May 11th, 2012
McCann Erickson Dublin chief executive Orlaith Blaney will address the topic ‘What’s your personal brand?’ at a Women’s Executive Network (WXN) workshop later this month. WXN’s mission is to “inspire smart women to lead”. Blaney will explain how the personal brand is an important weapon in anyone’s career arsenal.
Blaney says: “Your vision of yourself might not match what your colleagues, superiors or clients see. It’s down to you to strategically identify, develop and maintain your brand, so why not approach it like Coca-Cola and Nestle? Once you’ve found your values, the same digital, marketing and PR tools apply to personal branding.”
The WXN workshop, hosted by BNY Mellon, is in the Westin hotel in Dublin at 6pm on Thursday, May 24.
To register, visit http://www.wxnetwork.com/?events&id=756
See Marketing.ie interview with Orlaith Blaney at http://www.marketing.ie/2003/oct03/article1.htm
By Michael. Filed under Adland, Events.
May 11th, 2012
In what is claimed to a first for an Irish FMCG brand, Bulmers Irish Cider has launched an augmented reality (AR) app – the Bulmers deCider to drive an on-pack promotion in Ireland. The app allows users to win prizes and engage with others in real time, tapping into what’s happening in venues around the country. Belinda Kelly, Bulmers’ trade marketing and events manager, says AR is a live, 3D view of a real-world environment, which is augmented by sound, video and graphic components to create an interactive app.
Bulmers advertising characters Dessie and Liam feature in the app. The mechanic is simple in that users download the app to their mobile device and scan their promotional Bulmers pint bottle for the 3D animations. From the label, they then enter a code which could mean one of 17 trips for two to New York – the Big Apple. Phase two of the Bulmers deCider app is the event planner. The app was developed by eightytwenty4D and sister Havas agency, Young Euro RSCG, which handles Bulmers advertising.
By Michael. Filed under digital.
May 11th, 2012
Members of the Oireachtas Committee on Communications who met with representatives of the National Dairy Council (NDC) in the Dáil yesterday described the Broadcasting Authority of Ireland’s proposal to ban cheese advertising on children’s TV shows as “absolutely crazy” and “mad”. NDC interim chief executive Maeve Guthrie told the committee the BAI proposal was based on a “fundamentally flawed” model.
The proposal is based on a British nutrient profiling model which categorises foods as healthy or non-healthy. NDC nutrition manager Dr Catherine Logan said that in the case of cheese products, the model did not take into account the role of calcium. While obesity rates doubled among young people in the last 15 years, cheese consumption remained more or less the same. The code would define diet cola as healthier than cheese.
The NDC delegation of Maeve Guthrie, Dr Catherine Logan and economist Ciaran Fitzgerald in the Dáil
Guthrie, who worked for PepsiCo, said categorising cheese as less healthy would cause “huge confusion” in consumers’ minds. The Department of Health had recommended three servings of milk, cheese and yogurt a day. Fine Gael TD Tom Barry said the proposal was “absolutely crazy”. The banning of cheese ads during children’s TV shows would “sabotage” Ireland’s dairy industry, which was world renowned for its quality.
Further details at www.ndc.ie and http://www.bai.ie/?page_id=2275
By Michael. Filed under Marketing, TV.
May 8th, 2012
The Adfaces online outdoor advertising platform will be formally launched in Dublin tomorrow. Targeted at small and medium enterprises (SMEs), Adfaces allows marketers to buy outdoor and out-of-home panels through the internet for as low as €3.60 a day. Adfaces CEO Nick Dimer said the service was launching in Ireland with over 1,600 panels. The company has access to over 30 per cent of Germany’s outdoor sites.
By Michael. Filed under Online, Outdoor.
May 7th, 2012
McDonald’s Ireland has switched to Ballygowan as the exclusive bottled water brand for its 81 restaurants across Ireland. McDonald’s sells over 1.25 million bottles of water in Ireland annually and has used Vittel bottled water up until now. Commenting on the move, Adrian Crean, McDonald’s Ireland managing director, said the company likes to source Irish products whenever possible. The McDonald’s switch to Ballygowan means that all the beef, milk, cheese, eggs and water sold in their restaurants is Irish.
At the announcement of the deal between McDonald’s Restaurants of Ireland and Britvic Ireland, the UK group which owns Ballygowan, were some of Ireland’s Olympic hopefuls from the DCU Sports Academy, which McDonald’s sponsors. The athletes are part of the elite athletes programme in the nearby DCU Sports Academy. Ballygowan has a new bottle and brand identity devised by an agency in London. Its new TV ads were created by Cawley Nea\TBWA, which, coincidentally, is also McDonald’s agency.
By Michael. Filed under Marketing.
May 4th, 2012
Acorn Marketing has been named as Ireland’s top agency at the An Post Integrated Direct Marketing awards presented at a gala dinner in the Mansion House last night. The agency, founded by chairman Frank McCaughey, competed with Brando, Goosebump, Javelin Direct and Target McConnells.
Acorn is now run by chief executive Phil Cottier and managing director Estelle Gorby.
Acorn won golds for PrePay Power and ActionAid Ireland. The other shortlisted agencies mentioned above all won golds, along with Ask Direct, Brown Thomas, Chilli Pepper Marketing, Direct Marketing Campaign Management (DMCM), Dragon, Ignition, Language, Ogilvy, RMG, The Dialogue Network and Verve Marketing.
DDFH&B’s Goosebump won golds for Irish Distillers Pernod Ricard’s Jameson. Its sister agency, RMG Target, was previously a multiple agency winner for its work for Diageo. Dataconversion Direct was supplier of the year, while Brown Thomas got the judges’ vote for the best overall creative work.
The awards MC was Dermot Whelan from RTE’s Republic of Telly.
For more on the awards, click on http://www.anpostdmawards.com/
By Michael. Filed under Direct marketing, awards.
