed to support organisations and individuals in addressing this challenge and in fully realising the true potential of their business. Senior marketing executives must become leading candidates for Chief Executive Officer positions.”

The Marketer Pathways Competency Framework is a flexible and dynamic tool focused on marketing, business and people competencies, providing a structured approach to professional development which will be critical for identifying competency gaps, supporting ongoing professional development and in the recruitment of talent. The fact that it has been developed by the professional body with input from a large group of leading practitioners, educators and specialists, makes it all the more robust.

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

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Amazon Tops the 2019 Brandz™ Top 100 Most Valuable Global Brands Ranking

Posted By Kantar, Wednesday 12 June 2019

Kantar and WPP have just released the 2019 edition of their annual Brandz™ Top 100 Most Valuable Global Brands Ranking. The valuation, commissioned by WPP and conducted by Kantar, is now in its 14th year.

A 52% increase in brand value year-on-year to $315.5 billion places Amazon at the top of the ranking, surpassing for the first time Google and Apple, which had dominated the ranking since 2007.

The ranking reflects consumers’ increasing expectations around customer experience, but also their demand for brands that are behaving ethically and being help accountable. With this in mind, it is no surprise to see Amazon at the top of the list, as they have mastered the use of data and innovation to create superior customer experiences.

Growing concerns over privacy and trust issues are challenging social media platforms, with Facebook stagnating at no.6. However, Instagram saw an impressive 95% value increase year-on-year, which makes it this year’s top riser.

The top 100 ranking includes nine newcomers, the largest number in recent years, which indicates a volatile market. These nine include four Chinese and two Indian brands.

Luxury was the fastest-growing category, driven by improved accessibility and use of technology, and demand from the East. It is closely followed by retail.

For more information visit or download the full report.


About Kantar

Kantar is the world's leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar's 30,000 people help the world's leading organisations succeed and grow.

About WPP

WPP is a creative transformation company. We build better futures for our clients through an integrated offer of communications, experience, commerce and technology. For more information, visit

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Free-From Diets: How to Make the Most of the Opportunities

Posted By Mintel, Tuesday 11 June 2019

Avoiding food allergens and ingredients linked to intolerances (such as dairy, lactose or soya) is quite common in Europe, especially among younger consumers. And there has been a steady increase in the number of free-from claims in European food and drink launches between 2014 and 2019. The percentage of food and drink launches featuring low/no/reduced allergen claims has increased from 12% in April 2014-March 2015 to 16% in April 2018-March 2019, according to Mintel Global New Products Database (GNPD).

Consumer demand for free-from food and drink could boost demand for ingredients that are compatible with free-from claims. Brieuc Sablés au Sarrasin (Buckwheat Shortbread Biscuits) from France, for example, is gluten free made with buckwheat flour and not rice flour that is the typical base of gluten free bakery products:

Brieuc Sablés au Sarrasin

Brieuc Sablés au Sarrasin (Buckwheat Shortbread Biscuits)


Products are coming to market that feature multiple free-from claims, which highlights consumers’ interests in free-from diets and free-from products. The Lazy Vegan Ready Provencale Meal Veggies & Chunky Pulled Peaz prepared meal, for instance, is free from gluten, dairy, egg, meat, soy and all 14 EU food allergens:

Lazy Vegan Ready Provencale Meal

Lazy Vegan Ready Provencale Meal
Veggies & Chunky Pulled Peaz


FODMAP – the emerging free-from diet

With gut health getting more focus, a low-FODMAP (Fermentable Oligosaccharides, Disaccharides, Monosaccharides, and Polyols) diet could emerge as a dietary solution to manage digestive-health issues. The diet was originally designed to help irritable bowel syndrome (IBS) sufferers manage their symptoms by reducing bowel irritation.

FODMAP launches are very scarce at present – especially in Europe, though they are currently more common in Australia and New Zealand.

One such product available in Europe is Arla’s Lactofree Mlécný Nápoj bez Laktózy (Semi Skimmed Milk Drink) in the Czech Republic, which features the ‘FODMAP friendly’ logo:

Semi Skimmed Milk Drink

Arla Lactofree Mlécný Nápoj bez
Laktózy (Semi Skimmed Milk Drink)


What’s driving from free-from diets?

Apart from food allergies or intolerances, other factors are boosting the popularity of free-from food and drink.

Consumers choose to avoid food allergens or ingredients linked to food intolerances because they believe it is better for their overall health.

Some consumers look beyond health, to other reasons, such as ethics. Soy’s link to genetic modification is an example of where consumers cite ‘other reasons’ (beyond health) as why they avoid soy.

In France and Germany, more consumers avoid dairy as part of a general healthy lifestyle and other reasons, than due to a food allergy/intolerance. While more consumers in France, Germany, Italy and Poland say they avoid gluten because of a healthy lifestyle, than a food allergy/intolerance.

…But stricter elimination diets healthy lifestyle diets have been questioned by health authorities.

The British Medical Journal Review found the promotion of gluten-free diets among people without coeliac disease should not be encouraged. While the National Osteoporosis Society say that ‘clean eating’ is sometimes taken to extreme, with complete food groups being eliminated and this risks people missing out on the nutrients that our bones need.


 About Mintel

Mintel is the world's leading market intelligence agency. For over 40 years, Mintel's expert analysis of the highest quality data and market research has directly impacted on client success. With offices in London, Chicago, Belfast, Düsseldorf, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Seoul, Shanghai, Singapore, Sydney, Tokyo, and Toronto, Mintel has forged a unique reputation as a world-renowned business brand.

For more information on Mintel, please visit Follow Mintel on Twitter: or join the Mintel LinkedIn community:

mintel logo

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Marketing Matters… with Una FitzGibbon, Director of Marketing and Communications, Bord Bia

Posted By The Marketing Institute, Wednesday 5 June 2019

Una Fitzgibbon

Tell us a little bit about yourself and your role.

Una FitzGibbon: Bord Bia, the Irish Food Board’s job is to promote the Food, Drink and Horticulture industry, bringing Ireland’s outstanding produce to the world, thus enabling the growth and sustainability of our producers. As a force for insight, reputation building and fostering an entrepreneurial and skills culture in the industry, we contribute to its sustainable growth at home and abroad.

Headquartered in Dublin, Bord Bia has a network of overseas offices in EMEA, Asia and US territories.

I look after the marketing teams based in Dublin and together our job is to build reputation for growth - creating relevance, differentiation and preference through effective marketing at home and abroad enabling producers and the industry to thrive and grow, whilst building the corporate value for Bord Bia in doing so.

This involves insight led strategic planning, brand management, content and advertising creation, digital marketing, customer and consumer activation and experience marketing and ongoing measurement and evaluation - working across the food chain with clients and customers as key stakeholders to bring our brands to life.

I’m married to John, a mother of two boys and my interests include music, the visual arts, historical architecture, cooking and gardening.


Why did you choose a career in marketing?

I was motivated by the long term value of marketing and the fact that it’s a very creative profession where I would be active in solving complex tasks. I was also attracted to the idea of connecting with and influencing a lot of people - predicting customer behaviours and creating and executing work to resonate with people for impact. I was also highly attracted to marketing as a profession that is wide open to innovation. Marketing helps us to think outside the box and to create new approaches for solving different problems. This is something which makes a real difference in the business world. The possibility of adapting and performing with innovation to bring positivity to people’s lives is a continued motivator for me. To be part of changing things for the better.


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

The biggest challenge Marketers are facing is their discipline being silo-ed in organisations and not understood and valued as an integral part of the business to drive its success.

The strategic importance of branding lies not only in effective positioning in the national and international marketplace, but in informing internal arrangements, for example culture, values, behaviours and product and service development to deliver the truth of the brand. Branding is most useful as a point of connection for all stakeholders to drive business forwards.

Whilst branding is commonplace as a tool used by marketers to sell to consumers, it is also a discipline that should be deployed by leaders to aid communication and guide multiple stakeholder impressions and actions. The brand can express vision, purpose and values in addition to communicating differentiation, relevance and value. By doing so, the brand extends its relevance beyond the world of marketing and takes its rightful place as an asset of the CEO and leadership team.

Marketing represents the voice of the customer and marketers know how to influence that customer for business growth. In an age of transparency, brands need to deliver on their reality and business can’t expect marketing to operate in an old mind-set vacuum of surface messaging without aligned business behaviours in an enterprise wide sense.

This can be tackled by marketers’ deeply understanding business, collaborating and working cross functionally with ease and through plain and common language, and always seeking answers to the purpose of their work from the business for alignment by asking why.


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

Align yourself from the beginning with great marketing thinkers and business people who value marketing. The liberation of mind and the adoption of creative innovation has helped me in my career. From the early days mentors like Tony Meenaghan (my Marketing lecturer in UCD) and Tim Ambler (Managing Director in Diageo and now fellow of the London Business School) were very important for me in that way.

Be open to converting your academic understanding of marketing through simplified process to deliver great marketing. The practical application of marketing process is what matters in the real marketing world.

I have over the last 2 years with my team built a best practice Marketing Way for more simplified, fast and consistent marketing communications management and we continue to roll it out underpinned by new and effective approaches to digital marketing that is driving our marketing effectiveness higher and closer to business growth.

Being insight led in your strategic planning together with an ability to simplify marketing process for organisation wide and stakeholder wide alignment will drive your marketing to the heights it deserves to occupy.

For me, that has resulted in our marketing communications being agile and fast whilst accurately building on the perceptual strengths of Ireland’s food, drink and horticulture distinguished from our competition in our prospect’s mind.


What makes a great marketer?

Great marketers need to have an understanding of human behaviour and an intuitive sense of how, when and where to speak to different audiences and form deep emotional connections with them through crafted narrative.

In today’s digital realm marketers need to be avid learners with first rate knowledge of the tools and technology needed for digital optimisation and automation solutions that can assist the marketing effort.

Great marketers have a creative mind with the ability to generate new, actionable, and relevant ideas on how to drive growth for business.

The ability to interpret data, unlock insight and use it to inform marketing work is fundamental to great marketing as is a strategic approach.

Great marketers also have a results orientation to satisfy their growth mind-set. They are relentlessly focused on getting better, building on success, with a test and fail and move on after learning agility through their work.

What sets great marketers apart though is their ability to connect the dots - bringing information from different channels, platforms and parts of the business together into a holistic picture and drawing meaning from it for decision making. They are systemic in their thinking and their approach and highly collaborative bringing the voice and value of the customer to bear on the business for business benefit.


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

This is such a tough one because I’m an admirer of so many great campaigns and over many years. My most recent high level admiration though must go to Under Armour for its Rule Yourself - I Will campaign and its award winning advertising featuring Michael Phelps in 2016. I love the campaign for the sheer brilliance of its redefinition of what matters in athleticism - that an athlete’s greatness is fuelled not by their wins but by their sacrifices. The campaign line of “it’s what you do in the dark that puts you into the light” captures the true meaning of greatness and turns on its head the very reason to engage with a sports brand. I love it also for the true human story that was Michael Phelps at that phase in his life working to regenerate himself to Olympian standard. It gave the innovator and disruptor Under Armour brand a genuineness that the larger Nike and Adidas in all their maturity as brands just missed. For me the insight, tone and feeling the campaign engenders through its biographical, filmic and documentary style is the kind that advertisers will need to engender more, as responsible communicators, in the context of consumers’ lives now and in the future. Tones of inner strength, personal resilience, capacity to regenerate…against all odds. I say this of course in the context of the great challenges of our time since 2008 – the banking collapse, impending global trade wars, socio political division, climate change and the global need for sustainability for individuals, communities and the planet. Brands that provide genuine, real product and service benefits that assist consumers in rising to these challenges can only connect and lock people to those brands while the superficial brands of no substance or irrelevance simply fade away or are wiped out by the anger they ensue in promising below or above their station. There’s much to learn from the Under Armours of this world.


Where do you look for professional inspiration?

My greatest inspiration is my own team – a highly dedicated group of 20 talented professionals who enjoy their work, are insight led, continuous learners and who live the values of Bord Bia every day.

I’m also inspired by great thinkers – like Ries & Trout the original proponents of the concept of positioning, Kotler the great father of modern marketing, John Fanning a huge figure in creative advertising, Seth Godin for breakthrough marketing understanding and Les Binet for reminding us what marketing is ultimately for. I’m currently enjoying Friction by Jeff Rosenblum and Jordan Berg which argues that brands don't simply need clever surface messages or new, shiny technologies. They need a fundamental change in strategy, and vitally systems for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth.

I’m particularly inspired by brand influence in the sphere of brand purpose meeting the global challenge of sustainability including but not limited to the poignant words and speeches of David Attenborough, Greta Thunberg and Michael D. Higgins.

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The Consumer Market Monitor - Q1 2019

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Monday 27 May 2019
Updated: Friday 24 May 2019

consumer market monitor Q1 2019UK imports to overtake Irish new car sales for first time

- Second-hand imports set to hit 105,000 in 2019, as new car market falls to 104,000

read report



Dublin, May 27, 2019: The latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School forecasts that in 2019, imported second-hand cars from the UK will overtake the number of new cars sold in Ireland for the first time.

Professor Mary Lambkin of UCD Michael Smurfit Graduate Business School, who authored the report, also reported; “The CMM reveals an overall decrease in car sales in Ireland, as new and second-hand car sales, together with imports, continue to decline from a high of 901,000 in 2016 to just 839,000 this year.

“The latest data represents a significant blow to the Exchequer and the motor industry, as tax revenues from lower sales and dealer profit margins continue to fall.” According to the CMM, there is an average shortfall of €6,000 between taxation on each new car sale (€8,500) compared to tax revenues for each imported vehicle registration (€2,500). 


Affordable UK Imports Drive Public Away From New Vehicles

At its peak in 2007, the new car market topped 180,000, with three times as many new cars sold - in the same year, imported second-hand sales were at just 59,255. Since 2016, new-car sales have followed a steady decline from 142,688 that year to just 127,045 in 2018, with sales down a further 12.9% in Q1 2019 to 50,861. 

By contrast, imported second-hand cars registered for the first time have continued an upwards march from 69,381 in 2016 to 99,456 in 2018, with registrations up a further 4.9% to 25,906 in Q1 2019. This was influenced by sterling’s falling value, which made imported cars more affordable.
Overall, car registrations were flat in 2017 and 2018 at about 220,000. This is forecast to reduce further to 210,000 in 2019, from a recent high of just under 240,000 in 2007.


Economy: Labour Market and Disposable Incomes

In broad terms, the CMM shows strong, ongoing employment growth and rising disposable income, which provide the underlying conditions to support growth in the wider economy. Growth in employment and disposable income will be the main economic drivers in the years ahead, the CMM shows, with numbers employed expected to grow by 2.5% in 2019 and 2% in 2020, adding a further 104,000 people to the current workforce of 2.281 million. Having experienced annual growth of 2.5% in recent years, wages are expected to rise further by 3.6% this year and 3.7% next year as labour-market capacity diminishes.

The increasing numbers employed, together with wage increases, is leading to a substantial uplift in the amount of disposable income circulating in the economy. Disposable income per person exceeded its pre-crisis peak for the first time in 2017, up 5% a year in each of the past four years to a total of €109 billion in 2018. Household incomes are expected to increase by a further 5% in 2019, especially if a Brexit agreement is reached and economic conditions stabilise.

“All of the economic fundamentals in the economy remain strong with continuing growth in employment and modest wage increases being the primary drivers of growth.  The strong growth in consumer spending is creating a welcome multiplier effect by creating further employment in sectors such as retail and hospitability” said Tom Trainor, Chief Executive of the Marketing Institute of Ireland.


Brexit and Consumer Confidence 

As a counterpoint to this, however, consumer confidence weakened in the face of protracted negotiations about Brexit and ongoing anxiety that the repercussions of a hard / no-deal Brexit scenario would damage the Irish economy and employment.

This is reflected in consumer spending, which is forecast to remain sluggish. Spending increased by 3% in 2018 to €104 billion, but slowed to 2.6% in the final quarter, reflecting a weakening of consumer sentiment. The outlook for this year is for consumption to moderate further as worries about a hard / no-deal Brexit and the implications for the economy persist, with growth in confidence limited to 2.1% in 2019 and 2% in 2020. These forecasts assume that consumer confidence will remain subdued, as the risk of a disruptive UK departure from the European Union remains. 

Household deposits in Irish banks grew by 4.3% in 2018 to €4.1 billion, the largest annual increase since early 2008, reinforcing a cautious approach by Irish consumers to their personal finances.

The state of the economy contrasts greatly with the UK, which over the past two years has experienced a weakening in virtually every metric tracked in this monitor, from property to cars to retail and services. In particular, growth in consumer spending has weakened, from an average of 3% in recent years to just 1.6% in 2017 and 1.8% in 2018. Only time will tell whether this downward trend is temporary.  


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.

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