Pictured: LR – Enda Kelly Joint Managing Director, CEO Abi Moran, Laura Daley Joint Managing Director and Karl Waters Creative Partner.
JWT Folk has continued its recent winning streak, picking up the creative accounts for the HSE’s Quit campaign as well as Bord Gais Energy.
The HSE Quit campaign was won following a competitive pitch while the Bord Gais account, which has been run by Publicis Dublin for the past few years, was picked up following an international realignment of the creative and media accounts of Centrica – which owns Bord Gais- into WPP.
The last time there was a pitch for the Bord Gais account in 2014, the agency – then called Target McConnells – also made the shortlist alongside Publicis Dublin, Chemistry and the then incumbent DDFH&B which has has since merged with Target McConnells to create JWT Folk.
The latest account wins come on the back of a few very successful few months which saw the agency pick up the creative accounts for Cairn Homes, Horse Racing Ireland, Dale Farm, Circle K and Sony Interactive Entertainment. In addition, it also picked up a Cannes Lion for its work on An Post’s Address Point initiative.
Speaking about the HSE Quit campaign, Abi Moran, CEO of JWT Folk: “This latest win is a really exciting one for us and we are delighted to take on this challenging and important brief to continue the fight to reduce Ireland’s smoking rates. Quit is the HSE’s most established social marketing campaign and has inspired over 2.5 million attempts to quit smoking since it began in 2011. Over the past few months at the agency we have had a number of exciting new client wins and were also delighted to take home a Cannes Lion for our recent work with An Post on the Address Point initiative. We are looking forward to continued success for the remainder of 2019 and beyond”.
Pictured: IPGFitbit (l-r) Kate Murtagh, International Account Director (EMEA), UM (Dublin), Alan Daly, International Business Director (EMEA), UM (Dublin) and Briain Curtin, Marketing Director, Brand & Media (EMEA), Fitbit.
Fitbit, the wearable health and fitness technology brand has appointed UM (Dublin), part of the IPG Mediabrands stable, to co-ordinate all its media requirements, both offline and digital, across EMEA (Europe, Middle East and Africa).
This move sees UM (Dublin) take on one of the largest media accounts to be managed from Ireland.
With an established relationship with Fitbit over the past number of years at a local level, UM (Dublin) will now provide media solutions for 15 markets stretching from Ireland, the UK and continental Europe all the way through the Middle East and as far as South Africa.
UM Worldwide is one of the globe’s largest media firms and is part of IPG Mediabrands which, in turn, is part of the Interpublic Group.
The Fitbit team at UM (Dublin) will be headed by Alan Daly, International Business Director (EMEA), supported by a dedicated team including Kate Murtagh, International Account Director (EMEA, UM (Dublin) in addition to Account Managers and Executives. This team will be supported by IPG Mediabrands Ireland specialist departments including Reprise, the end-to-end digital first agency headed by Viv Maher and Mark Timlin, Head of Cadreon, IPG Mediabrands AdTech uni.
According to Eamon Fitzpatrick, Managing Director of IPG Mediabrands Ireland: “We are delighted that such a global player in the technology space chose to centralise all its media requirements into UM (Dublin). Such a move is a strong indicator of the confidence Fitbit has in UM Dublin’s capabilities to deliver a powerful regional solution. Our agency’s agility, skill and range of capabilities makes us a perfect partner for Fitbit across EMEA. Alan and his team are leaders in their field and we’ve already begun to deliver strategies across the region, with the sole purpose of empowering and inspiring people to live healthier and more active lives.”
Briain Curtin, Marketing Director, Brand & Media (EMEA), Fitbit adds: “With our brand growing at accelerated pace in Europe, the Middle East and Africa, it made sense to centralise our media accounts for these markets. UM (Dublin) is a good fit for us on many levels.
“We have a solid and successful business relationship with their team of experts. Additional access to the skills, data and insights offered by other brands in the IPG Mediabrands portfolio only enhances the appeal for us. And perhaps the most compelling reason for our decision is the UM (Dublin) team’s absolute dedication to delivering creative, commercially attractive media solutions that engage our audiences across a broad range of countries and cultures.”
Boojum, one of the country’s fastest growing burrito bar chains has appointed The Public House as its lead creative and strategy agency.
As part of its brief, The Public House will manage brand strategy, brand positioning and communications.
Boojum is one of the fastest growing chains in the competitive fast-casual restaurant space and operates 18 outlets around the country.
Headquartered in Belfast, the company is owned by former Ulster rugby player David Maxwell an his brother as well as the private equity firm Renatus Capital.
According to David Maxwell, Managing Director, Boojum: “We have big ambitions for Boojum and wanted an agency partner who shared that ambition. The Public House impressed with their strategic rigour, creativity and their capacity for straight-shooting. We are excited by the work we’ll create together.”
Colin Hart, agency Founder and Creative Director of The Public House adds: “We’re delighted to be working with our collective hunger heroes at Boojum. This is a delicious Irish success story that we’re proud to be able to partner with.”
The account win continues an exceptional year for the growing independent creative agency, with breakout campaigns for Paddy Power, Jameson and EPIC: The Irish Emigration Museum this year.
Barry Dooley, Chief Executive of the Association of Advertisers in Ireland (AAI)
A total of 8,318 submissions were made to CopyClear during 2018, according to its annual report for 2018. This represents an increase of 12% on in 2017.
CopyClear is the industry body that offers a pre-vetting service for marketing communications related to alcohol to ensure their compliance with the strict self-regulatory code of the Advertising Standards Authority for Ireland (ASAI) which states that alcohol related communications should be consistent with responsible consumption and in no way appeal to children or encourage them to drink.
Of the 9,318 submissions, 7,053 were from Ireland while 1,265 were from overseas. Of the 7,053 Irish submissions, 5,373 were deemed to be compliant, an increase of 10% on 2017 while the remaining 1,045 were deemed to be non-compliant, an 11% increase on the previous year.
Of the overseas submissions, 875 were compliant, an increase of 27% on 2017 while 347 were deemed to be non-compliant, an increase of 113%.
Not surprisingly digital is accounting for an increased amount of submissions and this year a total of 4,264 digital submissions were made. These include 1,707 submissions that related to own online activations – 21% of which were deemed to be non-compliant and 2,557 paid-for online activations, 31% of which were deemed to be non-compliant.
By comparison, of the submissions made by TV just 7% were deemed to be non-compliant while just 3% of radio submissions were deemed to be non-compliant. Of the 1,509 OOH submissions, meanwhile, 18% were deemed to be non-compliant.
“The quantity of submissions during 2018 increased by 12% rising to a total of 8,300. The number of upheld complaints to the Advertising Standards Authority for Ireland continues to be very low, with only one complaint upheld related to Alcohol Communications for all of 2018, a testament to a system that is working,” says Barry Dooley, Chief Executive of the Association of Advertisers in Ireland (AAI), and a board member of CopyClear.
Pictured: Gerard Murnaghan, General Manager and Vice President of Sprout Social EMEA
Irish brands that entertain followers on social media are most likely to engage Irish consumers, according to new research published by the social media analytics company Sprout Social.
According to the research, 58% of Irish consumers surveyed said they were most likely to engage with posts they found entertaining, with 51% saying they were likely to engage with posts that offered discounts.
Somewhat surprisingly, only 16% of consumers said they would be encouraged to engage with a brand’s content if it included influencers or celebrities.
The research, “From Conversation to Connection: How Brands Can Turn Likes into Action,” also notes that building “meaningful connections with customers on social media will increase both revenue and traffic.”
For 61% of consumers, that connection starts with feeling they can trust a brand or business. Furthermore, 43% of consumers define feeling connected as when a brand understands them and their wants.
This comes at a time when more than three quarters (76%) of Irish consumers Like or Follow at least one brand on social media, according to the research. And social media use in Ireland continues to explode; in fact, it is estimated that by 2022 70% of the total Irish population will be active monthly social media users.
According to Gerard Murnaghan, General Manager and Vice President of Sprout Social EMEA: “Brands today understand the value in being present on social media—in fact, €161 million was spent in Ireland alone on social media advertising and marketing last year2. But, marketers need to go beyond simply publishing; they must invest in building deep connections with their consumers to realize the biggest payoffs.
Our research finds that when consumers feel connected to brands, 84% will visit a business’s website or mobile app and 71% will spend more with that brand. This underscores the importance of developing high-quality, relevant brand content that appeals to the audience and engages them in a meaningful way. Marketers that achieve this will cultivate consumers’ loyalty and convert them into paying customers.”
While the most common way to interact with a brand on social is to Like or Follow its profile (59%), there are a sizable number of consumers who said that they would engage in more substantial ways such as leaving a review for products or services (39%) or asking questions or making comments about a brand (34%). The richness of the connection and engagement with customers on social is a key way brands can differentiate from their competition.
However, while most consumers (63%) want to connect with brands on social, it can still be a challenging landscape. Nearly two-thirds (61%) of respondents would unfollow a brand on social because of poor customer service, and more than half (51%) would do the same if they felt they were being ignored. This is a stark reminder to companies about the importance of social listening and having clear guidelines in place around how to respond to customer concerns.
“On social media your customer is with you 24/7 and that means brands need to properly resource their online engagement and monitoring. It takes a long time to build a strong connection with consumers on social, but sometimes only one misstep to lose their trust. The more in touch brands are with their consumers’ thoughts and feelings the better they can address issues proactively and avoid larger fallouts. Tools such as sentiment analysis and social media listening are great for this and enable brands to more efficiently and effectively manage the brand-consumer relationship,” adds Murnaghan.
The Irish youth marketing agency THINKHOUSE has just completed a new ‘job swop’ initiative with the Finnish agency SUPERSON, which is officially ranked as ‘the best marketing communications agency in Finland.’
The Job Swap programme is designed to facilitate professional and personal international learning experiences amongst the world’s leading independent agencies. Facilitated by thenetworkone, the international network of agencies (of which both agencies are a member of) the ‘Job Swap’ took place in both agencies (Dublin & Helsinki) over the month of June where one staff member from each agency, ‘swapped jobs’ for a month.
Miikka Mannio, a Client Producer at Superson ‘swapped jobs’ with Fin O’Callaghan, a Media Relations and Advocacy Executive at Thinkhouse, to experience life in a different agency – bringing learnings and taking inspiration from their respective ‘new agency.’
On completion of his job swap experience, Fin O’Callaghan, Thinkhouse; said: “What I’ve found fascinating is how intrinsically linked our two companies cultures are to the countries in which they were founded, and the people who founded them. So many of the differentiating points between Thinkhouse & Superson are in-fact just derived from the same differences we share as Irish and Finnish people.
” The most valuable facet of our shared cultures, in my opinion is the inclusion of fun. Throughout so many companies in various industries you will find staff who are dissatisfied, restless and lacking motivation. I’ve seen statistics quoting numbers as high as 85% when referencing people who ‘dislike’ or even ‘hate’ their jobs. Factoids like this serve as a reminder of how fortunate we are to work within organisations that value our happiness. It is this happiness that keeps people showing up every day with a smile of their face and striving to make an impact. Whether in Helsinki, Singapore, London or Dublin it is this aspect of culture that should be valued and prioritized above all else.”
On completion of his ‘job swap’ experience working with The Youth Lab, Thinkhouse’s insights strategy and planning team, Miikka Mannio said: ‘With the research & strategy department called The Youth Lab, the agency clearly positions itself as experts in marketing targeted to the younger generations and/or future-focused organisations that hope to remain relevant in the future. The approach to whatever challenge clearly starts from the point of ‘what would today’s youth (and tomorrow’s older generation) want to be a part of?’ instead of what the client wants to shout at them. To me, that’s exactly the way to do it to ensure relevancy with future generations.”
Both agencies have hailed the ‘Job Swap’ programme as a hugely positive and rewarding professional and personal growth experience and they have committed to exploring further ‘job swap’ opportunities with members of thenetworkone’s 1,200 agencies in over 109 countries.
Pictured(Top L-R) Monika Crowley and Wayne Deakin (Bottom L-R) Bao Tu Ngoc and Sandra Loibl.
With just over a month to go until the entry deadline for the 2019 Shark Awards Kinsale, the organisers of the festival have announced details of their judging panel for the Digital category which, this year, is expected to attract a record level of entries.
The panel includes Wayne Deakin, Monika Crowley, Bao Tu Ngoc and Sandra Loibl.
As ECD for Huge across EMEA, Wayne Deakin is focused on creating ideas that move businesses forward by providing meaningful and original experiences. He sits as chair of BIMA Creative Council, is an active mentor and speaker, and Neurodiversity advocate. He has created numerous innovations & marketing world firsts and his work is highlighted as best-in-class by award shows and media around the world.
Monika Crowley, meanwhile, is Creative Director at Maximum Media and is responsible for creating brilliant, impactful and thought-provoking content for brand partners to share through their distribution channels – JOE, Her, SportsJOE & HerFamily. She has won many Irish and International accolades over her career and creativity with purpose is at the heart of everything she does.
Bao Tu Ngoc, meanwhile, began his career in 2003 as a Network System Engineer in Start-Ups ecosystem. He became the System & Network Director of Wengo in 2006 and launched the WengoPhone project. After the acquisition by Vivendi, Wengo became the number-one leader of B2B/B2C services marketplace in Europe. In 2015, he started a new adventure with BETC Paris as the Head of Digital. He has worked on award winning campaigns such as CANAL+ AiMEN, Air France Cinema to Go and Unicef Game Chaingers.
Sandra Loibl, meanwhile, started off as an art assistant Serviceplan Munich and soon climbed the ranks to become Executive Creative Director and General Manager. Her campaigns, especially the ones for Lego and sky, have been awarded around the globe and are one of the reasons, why she has been dubbed one of the most creative women in Germany.
Last week the organisers of the festival announced that the panel of keynote speakers includes Vaughan Arnell, Vicki Maguire, Dave Dye, James Burke and Wilfrid Wood.
The changes in festival format on previous years, sees a focus on four key areas – Short Films (Wednesday 18th September), Design (Thursday 19th September), Music Videos (Friday 20th September) and Advertising (Saturday 21st September). This is in line with Jury President Mark Denton’s ‘CREATIVE CRAFT’ manifesto.
The international festival of creativity is held in the picturesque town of Kinsale, Co.Cork and will start on September 18th, concluding on September 21st. The deadline for entries is August 30th.
Virgin Media Solutions has announced that Permanent TSB is to sponsor ‘Buyers Bootcamp’ which has been launched on the Virgin Media Player and set-top box.
The brand new six-part series follows the journey of six couples as they set out on their journey to buy their first homes.
‘Buyers Bootcamp’ which is presented by Darren Kennedy and property expert Liz O’Kane, is produced in partnership with Permanent TSB and Virgin Media Television and will air exclusively on the Virgin Media Player and Set Top Box.
According to Patrick Kinsella, Head of Advertising Funded Programming at Virgin Media Solutions: “Buying a first home is something many of our viewers will have to do, so a series following six couples on their journey is not only insightful but also very entertaining.”
Lorna Farrell, Head of Marketing at Permanent TSB adds: “We’re excited to be part of this content collaboration with Virgin Media, The Story Lab, Publicis and Vizeum. The Buyers Bootcamp series really peels back the layers of the home-buying journey and uncovers details of both the process and the emotional side of buying your first home, highlighting the real-life dilemmas First Time Buyers are facing in today’s market.”
The fashion and beauty publisher IMAGE Media has once again teamed up with Samsung to launch The Pitch 2019, a competition which is open to entrepreneurs and start-ups who have been in business for at least two years.
The judging panel for this year’s competition includes Jo Malone CBE, founder and creative director, Jo Loves, Bobby Kerr, broadcaster and founder of the Insomnia Coffee Company, Linda Nolan, Marketing Director, Samsung Electronics Ireland, Clodagh Edwards, CEO, IMAGE Media and last year’s winner Jennifer Rock, founder of the Skin Nerd
This is the second year of the competition and the winner this year will receive a possible career-changing prize worth up to €100,000.
This year the competition is open to both women and men, according to IMAGE Media’s CEO Clodagh Edwards.
“Building on the success of last year’s competition, we are delighted to extend entry to both male and female business owners. The Pitch provides inspiration for emerging leaders and offers a unique platform for finalists to build their professional profile, plus a truly career-changing opportunity for one lucky winner. Above all else, we want to push the next generation of business owners out of their comfort zone and support them to realise their true potential,” she says.
According to Linda Nolan, Marketing Director of Samsung Ireland: “The Pitch is one of the most inspiring and exciting campaigns to be a part of. This year we are inviting women and men who own their own start-up companies to enter. We have the same amazing prize and the same line up of judges, with the addition of last year’s winner and one of Ireland’s leading beauty influencers Jennifer Rock. It’s going to be really exciting and I can’t wait to see our finalists on September 5.”
Applications are open until midnight on Monday, Aug 5th and those who make it on to the shortlist will be invited to a venue in Dublin to take part in a live pitch on September 5th.
Liberty Insurance is to partner with RTÉ Media Sales to promote the insurer’s ‘Camogie Made Us’ campaign which aims to leverage RTÉ’s reach and scale to drive engagement with the grassroots camogie community throughout Ireland.
This initiative complements Liberty’s primary brand campaign which supports the Camogie Championships this summer.
Brokered by Mediaworks, the partnership which runs until September, includes television and radio ad spots, on-air radio promotions on RTÉ 2FM, online display, native articles, and a dedicated ‘Camogie Made Us’ Hub on RTÉ.ie. The partnership also includes the production of all creative assets for the campaign.
According to Laura Byrne, Brand Strategy Manager, Liberty Insurance: “We’re delighted to launch this year’s ‘Camogie Made Us’ competition in partnership with RTÉ. We’re calling on Camogie clubs and players to nominate the coaches who had the most significant impact in their lives to be in with a chance of winning €7000 for their club; new sets of gear; and play at half time in Croke Park at the Liberty Insurance All-Ireland Camogie Finals in September. As a business and as a brand we feel it’s important to support Camogie at a grassroots level, to invest in clubs and in particular to celebrate coaches, to nurture future generation to take up the sport and be involved.”
Oscar Kennedy, Client Sales, RTÉ Media Sales adds: “Our partnership with Liberty Insurance is a great way to help celebrate dedicated Camogie coaches from all around the country and the incredible work that they do. Through research, we identified a strong camogie community that engage with RTÉ platforms, so we feel that this partnership is a great fit to help find the most dedicated coaches in Ireland. Female sports have had an incredible year on RTÉ reaching record figures across all platforms, and with support from dedicated partners like Liberty Insurance at the forefront, this is sure to continue.”
“We’re really excited to be working on behalf of Liberty Insurance and with RTÉ Media Sales, on this completely integrated partnership. Using audio, digital and TV we will bring the conversation around Camogie to the fore and help establish Liberty Insurance as a key voice for women in sport,” says Shane O’Riordan, Client Manager, Mediaworks;