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How Creativity and AI Are Shaping the Future of Marketing

  • Industry
  • #AI, Consumer, Trends

Creativity, marketing and AI must work as one to deliver seamless customer experiences
 
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When devising a communications strategy to highlight O’Brien Fine Foods’ efforts to reduce its environmental impact, the Kildare based company landed on the idea of re-defining its purpose in response to the increasing challenges of climate change, biodiversity loss, public health and reduced social cohesion. Mairead Golden, Branded Sales and Marketing Director with O’Brien Fine Foods, explains that volatility in the market in recent years had forced the producer of premium cooked meats to think about futureproofing its brand.

Joe Heneghan - Revolut Europe

Partner & CEO, Revolut Europe

Joe Heneghan is Partner & CEO of Revolut Europe, leading the company’s expansion across the continent from 10 million to 45 million customers. With almost 30 years of leadership experience in banking, fintech, and public policy, he is part of Europe’s standout fintech success story and is changing how consumers and businesses engage with money. He previously held senior executive roles at Ulster Bank and Permanent TSB, having started his career in marketing, product management, and digital banking. He now plays a central role in shaping the future of financial services in Ireland and Europe. Joe serves on the European Central Bank’s Euro Retail Payments Board and the Department of Finance’s Industry Advisory Council. He is also a former Chair and current board member of Financial Services Ireland, representing the Irish financial services sector. Joe holds a B.Comm from the University of Galway and is a Certified Bank Director, accredited by the Institute of Bankers and UCD. He has also been a member of the Marketing Institute of Ireland for 30 years.

Alison Flannery

Research Director at Amárach Research

A dualist researcher, Alison has worked with Irish, UK and International brands and services during her 30-year research career. Originally from the UK, Alison studied Consumer Sciences in Newcastle upon Tyne before embarking on a Fast-Moving Consumer Goods (FMCG) research and customer experience journey.
She has been in Ireland and with Amárach for the past 12 years, where she remains hands-on with various research projects and leads the research & ops teams.

Orla Mitchell

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Prior to her board career, Orla worked with WaterWipes between early 2020- end 2022. As CEO and board member she with her exec team implemented a 3-year strategy that more than doubled the business with the brand now a top global brand leader in all its key markets including the U.S. An Irish founder owned global success story the WaterWipes brand, as the world's purest baby wipe has disrupted the wipes category with exponential growth in multiple geographies globally.
Until May 2019 Orla was Global President of Gum & Mints at Mars Wrigley Confectionery, a subsidiary of Mars, Incorporated. She led the Business Strategy, Global Innovation pipeline, Strategic P&L, capital program and Brand strategy for a Portfolio of Globally famous gum and mints brands including Orbit Extra, 5, Doublemint and Juicy Fruit to name but a few. She was also a member of the Mars Wrigley Leadership Team and Strategy team (a sub-team of the Leadership team responsible for Global Segment strategy).
Prior to this role she held the position of Chief Marketing Officer for Wrigley preceding the integration of the Mars Confectionery businesses. Orla was with Mars for 18 years in several different roles, and her business and marketing expertise across multiple regions make her a highly experienced strategic and marketing resource. Before joining Wrigley, Orla served as the CMO for Mars Global Food, where she promoted marketing excellence across the company’s global good business and helped create a strategic growth agenda. Prior to that, she was the European Marketing Director for Mars Foods Europe, where she was responsible for marketing Mars’ sauce brands in Europe. Orla began her time with Mars as the Marketing Director of Petcare for Mars Ireland and has moved up in the Marketing function since then. Orla has a passion for developing sustainable business legacy and growth strategies and has led several business turnarounds during her career to date. She is also very experienced in developing iconic and multi award winning communications campaigns.

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