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Maggie Timoney named as recipient of All Ireland Marketing Champion award

Posted By The Marketing Institute, Wednesday 1 May 2019

maggie timoney

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

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

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

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

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

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

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AIM Awards 2019: Meet the Judges

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

With just over two week to go until the AIM Awards 2019 gala night on Thursday 16th May, it's time to introduce you to some of the judges. We are delighted to have a panel of great marketers, all members of the Marketing Institute, from a wide range of companies and industries to adjudicate this year's high standard of entries and face the difficult task of recognising the very best in marketing.


Nuala KroondijkNuala Kroondijk 

Head of Marketing for Business & UK, AIB

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


James GillepsieJames Gillespie

Senior Account Manager, Mintel

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




Pat StephensonPat Stephenson

Founder + Head of Account Management, Boys + Girls 

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


Paul cartonPaul Carton

Head of Consumer Brand, Vodafone Ireland

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


Caroline DonnellanCaroline Donnellan

Head of Marketing, Insights & Propositions, KBC

Caroline is Head of Marketing, Insights and Propositions at KBC, with responsibility for building the KBC challenger brand – ‘The Bank of You’- in Ireland. She is responsible for the development and implementation of KBC’s marketing and insights strategy to drive awareness of the brand and its unique ‘digital first’ offering. As a challenger bank, it is part of her role to ensure that the KBC brand stands out in consumers’ minds, and constantly looks at new ways of doing things. Caroline has over seventeen year’s experience in marketing and holds an Honours Degree in Business Studies and Marketing. 


Nicky DoranJohn Boyle

Director Business Development & Marketing, William Fry

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


Jan RichardsJan Richards

Head of Insights & Planning, Dublin Airport

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

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


Gerard TannamGerard Tannam

Strategic Brand Builder, Islandbridge

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



We'll be introducing more judges next week!

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

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

Tara O'Rourke Coca-Cola

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

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

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

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

What is the biggest challenge you face in your role?

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

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

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

Describe a typical working day.

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

What do you love most about your role?

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

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

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

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

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


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News of Feargal Quinn’s death received with great sadness

Posted By The Marketing Institute, Thursday 25 April 2019

The professional marketing community throughout Ireland has been saddened to hear of the death of Feargal Quinn.
The Superquinn founder was a business leader and a visionary who inspired many people throughout his life, and he left an indelible mark on Irish retailing.
Tom Trainor, Chief Executive of the Marketing Institute of Ireland, said “Feargal was a Fellow of the Institute, he served as President of the Institute, and  he was a recipient of our Marketing Champion Award. He was a steadfast supporter of the work of the professional body. Our deepest condolences go to his family”.   


Feargal Quinn
Feargal Quinn makes his acceptance speech after receiving the Marketing Institute of Ireland’s Marketing Champion Award in 2009.

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Coca-Cola and Enterprise Ireland help small businesses grow with the Thrive Project

Posted By The Marketing Institute, Wednesday 17 April 2019

Petre Sandru
Petre Sandru, Country Manager, Coca-Cola Ireland.


Petre Sandru, Country Manager, Coca-Cola Ireland, discusses how the Thrive Project came to life, how it helps the next generation of food companies grow through unique insights and learning, and how it fits into Coca-Cola's strategy.


How did the Thrive Project come to life?
The Thrive Project that is operated by Coca-Cola and Enterprise Ireland ran initially as a one-year pilot project in 2016. It was established by Irial Finan who at that time served as Executive Vice President and President of Coca-Cola’s Bottling Investment Group. Irial is a Roscommon native and had a 36 year career in Coca-Cola working right up to the highest levels of senior management in Coca-Cola HQ in Atlanta. He was invited to participate in the Irish Government’s Global Irish Economic Forum and committed to establish a mentorship programme for emerging Irish food and drink businesses giving them access to senior Coca-Cola leaders and exposure to how Coca-Cola runs its global business. In turn the companies would be challenged to apply what they learned from Coca-Cola to their own business to help them to scale and grow internationally.  Enterprise Ireland kindly agreed to partner with Coca-Cola in this new project and the first eight companies were selected for the initial pilot. And from there, The Thrive Project was born.

Tell us a bit about the initiative.
Thrive has evolved in its four years, but the main principles stay the same. We begin the programme with an intensive two-day workshop at Coca-Cola headquarters in Atlanta. There the companies meet senior Coca-Cola executives and hear from experts across functions – supply chain, strategy, packaging, procurement, new brands, and many others. They have a unique opportunity to hear how a company on our scale operates and segments its business. They also meet some of the Irish people who hold senior positions in Coca-Cola’s global management. Due to Coca-Cola’s manufacturing footprint in Ireland there are opportunities for Irish people to develop in the company, and it is always good to connect with them during the programme. After Atlanta Enterprise Ireland run a series of business diagnostics with the companies to identify what areas of their business can feel the benefit of our programme. We then bring the companies to our Western Europe headquarters in London for a crash-course in Coca-Cola marketing. Once again, this is led by one of our Irish leaders who give them an overview of the practices and processes that have helped make Coca-Cola so famous for its excellent marketing campaigns. In London the companies also visit Innocent and hear about their own journey from disruptive start-up to major businesses, and how it manages to maintain its own unique identity and culture while simultaneously being owned by The Coca-Cola Company. The business diagnostic then enters a final phase before a formal graduation from The Thrive project.

How were the participants selected?
Enterprise Ireland select eight food and drink companies with high potential to participate. These companies must be established in the domestic market and are now looking to expand their operations internationally. They must be committed to the programme for six-months and we ask that one individual at senior management level (usually the company CEO and/or founder) participates throughout. This helps the dynamic among the group that is a key component of the project.

Tell us about their journey.
The Thrive Project participants are all fully committed to their businesses. Generally they have been there from day one, as founders or early leaders. They may be operating across functions and very much involved in the day-to-day running of their business. They will have achieved a certain level of success locally but are now seeking to expand their business and their markets. They may be experts in one field of their business but are eager to develop a certain side of their business to the greatest possible extent. The Thrive Project is designed to help them but also to give them some time and space to reflect on how their business is evolving. It also allows them to see that a company the size and scale of Coca-Cola also faces similar dilemmas. We also don’t get everything right. But when we don’t we try and learn from it and build from there. I think that hearing that from Coca-Cola and listening to how we operate our business gives them both inspiration and confidence to develop their own business models.

How does the initiative fit into Coca Cola’s strategy?
The Thrive Project has been a real success for us and is something we are proud of. It is a project that exists only in Ireland, yet other Coca-Cola markets are looking at implementing similar business development projects. For Coca-Cola it is about recognizing our place in the Irish food and drink industry and adopting a leadership position to help others to grow. It is also about developing a strong network of Irish businesses and individuals both within Coca-Cola and in the wider industry in Ireland.

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