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Mirror Media rebrands as Reach

Posted By The Marketing Institute, Wednesday 6 November 2019
Updated: Monday 4 November 2019

Joanne McGreevy, Managing Director, Reach


Mirror Media, publisher of the Daily Mirror and Belfast Live, has formally changed its name to Reach here.

The publisher’s parent company in the UK rebranded to Reach from Trinity Mirror in May 2018 following the acquisition of the then Northern & Shell owned titles - Daily Express, Daily Star and OK! Magazine - but ‘the timing wasn’t right for the Irish business to take on the new name’ according to Managing Director, Joanne McGreevy.

“As our business continues to evolve in Ireland, our portfolio of newsbrands reach far beyond just ‘The Mirror’ title now, so the time is right to fall in line with the rest of our publishing group and for the Irish business to adopt the ‘Reach’ name,” said Joanne.

“The new name encapsulates the reach our print and digital titles have with readers. Reach is a better reflection of who we are, what we do and what our ambitions are for our business.  

“With more brands making up our portfolio, we reach more people now and advertisers can reach more audiences through our media brands.”

When Reach (then Trinity Mirror) acquired Northern & Shell, the deal also included a 50 percent stake in the Irish Daily Star newspaper which is owned under a joint venture agreement with Independent News and Media, requiring competition clearance in Ireland.

“Since the acquisition, we have also launched a new Irish digital site - Cork Beo -  and all of this has materially changed our business for the better,” continued Joanne. “So it was high time our name reflected these changes too.”

Mirror Media was already one of NI and Ireland’s biggest news media organisations owning two daily national newspaper titles (including the Irish edition of the Mirror), four Sunday titles [NI and Irish editions of the Sunday Mirror and Sunday People], one magazine and five websites.

The publisher recorded its highest collective performance ever in September, amassing 55m global page views in one month across desktop, mobile and its app suite. 

As of October 1st, redirects to and the website has been rebranded.

Stakeholders dealing with the commercial teams at Reach in Belfast and Dublin will notice company emails have also already been updated. 

The move is a change of corporate name only for the company, and does not impact its stable of newsbrands, all of which retain their identities.




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Joanne Grant of JCDecaux Ireland named Chevalier de l’Ordre National du Mérite

Posted By The Marketing Institute , Wednesday 6 November 2019
Updated: Monday 4 November 2019


Stéphane Croat, French Ambassador to Ireland and Joanne Grant, Managing Director of JCDecaux Ireland 


Joanne Grant Managing Director of JCDecaux Ireland has been named Chevalier de l’Ordre National du Mérite by H.E. Stéphane Crouzat the French Ambassador to Ireland at the French Residence on Ailesbury Road, Dublin on Thursday 31st October 2019.  This award is to recognise Joanne’s contribution to developing relationships between France and Ireland and in particular for assisting the Embassy, French companies and citizens through her work with the France Ireland Chamber of Commerce.
As MD of JCDecaux in Ireland Joanne has responsibility for overseeing advertising and public realm enhancement contracts with Dublin City Council (including the Just Eat dublinbikes scheme), the National Transport Authority (bus shelters) and Transport Infrastructure Ireland (LUAS). Joanne was President of the France Ireland Chamber of Commerce during 2017 and 2018 and currently sits on the Executive and Council committees of the Chamber. JCDecaux is the world’s largest out of home media company and in Ireland has in recent years developed the business through innovative contracts installing premium quality advertising displays in the public realm and upgrading the national bus shelter network.

Joanne said: “I feel very honoured to be awarded the Chevalier de l’Order National du Mérite.  As well as my involvement in the France Ireland Chamber of Commerce I have been working for a fantastic French company for over 22 years now and I am very proud of what our team here has achieved and the difference we make on the streets in Ireland every day with our high quality JCDecaux products”.


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MCCP launch Spotlight monthly email

Posted By MCCP, Wednesday 2 October 2019
Updated: Tuesday 1 October 2019

MCCP have launched their new and improved monthly email, Spotlight, designed to get us all thinking differently. Each month the MCCP team will curate a selection of articles from the world of branding, culture and innovation, just for you.

Spotlight is designed with your business challenges in mind, giving you the information and insight to become expert in the most important areas of your business today. It with enable you to improve your consumer understanding, business culture and how to thrive in the ever-changing business world.

MCCP Spotlight is a team effort, bringing together the insights of our researchers and strategists, who work across Strategy, Discovery Research, Innovation and Culture.    
Visit and sign up for the Spotlight mailing list on the homepage or contact, MCCP’s senior business development manager, Declan Flynn ( for further information. 




MCCP are a strategic branding agency, with expertise across research, brand strategy innovation and culture. We bring our experience with local and global brands, our rigour and bold thinking to every challenge. We are a multiskilled team who are experts in their field. Above all we are passionate about finding the right solutions that will ensure you develop successful strategies because we are driven by results and success. 

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Appointment notice - Orla Clancy, MPRII joins Spearline® in West Cork

Posted By The Marketing Institute, Wednesday 19 June 2019

orla clancyAppointment notice - June 12, 2019

Orla Clancy, MPRII has recently joined Spearline® in Skibbereen, Co Cork as Senior Marketing Manager, PR & Brand Development, Lead Generation.  Spearline® independently monitors toll, toll-free and premium-rate numbers.  It tests audio quality and connectivity for its customers globally. An innovative company that has developed unique infrastructure for the telecommunications industry, Spearline® has servers in over 60 countries.  Orla’s role involves building brand awareness for Spearline® by strategically communicating with its key stakeholders.



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Jarlath Jennings RIP

Posted By The Marketing Institute, Monday 20 May 2019

Jarlath Jennings

Jarlath Jennings died suddenly on 14 May 2019, and the news was received with both shock and sadness by Ireland's professional marketing community, among whom he was so well known, liked and respected.
Jarlath's involvement with the Marketing Institute goes back to his student days when he, like so many others, qualified through the Institute's Marketing Graduateship programme. He was committed to professionalism in marketing, and he embodied this value continuously in his own approach and conduct.
Jarlath sought to give back to his profession, and in his so doing, many others benefited. As he rose through his own highly impressive career in McConnell’s, where he became Managing Director, Jarlath remained committed to the continuing education of marketers. He was a tireless supporter of, and participant in, the work of the Marketing Institute in various capacities over the years.
Jarlath was deservedly elected to Fellowship of the Institute, our highest grade of membership. He later served a term as Chairman, during which time he oversaw the overhaul and modernising of our governance structure, which set us up for the success that we enjoy today.
After retiring early from his business career, Jarlath indulged his lifelong passion for classical music and opera, and having completed a Masters Degree in this area, he travelled widely in pursuance of this interest.
Jarlath Jennings is remembered by marketers as a committed and effective professional, and as a good and decent man with whom it was a joy to work.
Our condolences go to his beloved wife Marian, and their son Eoin.
Ar dheis Dé go raibh a anam uasal.
Tom Trainor
Chief Executive

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Core announces Ciara Shaughnessy and Orla McKinney from Vhi as winners of the Cannes Young Lions ‘Core Young Marketers’ 2019 prize

Posted By Core, Wednesday 17 April 2019

Young Marketers 2019


Ciara Shaughnessy and Orla McKinney from Vhi have been named as the winners of the Young Marketers’ category of IAPI’s Cannes Young Lions Competition 2019 which is sponsored by Core, Ireland’s largest marketing communications group.


Ciara and Orla, who worked as a team to create their entry for the competition, will now travel to the Cannes Lions Festival in June torepresent Ireland in the global ‘Young Marketers’ contest, competing against the best young creative marketing talent from over 100 countries. Upon arriving in Cannes, they will have just 24hours to answer a brief set by a non-profit organisation. This year's non-profit organisation for the Irish regional competition was ENAR Ireland (European Network against Racism).


The Cannes Lions Festival is an eight-day long international festival of creative thinking, digital innovation, education and networking. Attended by nearly 20,000 delegates from all over the world, it is the benchmark for the very best in global creativity.


The ‘Young Marketers’ competition is an opportunity for the brightest professional minds working in the industry to demonstrate their strategic thinking and creative approach to solving important marketing challenges. Core recognises that creativity is not simply reserved for agencies - it’s at the heart of clients’ businesses too.


To win an opportunity to travel to Cannes, entrants, who had to be aged 30 years or under, were asked to develop a ‘big idea’ for ENAR Ireland, the European Network Against Racism. The brief asked marketers to think about how their brands or organisations could creatively highlight the invisibility of racism in Irish society.


A team of 14 Young Lions in total will travel to Cannes with IAPI, representing the best young creative talent in Ireland in the areas of marketing, media, digital, design, PR, print and film.



Shane Doyle, Group Strategic Director, Core, says:


“Core sponsor this category in the Cannes Young Lion competition for a specific reason. It is the only competition in this market that supports and celebrates creativity for young marketers. The ‘Young Marketers’ prize recognises that creativity is no longer simply reserved for agencies - it’s at the heart of clients’ businesses too. This process begins and ends with the client and Core believes that great work really does start with brave and imaginative clients.


What has been most enjoyable about being a judge for this competition is witnessing the appetite of young marketers to be creative. This year’s entries showed great clarity, razor sharp thinking, boundless enthusiasm, highly professional presentation skills and above all thing, real creative endeavour. This illustrates the wealth of creative potential of Ireland’s young marketers. As a result, Core is absolutely delighted to be in a position to support the next generation of marketers to unleash their creative thinking, and we are thrilled that Ciara and Orla will be representing Team Ireland this year”.


This year's Young Lions will be presenting their winning ideas at the Iapi Winner’s Showcase event on 10th May.

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MII Fellows' Amber Project Visit

Posted By The Marketing Institute, Thursday 21 February 2019

The Fellows of the Marketing Institute of Ireland are briefed on the Amber Project at Trinity College.

Amber, the Science Foundation Ireland-funded materials science research centre, which is located at Trinity College Dublin, has launched a new additive manufacturing lab to produce three-dimensional objects without the need for complex moulds or extrusion.

The centre has invested in a suite of 3D printing technology that spans the full spectrum of materials from ceramics and metals, to polymers and biomaterials. Researchers at the lab will be using the first-of-its-kind machinery to try to discover new materials and printing methods that could be drivers for technologies such as the internet of things (IoT), wearable and flexible devices, and personalised healthcare products.

Additive manufacturing, which is more commonly described as “3D printing”, has been hailed in some quarters as part of the “fourth industrial revolution” and it has applications across a wide range of sectors, including aerospace, automotive, healthcare and defense. The market is projected to be worth as much as $600 billion (€491 billion) by 2025.

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Grace Got Gold!

Posted By The Marketing Institute, Wednesday 6 February 2019
Updated: Tuesday 5 February 2019
Grace McCullenOur fully accredited part-time MSc in Digital Marketing and Analytics is designed for qualified professionals looking to upskill and master the disciplines of digital marketing and data analytics. The programme is delivered over 16 months in conjunction with TUDublin.

Grace McCullen is a recent graduate and was awarded the Gold Medal for the MSc graduating with first class honours. 

Grace completed the part-time course while consulting with Alltech to launch the Pearse Lyons Distillery. Grace’s background is in strategic planning, marketing and sales having  worked with leading brands and experiences including TaytoPark, Heineken, Hovis and Glanbia. 

Grace recently joined the consulting team at PwC as a sector specialist in the Retail & Consumer Practice and is working with multi discipline teams to help clients develop strategic growth plans, embrace data led insights, digitize business and to solve complex problems. 

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MCCP renews sponsorship for the 2019 Marketing Breakfast Series

Posted By The Marketing Institute & MCCP, Tuesday 15 January 2019

mccp sponsors marketing breakfast

The Marketing Institute is delighted to announce that MCCP return as official sponsors of our “Marketing Breakfast Series” for 2019, following a very successful series in 2018. 

The Marketing Breakfast Series is a sequence of early morning events held in central Dublin exploring marketing themes and practices in a wide range of different areas. The series is geared towards marketing professionals working or involved in strategy, planning, branding, communications, pr, advertising or management.

Welcoming the news of the 2019 sponsorship, Marketing Institute chief executive Tom Trainor said ”We are delighted to have MCCP with us in this high profile event series in the year ahead, as their in-depth knowledge of the latest thinking in our profession adds great value to our collaboration.”

With MCCP on board once again this year, we are looking forward to the series’ continued success. MCCP are a leading strategic brand agency, with expertise across research, brand strategy innovation and culture – partnering with clients to bring transformational growth. They bring their experience with local and global brands, rigour and bold thinking to every challenge, and MCCP’s inputs are instrumental in making The Marketing Breakfast so successful. 

Previous events in the series included speakers from Heineken, Smurfit Kappa, KBC Ireland, RTÉ, Sky Ireland, Kelloggs, Diageo, Leinster Rugby, Paypal, Arnotts, McDonalds, Liberty Insurance, Tesco, The Irish Times, Irish Distillers, Today FM, Teeling Whiskey Company, Zahra Media Group, Glanbia and Eir. 

Our collaboration this year will bring an overall theme of transformation to be spread across eight breakfast events with top speakers from the profession. 

You can find a list of the upcoming breakfast dates here. 

 ‘We are delighted to continue as sponsor in 2019, where we can share stories of brands and businesses that are transforming by realigning their strategies with clear purpose through; who are focussed on customer centred innovation; and who strive for an engaged and inspired and internal culture’ Kay McCarthy, Founder & MD MCCP. 

We are looking forward to another exciting year with the MCCP team. 


View upcoming Marketing Breakfast dates here.


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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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