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2018 Sept 25 - Don't Miss The Mark
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2018 Sept 25 - Don't Miss The Mark

Don't miss the mark: marketing to the younger consumer.

When: Tuesday, September 25, 2018
8:30 AM - 10:00 AM
The Annex
8 Fumbally Lane, Dublin  Dublin 8
Contact: Aoife Doran
01 2160153

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Don't Miss The Mark 

This event is the exploration of why brands, and Marketers, often ‘miss the mark’ in marketing in relation to the younger consumer (18-35 yr olds).

Key Details

Don't Miss The Mark 

A joint event by The Marketing Institute and THINKHOUSE

Date: Tuesday 25th September

Time: 8.30am - 10.00am

Location: THINKHOUSE, Fumbally Lane, Dublin 8.


Member: €20 | Corporate Partners: €20 Non Member: €30 


The Marketing Institute, together with THINKHOUSE, present “DON’T MISS THE MARK” this September 25th at 8:30am at THINKHOUSE, Fumbally Square Dublin 8.

This event is designed for senior marketing professionals, with a limited number of spaces available.

The short event, which includes a light breakfast, is an exploration of why brands, and marketeers, often ‘miss the mark’ in marketing. By understanding, caring about, and investing in the younger consumer (18-35 yr olds) this interactive session explores how brands stay relevant, without missing the mark, in their marketing, advertising, events, social media and PR.

Jane McDaid, Founder and Head of Creative Innovation at Thinkhouse, will be joined by discussion panels, made up of her Thinkhouse colleagues as well as some of Thinkhouse’s clients, to share the pitfalls that brands can fall into when planning to communicate effectively with younger audiences.

This event is for Senior Marketers who want a short-cut to credible marketing approaches that will help them truly connect with the younger consumer without ‘missing the mark.’

Please note there is only a small allocation of tickets available for this event as places are limited.


More speaker details to be announced soon.



Jane McDaid

Founder & Head of Creative Innovation at THINKHOUSE

 In recognizing that brands were missing the mark when it came to youth culture and youth marketing, Jane McDaid established THINKHOUSE in 2001 at just 27 years old.  Since then, THINKHOUSE has grown to become one of the most respected specialist marketing companies that now works locally and internationally with many of the world’s biggest consumer brands and organisations. 
Thinkhouse’s innate understanding of youth culture, combined with powerful insights and culturally-led creative work, has attracted some of the world’s leading creative talent – an ambitious team of creative and communications specialists that push boundaries and innovate how marketing can, and should, be done.
Based in Ireland, and with an office in the UK, Thinkhouse was listed as one of “The World’s Leading Independent Agency’s 2018” in a publication by Campaign magazine. In 2016 McDaid was selected as one of the ‘innovator 25’, a list of EMEA’s (Europe, Middle East & Africa regions) ‘25 Most Innovative Marketers’ by The Holmes Report.
McDaid’s success in the commercial creative communications world is combined with her personal passion for design, art and culture and, just this year, she was appointed to the Board of N.C.A.D.



Nick Johnson, Managing Director, Unilever Ireland
Johnson joined Unilever in January 2011 as Business Operations Director within Customer Development UK. He assumed the role of Category Management & Business Operations Director in July 2011. In October 2013 took on the leadership of Shopper Marketing whilst retaining the category management function. He was appointed VP and Country Leader Unilever Ireland June 2014.  Nick Johnson oversees all of Unilever’s Irish operation, including Marketing.  Before joining Unilever, Nick was the board Sales Director at Birds Eye for 4 years responsible for the £450m business across total retail, wholesale and food service. He has also worked with JTI/Gallaher; Gillette UK and Proctor & Gamble.
Chin Ru Foo, Global Brand Director, William Grant & Sons
Chin Ru Foo is Global Brand Director, Irish and American Whiskey & Trailblazer Brands, which includes Tullamore D.E.W., the world’s second largest Irish whiskey brand. Chin Ru joined William Grant & Sons in January 2017 and was responsible for repositioning the Sailor Jerry brand. The project saw the brand exceed the million case mark, with The Spirits Business naming Sailor Jerry one of ‘the rum brands to watch in 2018’.  Before joining William Grant & Sons, Chin Ru worked with Diageo in senior positions in Singapore, London and Dublin.
Brian Higgins, CEO of PIETA HOUSE, Marketer of the Year 2017
Brian Higgins is the CEO of Pieta House, centres for self-harm and suicide prevention and suicide bereavement.   Higgins also oversees Pieta House’s major annual event, Darkness into Light. Under his direction, participation in Darkness into Light increased by 150% to 180k people in 2017 and over 200k people this year. Brian earned the title ‘Marketer of the Year 2017’ and his top tip is “Be cheeky if you have to, have a brass neck, to get the support you need.”
Nora Torpey, Head of Marketing & Consumer Communications, RTÉ
Newly appointed to RTE, Nora Torpey is a senior marketing strategist with over 18 years’ experience developing and executing brand and marketing strategies to grow some of the world’s leading brands including Tesco, Vodafone and Coca-Cola. Before joining RTE this summer, Nora spent four years with Tesco Ireland as Head of Brand and Communications, a role which saw her and her team take responsibility for defining Tesco Ireland’s brand and communications strategy, and contributing to the year-on-year growth of the business. 






Terms & Conditions 

Terms and Conditions apply. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance. MII Privacy Policy can be viewed here. 



Event Partners 

Thinkhouse is a youth marketing agency with offices in Ireland and UK. We’re single-minded, super-focused and fully committed to helping brands understand and connect with 18-35 year olds. We love working with like-minded brands that let us do bold work that delivers with impact.

Thinkhouse is listed as one of the “2018 World’s Leading Independent Agencies”.


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