March 10th, 2010
Associated Newspapers Ireland has launched a TV campaign for the Irish Daily Mail with the lead ad placing an emphasis on the family. The new ad broke this week on TG4. The idea is to convey a message to consumers that the Irish Daily Mail speaks on behalf of its readers by giving them a voice.
Directed by Steve O’Reilly and filmed in De Studio in Clonskeagh, post production was handled by Tangerine in Ranelagh and audio by Graham Bolger in Soundtrack. The voiceover artist was Dublin actress Shona Weymes.
Three other ads were produced by M&C Saatchi in London. They focus on the paper’s content, particularly Good Health on a Tuesday, Femail on a Thursday and You magazine every Saturday.
Niamh Nic Liam, marketing manager, Irish Daily Mail, said the campaign will run for the next year on both terrestrial and satellite stations. Mindshare is handling the media buying.
By Michael. Filed under Print, TV.
March 10th, 2010
Cheltenham remains a favourite with Irish people, a new survey by iReach Market Research reveals with 44 per cent of adults planning to place a bet during the festival. With a nod to the recession though, one in four will reduce their betting spend and only three per cent plan to spend more than last year.
The way people are placing their bets is changing. While the bookmaker is still the most popular outlet for anyone placing a bet, with 20 per cent of Irish bettors or 15 per cent of adults here visiting a betting shop in the last year, online betting is becoming more popular in Ireland.
Some 16 per cent of bettors used online betting services in the past year, or 12 per cent of Irish adults. Five per cent of bettors used phone and another two per cent used mobile text to place a bet.
When all forms of betting are considered, three quarters of Irish adults had a flutter in the last year, with 46 per cent playing the lotto. Just 21 per cent reduced their spend on gambling or gaming.
This year’s Cheltenham festival runs from Tuesday to Friday next week.
By Michael. Filed under Research.
March 8th, 2010
The over 50s generation feel lucky to be in their situation as they approach retirement or have retired already with little debt, a new research study released by McCann Erickson Dublin shows. They feel they have had a better quality of life than their parents and there are much more opportunities now in retirement in terms of travel, education and hobbies.
They did not grow up with the expectations of the ‘Celtic cubs’ and their gains in later life were unexpected and all the more welcome. They are happy to be clear of work, debt and worry. As a group, they feel their more conservative approach to life now stands them in good stead. They didn’t behave excessively and incur great debt in the ‘Celtic Tiger’.
The ‘fear of debt’ culture has worked to their advantage. While they have sympathy for the younger generation they feel they deserve their hard earned financial position. They grew up with the mentality of ‘spend it when you have it’ and now they have it and are ready to spend.
Families play a vital role in the life of the over 50’s. They love to be involved and available to give a helping hand, while happy to have their own space. Many have had to help kids financially with property but this is preferable to seeing them emigrate or having them live at home.
The over 50s are quite open to shopping around and trying own brands. While there is strong brand loyalty to brands in some key categories, there is openness to considering own brands and retail outlets such as Lidl and Aldi. Irishness is a bonus but not a must.
Insurance is a key category for this group as it has now become the biggest overhead (health, house, car) and is a considered overhead. They have the time and interest to shop around and get a better deal.
Falling standards of service across the board is a major bone of contention for this group. They demand personal service and are happy to take their business elsewhere when they feel ignored or undervalued.
This group have the time and money to enjoy an active social life. They could be seen as the ‘new rich’ in that they are one of the few groups who can afford to be out during the week. They enjoy their freedom and embrace new experiences, whether in hobbies or travel.
There are extremes in terms of experience and use of technology but a surprisingly large number of this group enjoy technologies like Skype, mobile phones, internet and email.
By Michael. Filed under Research.
March 5th, 2010
Commercials director Richie Smyth on the shoot of AIB ‘Surfer’ at the Cliffs of Moher
AIB has invited three agencies to pitch for its media planning and buying account. The agencies pitching are Starcom, Vizeum and the incumbent, MCM Communications, which is part of McConnellsintegrated.
Starcom and MCM are part of Core Media Group. Vizeum is part of Aegis Ireland, whose sister agency, Carat, handles Bank of Ireland. Pat Donnelly now runs media services at McConnellsintegrated.
Tesco has moved its estimated €15 million media account to Initiative from MCM. The UK multiple’s marketing director, Kenny Jackson and Chris Rayner of Initiative refused to comment.
By Michael. Filed under Adland.
March 5th, 2010
RTE has rebranded its sales and marketing division and the unit will now be known as RTE Media Sales. In a bid to win more integrated campaigns, the change sees the coming together of the commercial arms of RTÉ Television, RTÉ Radio and RTÉ Publishing.
Geraldine O’Leary (pictured above), commercial director, RTE Television, said that while negotiations and campaign planning and delivery remain within the individual units, a new client sales team has been formed to bring a “joined-up” RTÉ to the market.
By Michael. Filed under Broadcast.
March 5th, 2010
After a review of its advertising, media buying and below the line accounts, Bord Gáis Energy has made no changes to its roster and DDFH&B Group and Mindshare have been retained. Publicis QMP and Ogilvy had also pitched for the advertising, while Carat and Mediavest were in for the media.
The Irish Times reports today that the government is asking PR agencies to pitch for the National Asset Management Agency (NAMA). Ray Gordon of Gordon MRM handled an assignment for the agency recently as part of its work for the National Treasury Management Agency (NTMA).
By Michael. Filed under Adland, PR.
