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MII announces Four New Fellows

Posted By The Marketing Institute, Friday 14 September 2018

marketing institute fellows 2018
L-R: Paula Murphy, Alan Cox, Tara McCarthy, Peter McKenna, Aedamar Howlett, Tom Trainor


Dublin – 14 September 2018

The Marketing Institute of Ireland has announced the elevation of four of its members to Fellowship of the Institute.

The four are:

  • Aedamar Howlett, Marketing Director Coca-Cola GB & Ireland
  • Alan Cox, Chief Executive, Core
  • Peter McKenna, Commercial Director, GAA
  • Tara McCarthy, Chief Executive, Bord Bia

Fellowship is the highest grade of membership of Ireland’s professional body for marketing, and it is awarded periodically by invitation of the Board of Directors of the Institute on the basis of recognised achievement and professional standing among peers.

Acceptance of an invitation to Fellowship represents a commitment on the part of the member to act as an ambassador for the aims and objectives of the Institute in regard to strengthening the profession of marketing in Ireland. They promote the work of the Institute in their professional circles and advocate for continuing professional development. Fellows of the Institute are entitled to use the professional designation “FMII” after their names.

Speaking at the announcement of the Fellowships this morning, Marketing Institute Chief Executive Tom Trainor said “The effectiveness of a professional body like ours is greatly impacted by the strength of our members who get behind our aims and activities. The four new Fellows we have announced today give us, through the high regard in which they are held across the profession and beyond, significant additional muscle in advocating for professionalism and high standards of performance in marketing. We thank them for their support, and we know that the whole profession will join with us in congratulating them.


Aedamar HowlettAedamar Howlett

As Marketing Director, Coca-Cola Great Britain & Ireland, and a member of the company’s Western Europe Marketing Leadership Team, Aedamar Howlett leads the marketing activity of some of the world’s most successful brands. She has responsibility for  portfolio of over 20 brands, including the iconic Coca-Cola brand, representing £1.9bn retail sales value last year.

Her achievements have been widely recognized and Campaign Magazine has listed her in the Power 100 in both 2017 and 2018.

Aedamar joined Coca-Cola Hellenic in 1996 where she held a number of roles in sales, category management and channel management. She moved to The Coca-Cola Company as brand manager for Sprite in 2001 and held responsibilities in marketing, innovation and commercial roles.

Then, after a number of years consulting with clients such as Kellogg’s Europe, Heineken and Telefonica, she returned to The Coca Cola Company as Country Manager, Ireland in 2015 to manage a period of significant change.

She was Chairperson of the Irish Beverage Council until earlier this year, and she holds a degree in Economics and Business Studies from Trinity College Dublin.


Alan CoxAlan Cox

Alan Cox is Chief Executive of Core, Ireland’s largest media communications company. He began his career in the advertising sector in 1985, and worked in a range of roles.

After four years as media director with Bell Advertising, part of Ogilvy & Mather, he was appointed managing director of Ogilvy’s new media company The Network in 1997, and invited to join the European board of the company the following year. In 1999 he joined Carat Ireland where he spent seven years until his move to Core in 2006.

In 2017, Alan co-authored Marketing Multiplied, a study into the impact of marketing communications from macro-economic and micro-economic perspectives. The book received a President’s Award from the World Federation of Advertisers earlier this year.

Alan has served on a range of industry groups, including the Joint National Listenership and Outdoor Research bodies. He was also Chairman of TAM Ireland for a two-year term.

Core has received a range of accolades, including being voted Agency Network of the Year for the last six years, and one of the top workplaces in Ireland for eight years running.


Peter McKennaPeter McKenna

Peter McKenna was appointed in 2001 to the position of Stadium Director of Croke Park, the iconic and historic stadium which, with a capacity of 82,300, is Europe’s fourth largest stadium. He also carries a brief as Commercial Director for the wider GAA organisation. His broad responsibilities include the operation and management of Croke Park Stadium, and the steering of the GAA’s sponsorship, media rights, licensing and general games promotion.

In 2013, Peter won the Marketer of the Year Award, and in 2016 he was the Stadium Business 2016 recipient of the Outstanding Industry Contribution award.

Prior to joining Croke Park, Peter was Chief Executive of Smurfit Publications, Smurfit Publishing and Design, and Peter is a Chemical Engineering graduate from University College Dublin.

In addition to his work with the GAA, Peter is engaged in a number of external interests, including being a Director of Fire Station Artists Studio and Chairman of the Institute of Investing and Financial Trading.


Tara McCarthyTara McCarthy

Tara McCarthy is Chief Executive of Bord Bia, the Irish Food Board. She is the leader of the organisation which seeks to develop markets for Irish food suppliers throughout the world, and it operates a network of overseas offices from New York to Shanghai.

She was previously Chief Executive for Bord Iascaigh Mhara (BIM), Ireland’s seafood development agency.

Tara was previously Director of the Food and Beverages Division in Bord Bia, and she led a senior-level team to develop key sectors such as seafood, dairy, prepared foods and small business.

Tara has over 20 years experience in the wider food industry, including extensive international exposure, having operated in overseas markets for a decade in Germany, France and Belgium.

Tara is an affiliate of IMD Business School in Switzerland, and is a regular contributor to industry studies such as the Irish government’s Food Harvest 2020 and Food Wise 2025 reports. She has delivered a number of instrumental initiatives for the Irish Food Industry under the ‘Pathways for Growth’ programme.

Tara holds a Bachelor of Commerce degree, and an MBS in Marketing from Smurfit Business School at UCD.

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