On Thursday 11th July some of this year's winners will share insights into their marketing achievements and the presentation which won them that award!
Throughout the morning these companies will present their marketing success stories, by outlining their business challenge, the approach adopted and their marketing response which led to their achievements.
Get together with some of your marketing colleagues and see these award-winning presentations.
Corporate Social Responsibility Award Winner – Supervalu
With over 50,000 families in Ireland living with autism, SuperValu decided to assist with initiatives to prevent social isolation, and collaborated with AsIAm and Middletown Centre for Autism to raising understanding and awareness of Autism. Autism Friendly shopping evenings take place in over 100 SuperValu stores. Each store has carried out Staff Training, implemented a series of sensory changes on a given time and day, developed sensory store-specific maps, store images and sounds to assist in desensitising the sensory experience and improving the shopping journey. A first was the concept of Ireland’s first autism friendly town, marking a major step in SuperValu’s commitment to raising understanding and awareness of autism in communities.
International Marketing Award Winner – Diageo
Diageo implemented an international marketing strategy to transform Bailey’s, demonstrating how an inspired radical reframing of brand, media and creative strategy can trigger consumption. Baileys was reframed as a real adult treat, and the media strategy was redefined to deliver millions of triggers to consumption, with the creative platform driving product versatility at moments where consumers were open to treating. Return on investment grew, smashing previous Diageo benchmarks. Baileys re-positioning in treating continues to create new growth horizons and new innovation opportunities. Baileys has been revitalised, and the brand has flipped ten years of consistent decline into three years of consecutive growth since the launch of the new strategy.
Digital Marketing Campaign Award Winner – AIB
AIB Personal Credit faced into last year with significant headwinds including a sizeable increase in loan sales targets coupled with a flat marketing budget. The budget had to work much harder to drive loan sales whilst still building brand equity. With over 60% of personal loan applications delivered through online channels, the marketing team took its ‘Backing Doing’ campaign out of its comfort zone of traditional channels to engage a targeted online audience. As part of this strategy, a first for an AIB product, the #backingdoing series was created, featuring soccer star Kevin Kilbane. The series surpassed all targets, helping drive loan sales far above target and lifting positive sentiment towards the brand.
Marketing Team of the Year Award Winner – Littlewoods
The Littlewoods Ireland marketing team faced the massive challenge of leading an organisational and cultural transformation to bring the entire business through a rapid digital revolution from being a catalogue business to being mobile-centric. The drew inspiration from the best cultural, organisational and agile methodologies to develop a flexible, ambitious and high performing marketing team, which could perform to the highest levels with its energy and drive coming primarily from within. With an emphasis on accountability, creativity and open communication, the team have step changed their journey from catalogues to mobile and delivered exceptional results that far outpace the market growth rates.
Laughlin Rigby, Gleanveagh Properties
Laughlin Rigby is Marketing Director with leading Irish homebuilder Glenveagh Properties PLC (who operate two divisions in Ireland; Glenveagh Homes, who are significantly scaling up their housing development operations and Glenveagh Living, who undertake joint ventures and partnerships in the PRS and mixed-tenure sectors.) Laughlin has previously held senior roles with The Irish Times where as Head of Marketing, where he was responsible for their ADFX winning marketing strategy that has successfully guided the organisation through its transition from print to digital. Laughlin has also held senior marketing positions within Tourism Ireland, Unilever, The Gathering and Queensland Tourism. Laughlin holds a B.Comm from UCD and a M.Sc. in Marketing Practice from Smurfit Business School and has previously won 2 All-Ireland Marketing Awards for his work with Tourism Ireland in 2007 and The Gathering in 2014.