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Programme

Putting the spotlight on marketing excellence

www.aimawards.ie

2013


Gala Dinner 23 May 2013, Burlington Hotel, Dublin Schedule of Events 7.00pm Drinks Reception 8.00pm Dinner 10.00pm Awards Presentation 11.00pm Party Time


Contents

02

About the Marketing Institute of Ireland

03

Welcome Message

04

Message from our Media Partner

05

Sponsors of the 2013 All Ireland Marketing Awards

08

Adjudication Process

10

New Product / New Market Award

11

Gradam Gn贸 as Gaeilge

12

CRM / Customer Care Award

13

Brand Campaign of the Year Award

14

Direct Marketing Award

15

Market Research Award

16

Sponsorship Management Award

17

Public Relations Campaign Award

18

International Marketing Award

19

Marketing Innovation Award

20

Integrated Marketing Award

21

Corporate Social Responsibility Award

22

Small Business Marketing Award

23

Digital Marketing Award

24

Advertising Campaign Award

25

Marketing Team of the Year Award

26

All Ireland Marketing Champion

The All Ireland Marketing Awards 2013_Page 1


About The Marketing Institute of Ireland

The Marketing Institute of Ireland – the Voice of Marketing

The Marketing Institute is the professional body for marketing people and has been the voice of marketing in Ireland for over 50 years. We are the voice within the marketing profession and our core objective is to promote, support and elevate marketing as a key strategic business tool.

Membership allows our community of senior marketing professionals to come together and network with like-minded individuals and provide them with expert content which will empower and enable them to develop their career within the marketing profession. We also offer postgraduate educational programmes, executive training solutions, marketing insights and resources, and we have access to best in class experts, reports and publications in the marketing profession.

The Institute is based in our own full facilities headquarters in Dublin with a network of members throughout the profession, drawn from all business sectors and reaching from early career marketers up to business leaders at executive level. Membership is open to anyone with professional qualifications and/or experience in any of the marketing disciplines, or anyone in academia who is teaching or studying any aspect of marketing.

The Marketing Institute of Ireland Marketing House South County Business Park Leopardstown, Dublin 18 Ireland T +353 1 295 2355 F +353 1 295 2453 E info@mii.ie www.mii.ie

Page 2_The All Ireland Marketing Awards 2013


Welcome Fáilte Romhaibh

Welcome to the All Ireland Marketing Awards 2013. This major programme is a celebration of Irish marketing achievement. The Marketing Institute’s awards programme has gone from strength to strength, to become the undisputed showcase of achievement by Irish marketing people. Never before has Ireland so needed world class marketing skills in our businesses, and for our country itself on the international stage. We wish to thank the Irish Independent, exclusive media partner to the awards, for their strong support. We also thank our sponsors, who make this programme possible, and who deserve the support of marketing people in return.

We acknowledge our expert panels of adjudicators for having given their time and expertise. And especially, we wish to heartily congratulate our finalists, who represent the very best of Irish marketing professionalism. These are the people and businesses setting the standards in marketing today. Go raibh céad maith agaibh uilig, agus go n-éirí an bóthar libh. Tom Trainor FMII Chief Executive The Marketing Institute of Ireland

“we wish to heartily “congratulate our “finalists…” The All Ireland Marketing Awards 2013_Page 3


Message from our Media Partner

The Irish Independent is delighted to partner with the Marketing Institute of Ireland in the All Ireland Marketing Awards for the seventh year.

Page 4_The All Ireland Marketing Awards 2013

It only seems like yesterday that the Marketing Institute approached Independent Newspapers with a vision to find the very best in marketing across the island of Ireland and here we are in the seventh year of the All Ireland Marketing Awards. These awards in my view are unique in that they really test the boundaries of the core marketing principles, and every year we see that those companies that insist on excellence in marketing take the coveted shortlist places.

Tonight’s shortlisted companies and winners have demonstrated excellence in the key marketing principles and most importantly they have delivered commercial gain for their respective organisations and we would like to congratulate each and every one of you on your success. We would also like to commend the Marketing Institute of Ireland for once again delivering an awards programme with excellence and integrity at its heart.

Since we last met, we have had a very exciting year at the Irish Independent with our news brands continuing to lead the way in print and online. The latest Joint National Readership Survey confirmed the Irish Independent as the best read newspaper in the country with 521,000 readers and Independent.ie has been confirmed as the top news and information site in the country, with comScore’s latest December 2012 Report highlighting that Independent.ie had 919,000 unique visitors, with users spending an average of 21.5 minutes on the site. To what do we attribute these leading numbers? To core marketing principles of course! We continually speak with our readers to understand their needs, we are constantly innovating to ensure that our product offering suits those needs and critically, we are steadfast in our mission to provide the most informative, authoritative and entertaining content which our readers know and trust.

Finally, we would like to take this opportunity to thank you, our customers and our readers for your continued support and we wish you continued success for 2013 and beyond. All the very best. Geoff Lyons Group Marketing Manager Independent Newspapers


Sponsors

The Marketing Institute of Ireland wishes to thank our sponsors, who have made the Awards programme possible.

Media Partner The All Ireland Marketing Awards 2013_Page 5


Join The Marketing Institute today The Marketing Institute is the voice of marketing in Ireland and has been for the last 50 years. We want marketers to have their voice within the marketing profession, and we want to be heard as one voice to promote, support and elevate marketing as a key strategic business tool. Networking with like-minded individuals and providing our members with expert content which empowers and enables them to develop their career within the marketing profession. Join today and join us in trying to make a difference to our profession.

Find out more at www.mii.ie/join


Events - Network & Connect: Connecting members to the right ideas at the right time and connecting members to each other. We pride ourselves in ensuring we see new marketing trends before anyone else and we use our events as one of the key channels for us to deliver this expert content to members. These marketing insights lead to our targeted, focused and leading edge events. The majority of our members are senior marketers and our events offer the opportunity for them to network with each other while absorbing key insights and research.

Executive Training - Educate & Up skill: Where does the future of marketing lie? Can Ireland keep up with the fast-pace of change we are currently experiencing with the convergence of digital marketing? How can marketers understand the empowerment of consumers by digital technologies? Our training programmes offer solutions and content that will empower, facilitate and inform marketers so that they can react and respond to the vast and dramatic changes in the marketing arena in an educated and considered manner.

Resources - Inform & Empower: Marketing insights and research, key marketing trends, ideas, concepts, theories – marketing professionals need to have a go-to place where they can be confident they will find trustworthy and reputable expertise content - and this place is The Marketing Institute. Our contacts within the industry on a global and national level mean we can bring the best in class experts, reports, publications and insights to our members. We provide our members with access to expert content which enables them to be informed, educated and empowered within the profession.

Career - Grow & Develop: We provide tools and resources to aid marketers in their career development, including regular advertised jobs, career planning, an annual salary survey in conjunction with EMR recruitment and new appointment announcements.

Member Community - Interact & Engage: We pride ourselves on the sense of community that exists between our members. Marketing professionals need peer-to-peer interaction and communication to share knowledge, best practice, thought leadership, creative concepts and strategic thinking. Membership of the Institute facilitates and enables this member contact and communication.

More information at www.mii.ie/join or contact Rose at rose@mii.ie or phone +353 1 216 0158


Adjudication Process

The Marketing Institute of Ireland is committed to assuring objective adjudication. Our chairman of adjudication specifies the judging process, and provides oversight. Care is taken to ensure that any potential conflicts of interest are identified and addressed. This includes avoiding situations where judges might face entries from companies or individuals with whom they may be connected, or with whom they may compete. In addition, special rules apply to entries from sponsors, who are permitted to enter other categories, so that all entrants and finalists are treated equally.

Adjudication panels met with eighty finalists, selected from hundreds of entries across all categories. The adjudicators reported an extremely high standard, and they were struck by the expertise and commitment of the finalists. We are grateful to our adjudicators for their time and expertise.

Matt Kavanagh FMII (Grad.) Chairman of Adjudication All Ireland Marketing Awards 2013 We wish to especially thank our adjudicators for their assistance:

Grรกinne Byrne

Lisa Comerford

Ciarรกn Conroy

Michael Cowan

Maurice Cullen

Paul Dalton

Grainne Byrne PR

eircom

Leopardstown Racecourse

Blacksheep

Zurich

O2 Media

Gerry Davis

Irene Dehaene

Loretta Dignam

Dave Douglas

Michele Filippi

Ken Fitzpatrick

PRII

IQ Content

Valeo Foods

ebow

MF Communication

Simply Zesty

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Alex Gibson

Michael Greer

Aedamar Howlett

John Irwin

Jane Kearney

Michael Killeen

DIT

Mintel

Marketing Consultant

AIB

Irish Distillers Pernod Ricard

Dialogue

Mary Lambkin

Colin Lewis

Shenda Loughnane

Asta Lund

Maria Mahon

Pat Mannion

UCD School of Business

British Midland International

Aegis

In the Company of Huskies

Maria Mahon & Associates

JCDecaux

Martin McBride

Miriam McDonald

Rick McKee

Paula Murphy

Emer Ní Bhrádaigh

John Noonan

Envision

Canon Hygiene

Simply Zesty

Vodafone

DCU

Flahavans

Niall O’Grady

Niall Ó Loingsigh

Geraldine O’Neill

Shona O’Neill

Meadhbh Quinn

April Redmond

Permanent TSB

JMT Consultants

Edelman

Aer Lingus

Marketing Consultant

Kerry Foods

Erica Roseingrave

Kieran Rumley

Vincent Scanlon

Elizabeth Sheehan

Robert Smyth

Michelle Spilllane

Coca-Cola Hellenic Ireland

Love Irish Food

B2B Signs B2B Print

Irish Distillers Pernod Ricard

Accenture

Microsoft

Cathy Summers

Karl Tracey

Sharon Walsh

Cera Ward

Rosita Wolfe

Aviva

Newstalk

Heineken

Google

National Concert Hall The All Ireland Marketing Awards 2013_Page 9


New Product/ New Market Award Sponsored by HEINEKEN Ireland is a wholly owned subsidiary of Heineken NV, the largest international brewer in the world. Based in Cork since 1856, the brewery combines a long and proud brewing tradition with the most up to date technology and innovative marketing, with a diverse team of 550 employees,

committed to surprising and exciting its consumers. Heineken® is Ireland’s number 1 selling lager. The Heineken portfolio also includes Coors Light, Amstel, Fosters, Beamish Stout, Murphy’s Irish Stout and a range of speciality beers. www.heineken.ie

48

GloHealth

Kelloggs

Kerry Foods

O2 Media

represented by Aoife McGuigan

represented by Ruth Bailey

represented by Claire McFerran

represented by Nicola Weldon

represented by Fintan Lonergan

Telefonica O2 saw an opportunity to more fully connect with the youth market and drive market share growth, and the marketing team set out to launch a new brand from scratch. 48 was created to cater exclusively for the 18-22 age group, encompassing a disruptive value proposition based on consumer insights. Positioned as a fashion brand, 48 won over 50,000 customers within twelve months of launch, on a limited marketing budget.

GloHealth launched in 2012 in the shrinking health insurance market, with a new product proposition and design offering enhanced value. Using insights gained through focus groups, highlighting the need for simplicity and value, the company developed the product concept of ‘tailored cover’. In the first six months, GloHealth attracted 30,000 new switch customers, and achieved market share among both individual and corporate customers.

Kelloggs tackled a decline in the kids cereal category by launching Kelloggs Mini Max with the goal of driving penetration in the category and winning market share in the kids segment. With support from Murray Consultants, the launch campaign carried the tagline Mini Morning Maximiser, and the brand achieved a strong foothold in the market in its first year, taking share from competitors and showing a high repeat purchase rate.

Kerry Foods faced a serious challenge to its Denny brand in the sliced meats category with intense competition from private label and discounters. Market research showed that consumers saw little difference between sliced hams, and Kerry responded with the assistance of DDFH&B by launching a new Denny Deli Style product, reformulated and rebranded to stand out as the only ham with 100% natural ingredients. The product launch was an immediate success.

O2 Media was launched to exploit a market opportunity to create a mobile messaging advertising platform for brands, as part of a strategic process of exploring potential new services and markets. O2 brought together a team to launch this totally new service using the latest location-based technology. In year one, over 90 brand and agency partners were recruited to the service, delivering over three million real-time location-based targeted media messages.

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Gradam Gnó as Gaeilge Sponsored by Foras na Gaeilge is the all-Ireland body which supports and promotes the use of our national language. When deployed with marketing skill, the Irish language can provide a valuable source of differentiation for companies seeking to set themselves apart from their competition, and tap into the deep well of goodwill and

positive emotion towards the language among consumers. As part of its ongoing campaign, ‘Gnó Means Business’, Foras na Gaeilge offers a range of practical support services to marketing professionals in private sector business. www.gaeilge.ie/gno

Banc na hÉireann

BitSmith Games

Freedom Surf School

Irish Independent

Nemeton TV

represented by Louise Golden

represented by Ralph Croly

represented by Billy Butler

represented by Debbie Brennan

represented by Irial Mac Murchú

Bank of Ireland is a diversified financial services group established in 1783, and its brand is clearly and uniquely Irish. The bank has a programme of ongoing bilingual activities and supports, including ATMs, chequebooks, and dockets, and has developed bespoke marketing materials to engage the schools sector. The bank also ran Celtic Youth Week and Fáilte Fridays initiatives, and it is proud of its tradition of supporting Irish speaking customers and communities.

BitSmith Games is a small independent video game studio based in Dublin. The firm’s first game, Kú, Shroud of the Morrigan, based loosely on the Táin, blends Ireland’s ancient past and economic present, and it was the first ever iOS game featuring the Irish language. This has helped to create standout for the game in a very crowded market, even internationally, by tapping into interest in Irish mythology and culture, and it got into the Top 80 in the US games charts.

Freedom Surf School has grown from the original 70s Surf Shack in Tramore, Co. Waterford and has developed into Ireland’s first bilingual surf school, and it is an official Billabong Sponsored Surf School. The business offers all its activities through the Irish Language, and this means of differentiation has led to a strong brand awareness and considerable customer interest, especially among schools, who see the obvious opportunity to combine surfing with language learning.

The Irish Independent features Foinse each Wednesday, Ireland’s best read Irish language publication, reaching over 120,000 readers. In 2012, the newspaper delivered its new Pod Foinse facility to readers, aimed at students as they studied for the Leaving Certificate oral exams. This resulted in increased circulation and traffic gains as it progressed. This initiative helped the newspaper to reach and engage with an important market segment, youth readers.

Nemeton is based in the Gaeltacht of An Rinn in Co. Waterford and it operates its business predominantly through Irish, a feature which is central to the firm’s DNA. Nemeton is best known for GAA Beo and Rugbaí Beo on TG4, but also provides satellite and technical facilities to other broadcasters across the world. Nemeton employs 30 full-time staff and 100 freelancers, and its latest initiative is online broadcasting offering app development and online streaming for video solutions.

The All Ireland Marketing Awards 2013_Page 11


CRM / Customer Care Award Sponsored by Irish Distillers is part of Pernod Ricard, the world’s co-leader in wine and spirits. With more than 18,000 employees across 70 countries, IDL’s global reach and decentralised way of working means it operates on a global scale whilst retaining its Irish heritage and local roots. IDL owns Jameson, the world’s fastest

growing whiskey brand, as well as Powers, Paddy, Cork Dry Gin, Huzzar Vodka and West Coast Cooler. IDL also markets and distributes Pernod Ricard premium wine and spirit brands in Ireland including ABSOLUT, Malibu, Jacob’s Creek and Campo Viejo. www.irishdistillers.ie

123.ie

Applegreen

Bord Gáis Energy

Paddy Power

Web Reservations International

represented by Padraig O’Neill

represented by Joe Barrett

represented by Dermot Mulligan

represented by Kate Curry

represented by Cathy Thomson

Still a relatively young player in the Irish insurance market, 123.ie overhauled its processes to place it in a position to differentiate based on customer service, and to deliver on its promise through the customer experience. The company invested heavily in quality surveying and feedback systems, and as a result it raised its customer satisfaction and retention rates significantly above industry averages, and achieved a double-digit market share.

Applegreen is the largest independent forecourt operator in Ireland. The company recognised the need to develop a two-way relationship with customers and also to reward customer loyalty to create long-term retention and to drive short-term revenues. Its response was the Applegreen Rewards programme, which saw a massive take-up, and the company has seen its revenues rise sharply in contrast to the downward trend in the category.

The Irish energy market is the busiest switching market in Europe, making retention a critical issue for BGE. The marketing team devised a strategy based on customer insight, commercial targets and culture change. The BGE Rewards Club was launched, offering customers value through a partnership with Tesco Clubcard, as well as experiential benefits through the BGE Theatre, resulting in a major increase in retention among Rewards Club members.

Paddy Power saw a need to differentiate its online gaming offering, and it built customised data models to optimise the customer lifecycle, studying past customer behaviour to predict the future value of key segments. By delivering high levels of accuracy and enabling targeted communications, this approach has delivered a major return on investment for Paddy Power through increased retention of customers that would otherwise have been lost.

WRI’s hostelworld.com website is the leading online travel agency specialising in budget accommodation in 180 countries worldwide. The sector is fiercely competitive, and the company launched a focused strategy to increase retention through a new Customer Relationship Marketing programme. This yielded a series of insights that drove marketing decision-making, and resulted in increases in customer retention as well as in overall bookings.

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Brand Campaign Award Sponsored by Meteor is the third largest mobile operator in the Irish market, offering voice and data service via an advanced network, reaching over 99% of the population. Meteor Mobile Communications is a wholly owned subsidiary of eircom Group, the principal provider of fixed-line and mobile

telecommunications services in Ireland with more than 2 million customers. The company has the most extensive telecommunications network in Ireland both in terms of capacity and geographic reach. www.meteor.ie

Britvic Ireland

Hyundai Cars

Kerry Foods

McDonald’s

The Irish Times

represented by Leonie Doyle

represented by Sarah Hayes

represented by Robert Blythe

represented by Claire Lynch

represented by Katie Molony

Britvic Ireland’s MiWadi brand team introduced a brand campaign to increase consumer engagement and recruit new consumers. Supported by TV and Online, the campaign offered an opportunity for consumers to develop the next MiWadi flavour in a virtual MiWadi factory on a dedicated microsite, with the winner chosen by public vote. The campaign shifted brand scores, and the uplift in value share was significant, a trend sustained in the postcampaign period.

Hyundai Cars Ireland set out to challenge loyalty to established brands and win market share, with a positioning of ‘Modern Premium’. TV, press, radio and online carried the message “Hyundai, Ireland’s fastest growing car brand”. Coinciding with the launch of several new models, assisted by Havas, and with Gráinne Seoighe and Brent Pope acting as brand ambassadors, the campaign pushed Hyundai into the Top Four car brands in Ireland for the first time.

Having reviewed the positioning of its Galtee brand, Kerry Foods effectively reengineered it to bring a quality branded presence to the market space currently occupied by private label and discounters. Based on insights and with the assistance of colleagues at DDFH&B, Kerry launched the repositioned Galtee Value range, supported by heavyweight in-store messaging. After several years of decline, this brand has been returned to significant sales and share growth in a very short period.

McDonald’s faced low customer awareness and low trust scores around the quality and provenance of its beef, and the marketing team recognised the need to respond to this. A brand campaign was launched on TV, press, radio and outdoor, to highlight the real connections between McDonald’s and local farmers. The campaign created massive shifts in consumer perceptions and this was followed through by uplifts in market share, overall sales and customer numbers.

The Irish Times responded to pressure on its business by launching a brand campaign to communicate its brand promise that it stands for deeper insight and the truth. The ‘Story of Why’ campaign was developed to reinforce brand values and to engage with new readers and was accompanied by a redesigned paper and news app. Running across a wide variety of media, the messaging consolidated the relevance and positioning of the newspaper in the lives of its audience.

The All Ireland Marketing Awards 2013_Page 13


Direct Marketing Award Sponsored by Aviva Insurance Limited is part of Aviva plc which provides around 43 million customers with insurance, savings and investment products. Aviva is one of Europe’s leading providers of life and general insurance, combining strong life insurance, general insurance and asset management

businesses under one powerful brand. Aviva is committed to serving its customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which its people are proud to work. www.aviva.ie

Bord Gáis Energy

Hidden Hearing

Irish Distillers Pernod Ricard

Kelloggs

SuperValu

represented by Neil Curry

represented by Dolores Madden

represented by Lorcan Bannon

represented by Donna Byrne

represented by Sean Collins

Having launched the Bord Gáis Energy Rewards Club, the BGE marketing team needed to find a fast and effective way to maximise the take-up among the very top bracket of customers, to decrease their propensity to defect in this very competitive sector. A number of highly personalised direct mail pieces were used, with post-campaign tracking and analysis determining which creative worked most effectively. The direct mail campaign resulted in BGE securing the core of its top customers.

As Ireland’s largest hearing healthcare provider, Hidden Hearing was facing challenges in a tough economy, and it decided to come up with a compelling offer to kick start sales. The company designed a reward scheme whereby existing customers were incentivised to trade in their old product, and with the assistance of Gibney Communications, a direct mail campaign was implemented after some testing. The result was a massive uplift in upgrade sales.

The Jameson brand team wished to engage the key male 25-34 market segment, and a direct marketing route was chosen in order to connect with influencers and opinion formers. Scouts were placed into targeted on-trade locations, and consumers fitting the profile were approached and invited to participate in a Jameson Experience event, to sign up online, and to join the CRM programme. The results were very positive, with corresponding increases in attitude towards the brand.

The Special K brand had lost a tranche of valuable consumers, and the marketing team engaged colleagues at dunnhumby to assist with a winback campaign. The brand’s customer base was mapped and tracked to pinpoint the source of the problem with precision. A targeted mailing was created with tailored messaging, to attract the recipient back to the brand. The results were exceptional, and a major sales uplift was achieved for Special K, by reactivating lapsed customers.

In the run up to Christmas 2012, in an increasingly tough market, SuperValu decided to invest in ramping up consumer engagement through the Real Rewards programme. Working with Ignition, the firm implemented three large-scale spendsegmented mailings. These were highly personalised with barcoded vouchers. The result was an inordinate uplift in average sales growth from targeted customers in the Christmas period, with significant follow-on impact.

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Market Research Award Sponsored by Mintel is an independent awardwinning provider of world-leading market intelligence, delivering robust information, analysis and critical recommendations to enhance marketing decision making. Mintel’s trusted portfolio of proprietary industry solutions and products has been supporting high profile clients in key sectors

such as FMCG, financial services, media, retail, leisure and education for 40 years. With an expanding global presence, Mintel’s worldwide office locations include London, Chicago, New York, Shanghai, Tokyo and Sydney. www.mintel.com

Bewleys

eircom

Kerry Foods

RTÉ Television

Tourism Ireland

represented by Carol Geary

represented by Keith Smart

represented by Robert Blythe

represented by Paul Loughrey

represented by Peter Nash

In seeking to establish how best to maximise its opportunities in the third level education environment, Bewleys worked with Coyne Research to profile student motivations around coffee consumption and outlet choice, and detailed market mapping to understand positioning, in addition to testing a new concept called BeEco. The approach included an innovative new method using online consumption diaries, and the findings enabled Bewleys to successfully tailor its proposition.

eircom faced the challenge of slowing down its fixed line customer churn. Working with colleagues at OI Research the marketing team conducted a rigorous analysis of its continuous tracking data, with a view to launching a Fixed/Mobile Convergence offering. A large representative sample was researched to measure concept strength and potential success, and to identify optimum price points. The insights gained led to the successful launch of the new proposition.

The Kerry Foods marketing team was concerned with the declining performance of the Denny Gold Medal brand. Conscious of changing consumer habits and attitudes, the Denny team undertook a major research programme. Based on the findings, a new Gold Medal product was developed, with research at every stage. This proved successful, as the newly launched product was an immediate success, and returned the brand to growth.

RTÉ Television Sales recognised the need to prove the return on media investment to advertisers and agencies. A research programme was launched to build a compelling case, and econometric modelling was used along with statistical methods. An innovative psychology component was included in the behavioural study to measure the effects of advertising clutter. The research provides firm evidence of the value of TV advertising in the Irish market.

Tourism Ireland faced challenges in the British market with declining revenues and visitor numbers, and a deeper and sharper understanding was clearly required. A series of ‘learning journeys’ to the regions of Britain was complemented with a major re-segmentation exercise, and a new experiencebased brand architecture was developed for the tourism brand. This 360° research approach resulted in a complete review of the marketing strategy, and brand metrics have strengthened.

The All Ireland Marketing Awards 2013_Page 15


Sponsorship Management Award Sponsored by RTÉ Media Sales is the brand name representing all of the commercial departments in RTÉ. While RTÉ Television Sales, RTÉ Radio Sales, RTÉ Digital Sales and RTÉ Guide Sales all have strong individual relationships with advertisers and agencies, this development means that RTÉ can adopt a 360-degree strategic

approach to enable co-ordinated leveraging of RTÉ Media platforms. Central to the brand is the new ‘Client Sales Team’ which brings together senior sales executives from RTÉ Television, Radio and Digital. www.rte.ie/mediasales

Cadbury

Centra

Diageo Ireland/ Carlsberg

Electric Ireland

Telefonica O2 Ireland

represented by Karl Tyndall

represented by Grace O’Dwyer

represented by Neil Ronson

represented by Lisa Browne

represented by Jill Keene

Cadbury was the official treat provider for London 2012 Olympics and Paralympics, and this was the largest single investment the brand had ever undertaken. The marketing team in Cadbury Ireland set out to maximise the return in terms of increasing sales, by in effect owning London 2012 in Ireland. Assisted by Publicis QMP, Cadbury launched the ‘Unwrap Gold’ campaign to leverage the sponsorship and this delivered double digit growth and record-breaking sales volumes.

Centra’s overall business challenge is to enhance brand differentiation, achieved through emphasising the core philosophy of supporting local communities. As sponsor of the GAA Senior Hurling Championship for a number of years, the brand’s task in 2012 was to go beyond the pure sponsorship relationship and highlight the firm’s genuine commitment. The ‘Brighten Up Your Day’ series of community initiatives helped deliver on this objective, bringing the sponsorship to life in a meaningful way at local level.

The UEFA Euro 2012 championship activated Carlsberg’s largest sponsorship platform, and gave the brand an opportunity to create a big brand feel and deepen Carlsberg’s connection to soccer, resulting in increased affinity among consumers. Leveraging the sponsorship with the help of Irish International not only gained traction with the soccer audience but it also enabled BTL activation to drive the initiative into the retail trade and lift sales volumes significantly over target.

Electric Ireland, the supply business of ESB, sponsored Team Ireland in the London Olympics 2012, and this was a key opportunity to achieve brand and business objectives. Working with colleagues at WHPR, the activation was aimed at mass audiences and included a comprehensive marketing communications programme over an extended period. Awareness of the Electric Ireland brand soared and it has been the company’s most successful ever sponsorship.

The O2 was Ireland’s first naming rights deal, and in 2012 O2 was challenged by the tough operating environment to focus on new added value. After undertaking research, the company launched O2 Priority Music as a means of enhancing the contribution of the sponsorship to O2’s differentiation. The activation was through every available touch point, and the result has been increased customer retention, as the sponsorship has delivered increased consumer engagement and benefits.

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Public Relations Campaign Award Sponsored by Located in the heart of the capital, Dublin Institute of Technology is Ireland’s largest marketing educator. DIT’s emphasis on integrating careerfocused learning with world class research and scholarship has secured it a place among the top 3% of the world’s universities. DIT and The Marketing Institute

have joined forces to create and offer several leading-edge postgraduate qualifications, the latest of which is the innovative new MSc in Digital Marketing and Analytics, which commences in September 2013. www.dit.ie/business

Arnotts

Eason & Son

Laya Healthcare

Paralympics Ireland

SAORVIEW

represented by Sarah Williams

represented by David Field

represented by Lorraine Walsh

represented by Patrick Haslett

represented by Mary Curtis

Arnotts is Ireland’s largest and longest established department store. In 2012, the store unveiled its new 10,000 sq.ft. shoe department, The Shoe Garden, and the PR team set about creating a buzz around the new destination. The bullseye target market is a female in her early 30s, and it was essential to cut through the clutter to reach her. Alesha Dixon was engaged for the launch, complemented by a full offline and online PR programme, including Ireland’s first retail Twitter party.

As Ireland’s largest book retailer, Eason’s strategy was to position the brand as an advocate of reading, an expert voice in this area, putting literacy at the heart of the business. Having established through research that many parents do not read to their children, the company implemented a PR campaign with help from WHPR to address this, with three strands, in-store, online, and charity partnership. The ‘Get Into Reading’ campaign was aimed at mass awareness, and it reached over 2 million people.

Laya Healthcare launched in May 2012 and this had to be more than a simple rebranding message. A high impact, fully integrated PR campaign, developed with colleagues from H&A Marketing, was essential to laying the foundation for Laya’s brand reputation, and differentiating it from competitors. Elements included a new CSR initiative, product developments and online communications. Record PR coverage was achieved, and awareness for the new brand was firmly and quickly established.

Paralympics Ireland is responsible for the development of Paralympic sport, and the London 2012 Paralympic games provided an opportunity to raise awareness of elite disability sport here at home. With the assistance of Pembroke Communications, an extensive PR campaign was developed and put in place in the lead up to and during the games, targeting media people to get attention by providing them with information and access to athletes and events.

SAORVIEW, Ireland’s first free national digital television service, owned and managed by RTÉ, faced the task of protecting the TV market share of the free to air service in a highly competitive and fragmented market. The switch to digital was a major event, and a PR campaign was implemented to get key messages across to the target consumer segments being sought. Awareness was raised to almost universal, and market share was protected and retained.

The All Ireland Marketing Awards 2013_Page 17


International Marketing Award Sponsored by Microsoft is the worldwide leader in software, services and solutions that help people and businesses realise their full potential. The company first opened in Ireland in 1985 employing 100 people. Microsoft Ireland has since then grown to encompass four distinct operations at its campus in

Sandyford, employing over 1,200 full time people and 700 full-time contract staff. Microsoft’s operations in Ireland include software development and testing, localisation, operations, finance, IT, HR and sales & marketing for EMEA. www.microsoft.com/ireland

Errigal Seafood

Kerry Foods

Lifes2good

Openet

The Jelly Bean Factory

represented by Aodh O’Donnell

represented by Denis O’Riordan

represented by Stuart Chidley

represented by Barry Marron

represented by Orfhlaith Nagle

Errigal Seafood is a specialist seafood processor and exporter based in Carrick, Co. Donegal, serving 300 wholesale and retail customers in Europe, North America and Asia. The company has undergone strong growth based on R&D and innovation, and a focused business development campaign has led to the breakthrough opening of the lucrative North American market and the first contract signed was worth over €1 million.

Kerry Foods identified Germany as a potentially valuable new market, and carried out extensive research to assess consumer reaction to the brand, its fit with lifestyle, and routes to market. The company had to adapt its brand positioning to overcome cultural dissimilarities to the home market. In just 18 months, Cheesestrings was highly successful and had achieved profitability in the market, opening further opportunities for growth and innovation.

Lifes2good Health & Beauty is a global business, marketing and distributing a portfolio of categoryleading brands, including its flagship Viviscal brand, a natural hair-growth supplement. The company established an international marketing team which, with the help of Rachel Dalton Communications, implemented a new strategy resulting in export sales now accounting for 95% of turnover. The company now operates in 25 countries across the world.

Openet provides software to mobile, fixed line and cable operators, to enable them monetise the growing demand for data services from smartphones, tablets and other connected devices. Openet’s product marketing team worked with a mobile operator in Egypt to develop a solution to offer roaming customers, and then built an online campaign to market this more broadly. This delivered a pipeline of qualified leads and converted opportunities.

After a successful launch into Norway and Sweden, where The Jelly Bean Factory achieved number one position, it was decided to enter the market in Finland. A distributor was selected and extensive research was conducted to determine best formats and flavours, and a promotional campaign was implemented to support the launch. The result was rapid expansion and revenue growth, with further product introductions now being implemented.

Page 18_The All Ireland Marketing Awards 2013


Marketing Innovation Award Sponsored by Vodafone is Ireland’s leading total communications provider offering mobile, fixed line and broadband services. Its vision is to be the communications leader in an increasingly connected world, enabling new opportunities for its customers. Vodafone is at the forefront of innovation and is committed to delivering best in

class, customer centric products and services. Vodafone’s extensive team is based in Dublin and Dundalk, with almost half the workforce involved in providing 24/7 customer support. www.vodafone.ie

Focus Ireland

Guinness Storehouse

Heineken Ireland Irish Independent

Spar Ireland

represented by Lisa Nicole Dunne

represented by Lisa Fitzsimons

represented by Peter Murphy

represented by Eoin Healy

represented by Suzanne Weldon

Focus Ireland’s aim is to help people break the cycle of homelessness through early intervention. With a reduction in state funding and low brand awareness, the charity had to dig deep to develop high-impact but low-cost approaches to bridge the gaps. The team developed an innovative approach to engage corporate audiences involving inviting senior business people to participate in a sleepout, and worked with Javelin to devise the ‘Shine a Light’ creative concept.

Guinness Storehouse is Ireland’s top visitor attraction, and the marketing team sought to deepen visitors brand engagement and connection. A new digital experience strategy was developed for the 4th floor, involving the creation of the Global Guinness Community Map, one of the largest HD interactive displays in the world. Assisted by Tribal DDB, this innovation not only lifted customer satisfaction scores, but also provided a means of connecting with them digitally to facilitate post-visit relationships.

The Murphys brand was facing declines in volume in its Cork heartland. Unable to match the marketing spend of larger competitors, the brand team sought an innovative way to engage its consumers, with the help of Publicis QMP. Parodying the Bud Ice Cold Index campaign where the beer gets cheaper the hotter it gets, Murphys launched an app enabling consumers to claim a free pint when it rained in Cork, and developed the first successful transactional online beer voucher in Ireland and globally for Heineken.

The Irish Independent moved to develop a new and innovative publishing platform that would provide both a seamless connection between readers, advertisers and the publication, giving a 360° print and online experience. The iMagazine initiative was launched to distribute printed magazines whilst simultaneously providing a unique and complimentary online experience, bringing the editorial content to life with video, audio and social media share functionality.

Spar strives to be at the cutting edge of innovation, and the brand team sought a unique property to generate talkability and ongoing customer engagement. Working with Mediavest colleagues, Spar came up with the first and largest paid-for brand integration in a television drama, the unique Spar sponsorship of Phelan’s corner shop in RTÉ’s Fair City, a first for Ireland. Research has confirmed the positive impact of this initiative on the Spar brand.  

The All Ireland Marketing Awards 2013_Page 19


Integrated Marketing Award Sponsored by Google’s EMEA headquarters in Dublin is its largest office outside the US, employing over 2500 staff making the company one of the largest employers in the city. Google’s team of more than 1500 business people specialises in online sales and operations expansion for companies in over 55 countries across EMEA,

operating in more than 45 languages to drive sales, advertising and publishing online and help businesses of all sizes to be successful in the global online marketplace. In 2012 Google launched a dedicated Irish sales team. www.google.ie

Aviva

Coca-Cola

Kerry Foods

Kraft Foods

The National Lottery

represented by Cathy Summers

represented by Aoife Nagle

represented by Bronagh Doran

represented by Eoghan Crawford

represented by Maebh Gleeson

Aviva Ireland underwent significant change and this impacted on public perceptions of the brand and consequently in the sales pipeline. The marketing team responded with a new integrated campaign - the ‘Chameleon’ campaign focused on telling the stories of ‘one satisfied customer after another’, focusing on getting a great deal, and centred on executions featuring comedian Mario Rosenstock. Brand awareness and consideration and market share all increased significantly.

Diet Coke is the world’s third-largest soft drink, and in Ireland it was experiencing declining penetration among 16-24 year old females. The marketing response was aimed at generating emotional relevance through fashion and glamour. Assisted by Verve Marketing, an integrated ‘always on’ campaign was developed to use international and local assets through 2012, including a partnership with Jean Paul Gaultier. This led to uplifts in frequency of purchase and attitudes towards the Diet Coke brand.

The Dairygold brand was losing traction in the market and while still brand leader its share had declined. Kerry Foods devised an integrated marketing campaign with a refreshed brand vision, and every touch point was linked with a consistent look and feel. Working with McCann Dublin, the ‘Butter it with Dairygold’ campaign was developed and implemented, including the launch of the new Dairygold Baking Block. The result was that volume decline was halted and consumers re-engaged with the brand.

In 2012 Cadbury launched their new global brand platform, Joyville, evoking the magical place where Cadbury chocolate is made. The Irish marketing team worked with PHD to give local relevance to the initiative, and launch a fully integrated campaign that conveyed for consumers a sense of Joyville being all around them. Ireland had the most successful launch of Joyville across the globe, and the initiative grew Cadbury Dairy Milk value sales to the point of being the brand’s most successful sales impact ever.

Faced with the effects of reduced consumer spending in a tough economy, the National Lottery decided to replace two games with a new game, Daily Million. An integrated marketing campaign was implemented with the help of DDFH&B and Starcom across the full spectrum of media, including TV, radio, press, outdoor and digital. Despite a tight budget, the product launch was an immediate success, surpassing the revenues of the two discontinued games.

Page 20_The All Ireland Marketing Awards 2013


Corporate Social Responsibility Award Sponsored by Kerry Foods is the consumer foods business of Kerry Group PLC, one of Ireland’s leading companies. Kerry is one of the leading suppliers of chilled foods in Ireland and Britain, and it aims to be the best at fridge food in every market in which it competes. Its strong portfolio of brands includes Denny, Galtee,

Shaws, Dairygold, Golden Cow, Low Low and Charleville. The company works with retail customers to develop its private label business in selected areas, and it offers an unrivalled national service to the independent convenience sector. www.kerrygroup.com

Aviva Health Insurance

Nestlé Ireland

RTÉ 2fm

Telefónica O2 Ireland

Today FM

represented by Liz Rowan

represented by Maria McKenna

represented by Laura Beatty

represented by Kevin Dunne

represented by Gill Waters

Aviva Health Insurance is committed to educating and empowering people about the importance of active intervention. The insurer joined forces with Breast Cancer Ireland and funded research leading to, for the first time, a profiling database system that validates and qualifies all research being conducted in this area. This new national resource has led to speedier discovery and better outcomes for patients. Since the launch of this CSR initiative, Aviva has seen increased trust scores.

Nestlé Ireland has supported the Jack & Jill Foundation since 2010 but recent reductions in funding for the charity prompted the company to focus on more meaningful assistance. The Nestlé marketing team recruited its marketing partners to help create a national integrated campaign for Jack & Jill. A national PR and social media programme was developed in conjunction with Weber Shandwick, and over 40 agency partners came on board to lend their support.  

As a national public service broadcaster, RTÉ 2fm partnered with the Society of St Vincent de Paul in association with SuperValu in the RTÉ 2fm Christmas Toy Appeal. The 2012 appeal saw some 65,000 toys donated and distributed to families in need over the Christmas period, worth a cash equivalent of over €1 million. With the aspiration that ‘every child gets a toy for Christmas’, the campaign was supported by a broad consumer campaign across a range of media.

Corporate Responsibility is central to O2’s business ethos, and this is the driver for ‘Think Big’, the company’s flagship social action programme aimed at promoting positive mental health among young people. Created in conjunction with Headstrong, the national centre for youth mental health, the initiative is open to any young person with a project idea that will make a difference. The campaign launched in May 2012 and it delivered 137 projects in year one, way ahead of expectation.

The Today FM ‘Shave or Dye’ initiative faced the challenge in 2012 of keeping the momentum high in an already successful project. Tapping in to the sense of community, passion and commitment, the station prompted the staging of 18,000 events nationally in 2012, compared to 6,000 in 2011, as well as creating significant online participation. All the station’s staff became involved in this effort for the Irish Cancer Society, and the sum raised for the charity reached €2.4 million.

The All Ireland Marketing Awards 2013_Page 21


Small Business Marketing Award Sponsored by AIB Group is one of the leading banks in Ireland with an extensive branch network consisting of c.200 branches and outlets. AIB has a strong domestic franchise in Ireland firmly committed to the mortgage and SME Market. It is the leading bank in the domestic corporate market and also for foreign direct investment

companies. In the latter half of 2012 a new operating structure was put in place to better align the organisation to the Group’s revised strategy. At end 2012, AIB Group had 13,429 full time staff, based mainly in Ireland, Britain and the US. www.aib.ie

Eventovate

Glenilen Farm

Irish Hotels Federation

Keogh’s Crisps

Motivation Weight Management

represented by Jonathan Ruane

represented by Julie Ann Twomey

represented by Keith Browning

represented by Tom Keogh

represented by Jan Dowling

Eventovate was founded in 2009 and it delivers cloud-based software for hotels to help build their wedding business. Having raised $1million funding, the firm accelerated its growth, expanding the team and quickly entering new international markets. The firm’s core product, Moposa, was supported by a comprehensive B2B marketing plan, including the development of a bespoke CRM system, and featuring activity across various media, resulting in exceptional growth.

Glenilen Farm is a dairy farm based in Drimoleague, Co Cork. The owners exploited a gap in the market for natural dairy products. The business uses milk from their own dairy herd and a neighbouring farm to make a range of artisan yoghurts, desserts, creams and butter. The product is now distributed through all the major retailers in Ireland and a growing number in Britain. The brand differentiates on taste, and it places a major focus on new product development activity.

Irelandhotels.com is an e-commerce website and the official consumer brand of the Irish Hotels Federation, the official representative body for guesthouses and hotels in Ireland. The site competes with players who have huge global brand recognition, and the IHF needed to find an innovative way to stand out from the crowd. IHF launched the Irelandhotels.com Gift Card and eVoucher, supported by an integrated marketing campaign, resulting in very strong sales.

Keogh’s Crisps was launched in 2011 as Ireland’s only producer of luxury farm cooked potato crisps, in a competitive market space. The firm competed on quality and introduced innovation into its product marketing strategy, with shamrock flavoured crisps and the SpudNav facility. With very limited budgets, the firm focused on PR to get the word out about its products, As well as being listed in all the major multiples in Ireland, Keogh’s are now also exporting to the US.

The small marketing team at Motivation Weight Management has implemented a marketing strategy to support a major expansion plan, and the key challenge has been to raise awareness and position the brand. Aiming to achieve the profile of a high-spending national brand within the confines of a tight marketing budget, the firm has expanded its nationwide franchise network by over 50%, though deploying creative yet cost-effective marketing activities.

Page 22_The All Ireland Marketing Awards 2013


Digital Marketing Award Sponsored by Carat is the world’s leading independent media planning and buying specialist, and the Carat network comprises more than 5,000 people in 70 countries, with a team of over 60 based in Dublin. Carat defined the sector when it was established as the world’s first media independent in 1968. Since then, advances in digital

technology and changing consumer behaviour have created an era of unprecedented complexity and opportunity for marketers. In this new era, Carat is leading and shaping the industry once again, redefining media to deliver business value to clients. www.carat.ie

Chill Insurance

Irish Dairy Board

Irish Distillers Pernod Ricard

Meteor

O2 Media

represented by Fergal Lynch

represented by Emer McGuire

represented by Fiona Carroll

represented by Deirdre Currid

represented by Fintan Lonergan

Chill Insurance is a 100% Irish owned broker. The company adopted a fully integrated digital media marketing plan to maximise the potential of digital technology in its strategy to differentiate in a very competitive marketplace. The company significantly increased its awareness and recall rate. Particular attention was paid to social media, and this was developed into an active communications channel with customers, with this becoming a source of sales leads.

IDB’s Kerrygold brand traditionally used above the line marketing communications but with the shift in consumer media consumption towards online, it required a more significant digital presence to reach a new younger audience. The ‘Moovin’ to Africa’ Christmas campaign was created on Facebook to be a fun and engaging activity, playing upon Kerrygold’s strong links to Africa and linking to the charity Bóthar, and it created a big uplift in online engagement.

The ABSOLUT Blank campaign involved 18 well known artists being asked to demonstrate their creativity on a blank canvas, which was then brought to life through a 360º campaign aimed at positioning the brand as a creative innovator in the ontrade, and using Facebook as a central feature. A bespoke augmented reality app helped the brand look cool and creative, and in a category which was in decline, sales of ABSOLUT increased dramatically.

The Meteor sponsorship of the ‘Choice Music Prize’, a key event in the music industry, provided an opportunity to drive awareness, and a Facebook app was central to this. An integrated digital campaign was created to drive voting, including an online display campaign, ezines, a blogger programme, a YouTube channel, a social media programme and a new section of Meteor’s website. This enabled Meteor to connect with the key youth market segment.

O2 Media was established to help brands engage with consumers on the device that is now becoming their main gateway to the digital world. O2 Media crunched ‘big data’ from their mobile network and created multiple consumer segments and profiles matching many of the common target audiences sought by Irish brands. The firm was first to market with a geo-targeting mobile marketing service, and substantially increased digital click- through rates for advertisers.

The All Ireland Marketing Awards 2013_Page 23


Advertising Campaign Award Sponsored by Newstalk is Ireland’s independent national talk radio broadcaster, delivering breaking news, informative debates, expert analysis, entertaining discussions and the best sports coverage. Newstalk is Ireland’s only commercial all-talk station and it brings to market an offering that delivers relevant radio for the

nation - Different Nation, Different Station. Newstalk has been awarded 37 PPI awards since it was first launched in 2002, and has also been named ‘Station of the Year’ on five occasions. www.newstalk.ie

Heineken Ireland

Johnston Mooney Liberty & O’Brien Insurance

Musgrave Retail Partners Ireland

UPC Ireland

represented by Jules Macken

represented by John Rooney

represented by Annette Ni Dhathlaoi

represented by Margaret O’Donoghue

represented by Rhona Bradshaw

The Coors Light brand needed to grow its market share in a fiercely competitive but declining lager market. In targeting 18-24 year old males, one of the brand’s key assets, the Rocky Mountains, was not effectively connecting, and the response of the marketing team, assisted by Chemistry, was to launch a new ad campaign called ‘The Mix Up’ which reinterpreted the Rockies in a way which resonated with Irish consumers. The campaign surpassed all its objectives, driving up acceptance levels and market share.

Johnston Mooney & O’Brien faced competitors with much larger marketing budgets and a declining market for packaged bread. Working with colleagues from Owens DDB, the marketing team sought to relaunch and differentiate the brand based on its unique heritage and 175 year old history. ‘The History in the Baking’ campaign emotively looked back at the last 175 years in Ireland and caught the imagination of consumers. As a result, the brand bucked the trend of decline and returned to growth.

The Liberty Insurance marketing team took on the task of successfully launching the brand in Ireland in 2012, with the central idea of “Insurance the way it should be”. With the assistance of Rothco, the ‘Manifesto’ television ad campaign showcased Liberty’s century-old roots in Boston and conveyed the brand’s philosophy, and it generated immediate positive effects, lifting not only awareness, but also revenues and market share, and it underpinned the successful launch of the brand in Ireland.     

SuperValu wished to reverse a decline in its share of basket and so revamped its own brand range, requiring an advertising campaign to help give consumers reasons to believe in it. The ‘Hello’ campaign aimed at delivering a more contemporary positioning, across a range of media. Whilst sales increased as soon as the products first appeared, an exceptional uplift came with the launch of the advertising campaign, along with a big improvement in value for money scores.

UPC’s upgrading of its fibre power network provided a means of differentiating on a sustainable USP, a standard broadband speed of 25MB. The ‘Triple Your Broadband Speed’ advertising campaign, developed with Irish International, featured Craig Doyle as the brand spokesman. The campaign had a dramatic effect on UPC’s performance in Ireland, helping lift its NPS score, and playing a central role in bringing the company to the landmark result of achieving one million customers.

Page 24_The All Ireland Marketing Awards 2013


Marketing Team Award Sponsored by O2 Media is Ireland’s leading interactive mobile media service. It uses its unique data-driven insight, network scale and targeting technology to put its clients brand messages in the hands of the right person, at the right place, at the right time. Mobile is the fastest growing advertising medium world-wide.

Mobile advertising with O2 Media drives awareness, engagement and behaviour like no other medium can by connecting its customers with clients brands. Its media solutions include direct messaging, location-based messaging and app discovery. www.o2media.ie

123.ie

Bord Gáis Energy

KBC Bank Ireland

Kerry Foods

Superquinn

represented by Siobhan Lynch

represented by Nicky Doran

represented by Aidan Power

represented by April Redmond

represented by Pauline Browne

The marketing team at 123.ie have driven the business to become one of Ireland’s fastest growing insurance firms, achieving a growth rate of 30% last year. With the assistance of colleagues at Acorn and Mindshare, the team overhauled its processes to enable it to differentiate based on customer service, and to deliver on its promise through the customer experience. By instilling a performance culture across the board, the team achieved a double-digit market share.

Facing a reduced budget and more intense competition, the Bord Gáis Energy marketing team needed to refocus its efforts in order to meet demanding commercial and brand objectives. The team delivered an exceptional year, reducing customer churn by leveraging brand assets and introducing a series of initiatives such as a new loyalty programme, a major new partnership with Tesco, and a sponsorship activation, as well as a product redesign.

KBC Bank’s marketing team has firmly established the bank as a strong niche player in the financial services market. Having launched itself in the retail market, 2012 saw the marketing team double in size and drive the new retail strategy in earnest by delivering a range of key initiatives, including the areas of branding, communications, customer experience and echannel activity. The team transformed brand awareness scores and achieved over €1 billion in new deposits.

The economic downturn has seen many blue chip brands under intense pressure, and the marketing team at Kerry Foods, with its wide portfolio of household name brands, recognised that a serious response was required. The team restructured itself into cross-functional category delivery teams, with marketing placed at the centre of the business. This has resulted in the successful repositioning and relaunch of key brands, and the achievement of ambitious objectives.

Superquinn’s newly-formed marketing team was tasked with addressing declining consumer loyalty and market saturation, and it responded by devising a new strategic marketing plan. Adopting the mantra “doing the ordinary, extraordinarily well”, the team reengineered the marketing approach, streamlining the customer offering and delivering a new store look and feel, despite reduced resources. The result was increased share of spend, and the company was returned to profit.

The All Ireland Marketing Awards 2013_Page 25


All Ireland Marketing Champion Sponsored by The Irish Independent holds the unique and undisputed position as Ireland’s largest selling and best read daily newspaper. Independent.ie is Ireland’s No.1 choice for online news, and it is the country’s leading and largest online news publishing site. The company’s strength in both the print and online markets is

testament to its authoritative and trusted platforms of vibrant journalism across all sectors, also underlining how its readers and users react so positively to its comprehensive offering, which sets the agenda across a range of fields every day. www.independent.ie

This special award is designed to highlight the exceptional marketing performance of a business leader, and it is made to an individual selected by the Marketing Institute of Ireland.

Lorraine Twohill Lorraine Twohill runs Global Marketing at Google. Over the last ten years, her job has been to tell the evolving story of Google to the world. Lorraine strives to bring the magic of Google’s products to life in a simple way for users and customers. Her team’s role spans all of Google’s products across the globe. From reminding people why they love Search to helping the world fall in love with a new browser called Chrome. From redefining the social conversation with Google+ and YouTube to pushing forward an entire ecosystem with Android. From helping small businesses get online and thrive to igniting the advertising industry, driving forward Google’s revenue. From letting kids design Doodles on the Google homepage to capturing and preserving the world’s culture online, using technology as a force for good.

Page 26_The All Ireland Marketing Awards 2013

Lorraine joined Google from European travel site Opodo, first running Google’s European Marketing team before taking on her current global role. A proud native of Carlow, she holds a joint honors degree in International Marketing and Languages from Dublin City University and has been nominated to their Alumni Roll of Honour. She is a member of The Board of Directors at Williams-Sonoma Inc. and two years ago was named Adweek’s Grand Brand Genius. Lorraine lives in Palo Alto, California, with her husband, Pete, and their two young children.


M.Sc Digital Marketing & Analytics

The Marketing Institute of Ireland and DIT’s School of Marketing Ireland’s leading provider of marketing education - have partnered to develop the innovative Masters Degree in Digital Marketing & Analytics. This M.Sc is delivered over 16 months Now accepting applications for September start

• Designed to create Digital Leaders, capable of integrating digital platforms with marketing and corporate strategy • Delivered by leading digital marketing practitioners and marketing experts

• Open to graduates of all disciplines with marketing experience • Focused on the design, implementation and measurement of end-to-end digital marketing strategies • Leveraging analytics to drive strategic decision making •

Delivered in an interactive learning environment - live campaigns, practitioner workshops, webinars...

• Equipping graduates with proven strategic frameworks and readily applicable toolkits

www.mii.ie/digital-masters


Marketing Elevator Scholarships The Marketing Institute of Ireland’s Marketing Elevator Scholarship Programme is a series of scholarships for our education and professional training solutions. These scholarships are intended to support our mission to strengthen the practice of marketing in Ireland, and to provide opportunities for marketing professionals who require financial support to undertake education and training courses. If you are hungry for serious learning and development, but are currently being held back by financial constraints, a Marketing Elevator Scholarship could provide a welcome boost to your career. For further information: See www.mii.ie/elevator or contact Ailish Hollingsworth at The Marketing Institute, ailish@mii.ie or phone +353 1 295 2355.

www.mii.ie/elevator


Shane Holland is an award-winning Irish designer who, along with his skilled team of designers and craftsmen based in Duleek Co.Meath, has delivered design projects involving lighting, furniture and sculptural elements in mixed materials, here in Ireland and internationally. “My mission is to create items of functionality, elegance and expression which will last into the future.�

The commissioned design for the Marketing Institute of Ireland’s All-Ireland Marketing Awards uses the theme of the feather as an object of elegance and gentle persuasion. It is in a sense a metaphor for the practice of marketing that can tickle or persuade the biggest animal or organisation into reacting to its strength. It can even guide a heavy but fast-moving arrow to circumnavigate in an arc, or to strike home on a target that seems far away. The award is constructed in stainless steel, bronze and stained ash.


The Marketing Institute of Ireland Marketing House South County Business Park Leopardstown, Dublin 18 Ireland T +353 1 295 2355 F +353 1 295 2453 E info@mii.ie

www.aimawards.ie

design verso.ie

www.mii.ie


Aimawards2013 brochure