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A Day in the Life of... Suzanne McGann, Head of Marketing and Communications at The Convention Centre Dublin

Posted By The Marketing Institute, Wednesday 12 September 2018
Updated: Tuesday 11 September 2018

suzanne mcgann ccd

The Marketing Institute: What does a Head of Marketing and Communications at The Convention Centre Dublin (The CCD) do?

Suzanne McGann: As the Head of Marketing and Communications, I’m responsible for all elements of The CCD brand – developing integrated strategies and plans, managing the brand identity, public relations, internal communications, in-house digital media and all promotional activity.  This means both developing the strategy and being responsible for the delivery of all marketing activity.  I’m also a member of the Direct Leaders team, so I’m involved in developing the overall strategy for the organisation.  At the end of last year, we set out our Vision 2025, so it’s an exciting time for us.


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

I started my career in financial services marketing in Bank of Ireland.  Working in such a large organisation was a great training ground for both business and marketing.  I worked in a variety of marketing roles there, as well as spending three years as a currency dealer, before going back to my marketing roots in the French and UK markets with AXA Life Invest.  In 2014/15, I also fulfilled a personal goal of retraining and working in the fitness industry as a personal trainer.  That was a lot of fun and early mornings!  I started in The CCD in March 2016 and I love working here. The people are great, there’s always something going on and the business tourism industry is so interesting.


What is the biggest challenge you face in your role?

One of the biggest challenges for marketers today is to stand out in a competitive market. Our marketing strategy is built on brand awareness in predominantly international markets, a competitive and noisy environment.  All our marketing activity must resonate with customers and prospects and stand out in their minds.  In December of last year, we won World’s Leading Meetings and Conference Centre at the World Travel Awards, so we are lucky to have a strong brand identity, which we promote and protectIt’s a constant challenge to make your brand stand out, but it’s an interesting and enjoyable one.

On a personal level, my biggest challenge will always be time!  Marketing changes and moves so quickly – there is always more you can do and different ways to look at what you do.  It would be great to have more time to consider and test new ideas, perspectives and trends.


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

Strategic thinking and operational delivery, flexibility, attention to detail and strong communications skills.  I have both strategic and operational responsibility, so I need to be able to move between the two and deliver on both.  It’s important for me to translate our day-to-day marketing activity into a longer-term perspective on strategic output.  Attention to detail is key in my role, and strong communication skills, of course, are crucial, whether that’s with clients, the media or Clann CCD (our team).


Describe a typical working day.

Most of my days start between 5.00am and 5.40am, depending on whether I’ve planned a pre-work run or not.  Morning runs are the best…once you’re on the road!  I’m usually in the office just before 7.00am when I check and reply to emails and see what’s on for the day ahead.  It’s after this that the days get less typical, and I think anyone in Marketing would agree that there really is no such thing as a typical day.  It could be a day of meetings, a day at my desk catching up on actions, or as is the case currently, planning and budgeting for next year.  Work/life balance is so important to our health and wellbeing, so I try to leave the office before 5pm in the evenings. It’s not always possible or practical, but it is something that I keep an eye on, both for myself and my team.


What do you love most about your role?

I love the variety of work and the people I work with.  Everyone says it, but the people you work with really make a difference to your job. I have a great Marketing team, and among us we have knowledge and experience from a variety of industries. As a small team, it’s important that we support, learn and challenge each other and we demonstrate all of these in abundance.


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

This year has taught me that, despite best planning efforts, the universe has its own plan for you. And while I would have always been a planner, and indeed still am to an extent, I’m happy enjoying what I’m doing right now.  From a career point of view, what’s important to me is to keep learning and being challenged, and to grow and add value to any company with whom I work.  I hope that the next step in my career will offer me the opportunity to continue to do this.


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

I have been very lucky to know and work with many people who have inspired me at different stages of my working life.  Helen Roberts is a business coach who helped me to make the pivotal move in my career.  She continues to inspire me with her authenticity, motivation and positivity. I still sometimes ask myself “What would Helen do?”.  I get daily motivation from Danielle LaPorte and Alison Canavan, whom I follow online, both successful business women who inspire me to be the best I can be both professionally and personally and without compromise.

On a personal level, my sister Karen is a true inspiration and someone I’ve always looked up to.  At age 12, she knew exactly what she wanted to do and went for it in the competitive and tough environment that is television direction and production.  A successful BAFTA nominated producer / director, she continues to challenge and push herself out of her comfort zone, achieving and delivering great work, while remaining true to herself.  

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Meet the Speaker: Q&A with Keith McCormack of Today FM

Posted By The Marketing Institute, Wednesday 12 September 2018
Updated: Tuesday 11 September 2018

keith mccormack marketing breakfast

Keith McCormack will speak at our upcoming Marketing Breakfast in partnership with MCCP, where he will discuss the award-winning rebrand of today FM.

Keith is the CEO of Today FM and Music and Entertainment at Communicorp Media. Keith was appointed CEO of Today FM in June 2016, after two years as the CEO of sister radio 98FM where he built a phenomenal team and led both commercial and market share growth under his stewardship. Prior to joining 98FM, Keith worked for 6 years with Failte Ireland where he held various roles including Director of ‘Visit Dublin’ and Head of Events. Keith also held marketing positions in Greenstar, Glanbia and Irish Biscuits.


The Marketing Institute: You have an extensive Marketing background, what would you consider are some key career highlights?

Keith: I have been lucky over my career to  work with some great FMCG, Service, Destination and Media Brands. I have very much enjoyed working on all of these brands. If I had to pick out some highlights: developing the business plan for the Gathering Ireland Initiative, leading the rejuvenation of 98FM in Dublin, developing the tourism destination plan for Visit Dublin, bringing the Solheim Cup to Ireland and of course Today FM’s new brand evolution.

MII: What are the main challenges facing your industry at the moment?

Keith: The Irish Broadcast media industry operates in an environment of significant disruption and challenge, as a result of changing consumer behaviour and technology. This challenge is particularly evident in the younger demographic, who are now moving life stages and how will their current digital behaviour impact the future broadcast landscape.

At Today FM we continue to evolve our strategy and business model to meet changing audience needs. We will continue to invest in Irish content and brands. As part of that evolution, we will continue to better integrate our broadcasting services with non-linear (on demand) and social media. 

MII: What’s one piece of advice would you give your 25-year old self? 

Keith: Slow down. Find a mentor, stay with them and learn what you can. Don’t rush for the next promotion, and the next” title”. Set out a career path. Move industry as much as you can. Really test yourself. 


MII: Looking towards the next 12 months, what do you hope to achieve? 

Keith: Grow and deepen our connection with our audience, particularly in our core 25-45 year old demographic.  We want to strengthen our position as Irelands No.1 commercial Radio brand. That is not just through our on-air broadcast service, it will also be across our digital and social platforms. Today FM shares a strong and unique connection with its audience and we need to continue to develop audio products and services that allow our listeners to enjoy their favourite personalities and music, on a platform of their choosing. While at the same time introducing new commercial solutions for our media brands and customers. 

MII: Your favourite recent marketing campaign?

Keith: This year we have seen some great campaigns from the big agencies and brands, and some nice public messaging campaigns as well. Bound together from Guinness and BBDO, “Don’t be Dick” JWT and Dublin city councils, “Seize the Denny” from Rothco and Kerry Foods. But my favourite so far this year is from ESB and TBWA and the Brighter Future campaign – a great cover version music track, nice cinematic production and a well told story – from the outside its looks like it will hit the campaign brief. Well done to both teams! 

MII: One reason marketers should attend The Marketing Breakfast Series in partnership with MCCP with you?

Keith: The Irish Media Broadcast landscape is a fascinating place – as we experience consumer behaviour and technology change at a pace not experienced, ever before. Come and listen to how this Irish Broadcast brand is fighting back… and winning.


Book your place for the Marketing Breakfast with Keith McCormack:

Where: Fire Restaurant, Dawson Street, Dublin 2
When: Wednesday 19th September, 7:45 - 9:00am

Register here

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Who Won The Summer of Sponsorship 2018

Posted By The Marketing Institute & ONSIDE, Wednesday 5 September 2018

who won the summer of sponsorship

Interested in learning about what consumers, thought leaders, and your industry peers think were the highs and lows of this past summer of sponsorship? Then join us for another insightful marketing breakfast in partnership with ONSIDE as we examine the changing landscape of Irish sponsorship in 2018. Key areas for discussion will include SPORTING MOMENTS 2018, GAME CHANGERS, SPORT STAR and 2019 - LOOKING AHEAD. Our expert panel will feature key sponsorship influencers from Ireland’s biggest brands and rights holders.

Be a part of the discussion! Tell us who you think ‘Won the Summer of Sponsorship’ by taking this short survey. Survey results will be shared and discussed during the event, and all participants who take the survey will receive a free Key Findings Snapshot Report of this research!

Participants in this survey will be entered into a draw for two tickets to the IRELAND V Argentina game as part of the Guinness Autumn series, at the Aviva Stadium on Saturday 10th November.

For more information or to register for this event, check out our event page.


take survey

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A Day in the Life of... Kay McCarthy, Founder and MD at MCCP

Posted By The Marketing Institute, Tuesday 4 September 2018

Kay McCarthy MCCP

What does the founder and MD at MCCP do?

As founder and MD of MCCP, I have a multitude of roles within the company. My job is to lead and enable people, both on my team and our clients, to achieve great things for themselves and the business they work for. This can range from creating a new brand purpose for e.g. Rehab Group, to creating new cider brand propositions such as Appleman’s and Orchard Thieves, or to help shaping a high-performance culture for a large multinational.  Each project and relationship brings its own challenges and opportunities, meaning that I must be able to flex and adapt to shape what is right for our client. The ever-changing dynamics are what keep me motivated.


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

Prior to founding MCCP, I worked at Guinness Ireland now Diageo where I worked as strategic insight manager as well as holding senior brand manager role on the iconic Guinness brand. I then joined agency side at the award winning McCann Erickson Dublin based agency at Strategy Director where I was headhunted to Strategic Planning Director EMEA  and then back as Deputy MD . In these roles I had the opportunity to develop pioneering brand planning techniques across a wide portfolio of  global  brands.


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

Key skills which I find most valuable in my role include flexibility, being able to empathise with each of our team and our clients , where they are coming from and where they want to get to, team leadership, being able to coach, having an always-on agile mindset, getting to clarity and following my own values and purpose of doing the right thing for our team and clients. We try to leave egos as the door and seek each day to do our best work.


Describe a typical working day.

A typical day would begin early preparing for the day ahead, then meeting with the team, meeting with clients, preparing for whatever workshop is happening that week, and then return home where I cook and socialise with my husband and friends. Having a planning mindset I particularly like a good conversation and debate about what next!


What do you love most about your role?

There are many aspects of my role which I love. I enjoy the new changes and challenges I face every day, seeing my team grow, delivering great work which makes a difference to our clients work and life, and keep pushing boundaries of the industry.


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

I get inspiration from people who are real natural born leaders, who follow their own path, and live out their own purpose. I really admire and get inspiration from a wide variety of people and spheres including those past and present: Anita Roddick, Richard Branson, Jurgen Klopp, Alex Ferguson, James Dyson and Terence Conran. I am constantly inspired by many of my colleagues and clients, too many to name, especially those who are daring to follow their own values and purpose.


MCCP have recently located to new offices based on Great Stand Street, Dublin 1. Here’s a selection of photos from their office warming during the Summer.

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The Consumer Market Monitor - Q2 2018

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Friday 24 August 2018
Updated: Thursday 23 August 2018

consumer market monitor Q2 2018Brexit negatively affects new car sales in Ireland 


- Imported second hand cars doubled in two years up to 100,000 from 50,000 in 2015 

- Imports likely to overtake new car sales of 120,000 next year if trend continues 


read report


Dublin, August 24, 2018: The latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School has revealed that the number of imported second hand cars has doubled in two years up to 100,000 from 50,000 in 2015. Sales of new cars were down by 10.5% in 2017, a trend which is continuing into 2018, with sales down 4.9% in the first half of the year. 

Professor Mary Lambkin of UCD Michael Smurfit Graduate Business School said: “Two thirds of items on supermarket shelves are imported and that percentage is even higher for clothing and household goods. However, despite our reliance on a high proportion of imports for many types of goods, fears of Brexit have not materialised yet in most consumer sectors, except for car sales. Car sales are the one sector in which Brexit has had a clear and dramatic effect, driven by the significant fall in the value of sterling which has made car imports cheaper. While this is beneficial to the consumer, it is damaging Irish car dealerships,” she added.  

Consumer spending is growing at a steady pace and continues to be one of the main drivers of economic growth in Ireland, along with construction. Growth continued in both sectors in 2017 and this pattern is continuing in 2018. Consumer spending was up 3% for 2017 in current terms, while construction grew by 4.2%. Both retail and services, which make up the bulk of consumer spending, are up by an average of more than 4% annually, which is in turn driving strong vat returns which are up 5.5% this year so far.

Tom Trainor, Chief Executive of the Marketing Institute of Ireland said “The increasing number of people employed, together with increases in hours worked and, to a lesser extent, pay increases, have led to a substantial increase in disposable income and contributed to growth in consumer spending”.



General Summary

Consumer spending is growing at a steady pace and continues to be one of the main drivers of economic growth in Ireland, along with construction. Growth continued in both sectors in 2017 and this pattern is continuing in 2018. Consumer spending was up 3% for 2017 in current terms, while construction grew by an even higher 4.2%. 

Consumer spending is projected to increase by 4% this year in current terms, equal to 2.6% in real terms. This pattern is also expected to continue through 2019 with growth of 4% in current terms or 2.5% in real terms. 

The main drivers of this growth are population expansion, along with increasing employment. Employment growth has averaged 3% every year since 2012. Employment is forecast to increase by a further 2.6% this year, followed by 1.9% in 2019. There are now 2.2 million people at work, up 48,000 year-on-year, and up by 344,000 (+19%) from the low point in 2012. 

The increasing numbers of people employed, as well as increases in hours worked, is leading to a substantial increase in the amount of disposable income circulating in the economy. There has been a remarkable increase in gross disposable income -- it has increased up by about 5% a year in each of the past three years. In sum, it reached €102 billion in 2017, eclipsing the 2008 peak of €101 billion.  Disposable income is continuing to grow in 2018, at about the same rate of 5%, and this is expected to continue in 2019.

Pay increases have also contributed to the rise in disposable income, but by a smaller amount. Pay rates were up by around 2% per annum for the past three years. Increases of about 3% are forecast for this year, and a similar rate for 2019. Households across the economic spectrum are now starting to gain from strong employment and wage growth. 
Consumer confidence is also very strong here at present, and significantly higher than in the UK and the rest of Europe. It fell a little bit in recent months reflecting concerns about global risk factors and higher fuel costs, but it remains largely positive. 

Retail sales were strong in 2017, up by 4.3% in volume and by 2% in value, following growth of 3% in volume in 2016 with value static.  All retail categories performed well with household goods growing by double digits and out-performing all other categories.  

Sales of new cars are one important exception showing significant weakness, down by 10.5% in 2017 for a total of 127,045. New car sales are continuing to be weak this year, down 4.9% in the first half for a total of 83,037.

In contrast, there was a dramatic increase in the number of imported second hand cars, up 47% in 2016 and up the same again in 2017, to a total of 92,508. This growth is continuing in 2018, up 12% in the first half year suggesting a total of more than 100,000 for the year.

Sales of services are also strong, up by 4% a year for the last three years. Vat returns were correspondingly strong, up by 7.1% for 2017, and by a further 5.5% for the first half of 2018.  

Services sectors such as accommodation and food, and information/communications have grown by double digits in recent years. Others such as wholesale and transport have had mixed fortunes, possibly influenced by the bad weather early in the year.

Residential property is the sector under most pressure, as is well known. There were 50,000 homes sold in 2017, up by 11% on 2016, despite an acute shortage of supply -- just 18,900 properties were for sale in December 2017, or 1% of the national housing stock of 2 million homes. This strong demand is continuing in 2018, with 60,000 sales expected for the year. 



Consumer Confidence

Consumer confidence has been recovering in Ireland since 2013, reaching a record high in June 2015. At that point, it was well ahead of the last peak in 2007 and significantly higher than our European neighbours.

Confidence fell slightly through 2016, reflecting uncertainly about Brexit and industrial unrest. It picked up again in 2017, however, and ended the year on a high level, well above the EU average. 

Consumer confidence is remaining strong in 2018 although there has been a slight weakening in recent months. The current level is still consistent with a growing economy, with increasing employment and economic benefits expanding across the country.

Consumer confidence in the UK has been negative since Q2 2016 due to worries about Brexit as well as general political uncertainty. Confidence declined steadily through 2017, reaching a low of -8 in December. In contrast, consumer confidence has improved across the rest of the EU, reflecting strengthening economies.


Consumer Incomes and Spending

The disposable income of Irish households rose by 5% in 2017 to a total of €102 billion, eclipsing the last peak of €101 million experienced in 2007. Increasing numbers in employment was the main driver of the increase in disposable income, with pay increases contributing slightly also. Lower fuel prices and a weakening in the value of Sterling also boosted disposable income. 

Personal consumption, of which household spending is over 90%, closely mirrors income, increasing from €62bn to €95bn (+48%) from 2002 to 2008. Spending then declined for five years, a reduction of -15% in current terms and -7.5% in real terms.

Personal spending began to recover in 2014, up 2%, and up 4.5% in 2015. It continued to grow in 2016, up 4% in real terms, and was up 3% in 2017 to €100 billion, of which households accounted for €94 billion.

Consumer spending is continuing to grow this year, with forecasts suggesting that spending will be up by 2.6% for 2018, and by 2.5% for 2019.


Consumer Borrowing

Borrowing by Irish households grew at a record level from 2000 and peaked in March 2008 at €150 billion, but declined steadily from there, down 40% to €86 billion by Q1 2017. The trend finally reversed in 2017 with debt increasing by 2%, the first sign of a return to normal conditions. Total household borrowing stood at €88.5 billion in Q1 2018.

Loans for house purchase, which account for 84% of household borrowing, peaked in Q1 2008 at €124 billion, but dropped to a low of €73 Billion by Q4 2016, a cumulative decline of 40%. Mortgage lending has begun to increase again since then, up to €75 billion by the end of 2017, an annual growth of 5%. 72,489 (10%) of accounts were still in arrears at the end of the 2017. 

Lending for other consumption accounts for 18% of total borrowing. This category peaked in Q1 2008 at €30 billion but declined to €12 billion by December 2016, a reduction of 60%. It resumed growth in 2016 and grew by 5% in 2017 to €13.5 billion. 

Overall, the ratio of household debt to disposable income has fallen by 60%, from a peak of 215% in mid-2011 to 140% in Q3 2017. Despite this improvement, however, Irish households are still the fourth most indebted in the EU. 


Residential Property

Residential property is the sector under most pressure and this has been the case ever since the economy started to recover.  There were 45,342 homes sold in 2016 which was lower than the 47,313 sold in 2015 in a situation of very short supply. 

Sales strengthened in 2017, up 10% to 50,000, the highest rate of sales since the recession. This was despite a lack of stock; there were just 18,900 properties for sale in December 2017, or 1% of the national housing stock of 2 million homes. 

This upward sales trend is continuing in 2018, with 20,000 sales transactions in the first five months, and 60,000 sales expected for the year. This will be assisted by the increase in new homes being built, estimated at 20,000 this year, up 58% from 2015. 



The services sector recovered more quickly from the recession than the retail sector, showing modest growth from 2011 onwards, and overtaking the 2007 peak in 2014.

The services index grew by 4-5% per annum on average for the past four years, including 2017. 

Growth accelerated in Q2 2018 to 9.3% year-on-year, a considerable lift. Vat returns were also up more than expected, by 5.5% for the first half of the year.

The fortunes of individual service sectors have varied considerably over recent years; for Q2 2018 year-on-year: accommodation and food service are up 12.5%, wholesaling (+12.9%), administrative and support services (+19.8%), information and communication (+15.5%), transportation/storage (+11.2%), professional/ technical services flat (-0.8%), while other services fell (-14.8%).


Car Sales

Car sales began to recover in 2014, with sales of 92,361, a 30% increase, and this rate of growth continued in 2015 with 121,110 sold. Sales continued upwards in 2016, with 142,688 cars sold, a slightly lower growth rate of 18%. 

New car sales were weaker in 2017, down 10.5% year-on-year, for a total of 127,045. 83,037 new cars were sold in the first half of 2018, down 4.9% year-on-year, suggesting a figure of 138,000 for the year. 
In contrast, there was a dramatic rise in the number of imported second hand cars, up by 47% in 2016, and by a further 46% in 2017 to a total of 92,508. This reflects the weakening of sterling which made imports better value.

Imported used cars are continuing to increase in the first half of 2018, up 11.9% to 50,272, suggesting a total of more than 100,000 for the year. 


Retail Spending

Retail sales were strong in 2017, up 4.3% for the year in volume terms, and up 2% in value. Growth accelerated as the year progressed, to a level of 7% in Q4, summing to annual spending of €40 billion which is back to the levels seen in the last boom.  Vat returns were also very strong, up by 7% in 2017 for a total of €13 billion.

Retail sales excluding the motor trade grew by 4.5% in volume in H1 2018 and by 3% in value, year-on-year.  Household equipment continued to be the fastest growing category, up 9.7% in volume and 3% in value. Supermarkets and other food stores also performed well, and newsagents enjoyed a lift of 5.8% in volume and 6.7% in value, a positive boost after several years of negative figures.

  • Food sales up 4.9% in volume and up 3.3% in value; 
  • Non-specialised stores (supermarkets) up 5.6% in volume and 4.1% in value; 
  • Fuel up 1.6% in volume and 6% in value; 
  • Clothing, footwear & textiles up 2.3% in volume and 0.5% in value; 
  • Household equipment up 9.7% in volume and 3% in value;
  • Department stores up 4.2% in volume and 1% in value;
  • Pharmaceuticals and cosmetics up 5.9% in volume and 1.2% in value;
  • Bar sales up 1.1% in volume and up 3% in value.
  • Books, newspapers, stationery up 5.8% in volume and 6.7% in value. 


infographic consumer market monitor q2 2018


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


In 1964, University College Dublin became one of the first universities in Europe to offer the degree of Master of Business Administration (MBA).  In 1991, the graduate business school opened its own campus in Blackrock, County Dublin.  With over 100 faculty members, 1,300 students and 75,000 alumni worldwide, UCD Smurfit School is one of a small number of business schools worldwide and the only school in Ireland, to hold triple international accreditation (US - AACSB, European - EQUIS and UK – AMBA). The school’s programme has been consistently ranked among the leading European business schools’ programmes by the Economist and Financial Times, since 2000.


The School is also a member of CEMS and the Global Network for Advanced Management, which are alliances of leading global business schools.

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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