Rugby World Cup: Social Conversation Measurement...

This weekend saw the eyes of the Irish nation turn to Cardiff for the quarterfinal clash between Ireland and Argentina in the Rugby World Cup. There can’t be many tougher sports than rugby, with its high impacts and fast pace… …but despite the aggression on display on the pitch rugby is also renowned as being a sport where there is great banter between opposing fans at the game, and increasingly social media is playing a growing part in the sport’s success.   More brands are trying to associate themselves with the excitement and emotional connection fans have with sporting events; and sponsorship activity increasingly has to have the social conversations concerning such events in sharp focus. Discussing the issues involved in building and managing conversations around this Rugby World Cup were: ( l-r  below) Jim Kelly from O’Connor and Kelly.ie Lisa Couzens Marketing Director MMR International Janet Gunner  Managing Director MMR International    ...

Allianz Business to Arts Awards 2015...

Pictured with me (l-r) – Andrew Hetherington, Bernadine Maloney and Damien O’Neill. The  Allianz 2015 Business to Arts Awards programme saw a 25% increase in nominations, with projects valued over €10m put forward for consideration. The 24th annual Allianz Business to Arts Awards took place on 1 September at the Bord Gáis Energy Theatre, attended by over 500 arts and business leader To discuss the role of the awards, and some of the broader issues in arts business relationship I was joined in studio by three guests…. Andrew Hetherington, Chief Executive, Business to Arts Damien O’Neill, Group Marketing Director, Allianz Ireland the title sponsors Bernardine Maloney, Corporate Communications and Public Relations at ESB – who were the inaugural winners of the Portfolio of Sponsorships...

Aer Lingus website strategy...

In this podcast an interview with Aer Lingus Director of Communication Declan Kearney about the launch of a revamped Aerlingus.com website. The new site includes an explore tool, best fare finder, personalization options, booking management, online check-in and a price-lock that will allow you to hold your flight with just a deposit. The website is part of a new brand repositioning which launched in Spring 2015 “Smarts Flies Aer Lingus,”....

Corporate rebranding: the Eir Case-Study...

In September 2015, Irish telecoms company, Eircom officially unveiled a new name for the group in a rebranding exercise costing €16m. The change of name to Eir marked the largest rebranding exercise in 20 years in Ireland. The change in name marks another new phase in the firm’s chequered past, which includes multiple changes in ownership, a phase of examinership and a controversial flotation on the stock market. In studio to discuss the issues involved in this particular case, and the broader range of strategic issues in a corporate rebranding exercise I was joined by Pat Kinsley from Neworld Associates. One of the original Brand Thinkers in Ireland, Pat has spend the last 28 years extolling the virtues of branding as an essential commercial...

Sponsorship Special

This podcast is a special on Sponsorship Trends…in studio I am joined by Jamie Macken from Livewire and Joanne O’Sullivan from PSG Sponsorship Topics Disussed are: Sponsorship trends in Ireland today ( sports, media, arts,  etc ) Motivations for sponsors / property rights holders Measurement of sponsorships Case-studies of effective sponsorships: Electric Picnic research from PSG How digital impacts on sponsorship today. Post-recession ? is this being felt in...

Direct Marketing

In this podcast I am joined by Lorcan Lynch from DataXcel , Ann Marie Dunny from Microsoft, and Dave O’Sullivan from Ignition. We talk about about the resurgence/renaissance of DM, what’s changed, the central importance of data to off-line and on-line marketing, lower postal volumes but increased frequency due to better targeting and segmentation of data etc. Also how DM and Digital are ideal partners. We also preview the forthcoming IDMA Conference Loyalty: Show me the Love  which takes place on October 1,...

Rich Media Developments and Case-studies...

In this podcast we take a look at rich media developments. My guests were  Graham Nolan, Head of Strategy at CKSK and Ken Nugent, Business Development Manager, RTE Media Sales ( Digital )  Among the items we discussed were: The major rich media innovations that RTÉ Media Sales-Digital have developed across RTE’s digital platforms (including a full-page takeover campaign for  Aviva ). Global examples of great rich media innovations / some of the rich media work CKSK have done for their global clients. We explored the value that rich delivers to creative agencies and brands today, versus the limitations of static digital advertising typically used in Ireland over the past 10 years. The challenge of how to  unlock creative possibilities as well as commercial e-commerce possibilities within rich media are also discussed. And we ask the question whether rich media may actually substitute the need to bring people to your website at...

SME Branding Workshop Podcast...

In this podcast on SME Branding I am joined by Gerard Tannam (on left in photo ) from Islandbridge Brand Direction and Ross Good from Pubble.io  – an online messaging platform. Among the topics we address are: Creating the brand — understanding the brand’s story Brand values – how to uncover them – and leverage them For an SME what are the types of actions needed to ensure that brand is developed strategically in the midst of lots of pressing challenge ( growing scale, lack of expert marketing talent etc.). Gerard offers his insights into how the company can build a brand in the challenging context of scaling up a tech...

Marketing Research Trends...

In the run in to Dublin hosting the ESOMAR Congress, this podcast an interview with founder of Catalyst Market Research Dan Mc Guinness. In our discussion we touch on many issues relating to the modern market research sector. Re-positioning of MR – more contemporary discussion on Insights – what is meant by this? Technology – lots of new tools –  Qual and Quant perspectives — they tend to allow fast reporting, but is this at the expense of strategic insight ever? Big Data – there is huge hype around it but what are the opportunitiies for MR companies – existing players or are we going to see new entrants? Is there a trend for companies to do more in-house analysis using the new tools available — threat or opportunity? Qual and Quant – differences, how they complement each other Qualitiative Research...

Disruption in the Accommodation Market...

An extended interview with Homestay.com CEO, Alan Clarke dscussing a recently commissioned Phocuswright report on the  Shared Space /Homestay accomodation sector. The report covers an 8 country, 8,000 person survey in December 2014. The survey found that anywhere from 10% – 20% of travellers are choosing the shared space / homestay option of accommodation. Some of the key findings are below –          Nearly one in 10 travellers in the US and UK rented a shared space last year , this compares to one in 5 for whole home rentals –          Participation in shared spaces grows to almost one in 5 in countries like China, Brazil and Russia –          Shared space accommodation sector rose from 3% in 2012 to 9% in 2014  in the US –          Number of millennials (18-34) renting shared space accommodation is up to 15% –          53% of shared space renters are aged 35+, with 55+ making up 22% of the market, demonstrating shared stays are not just popular with young travellers –          Nearly half of all shared space renters in the US and UK have an annual household income of more than £50k Fáilte Ireland will be borrowing the ‘Google Trekker’ over the next three months to capture many of Ireland’s remotest tourism beauty spots which haven’t yet been captured by Google Street View. – See more at: http://www.failteireland.ie/Footer/Media-Centre/Failte-Ireland-and-Google-Partner-to-Put-Ireland-o.aspx#sthash.LMegCDME.dpuf We discuss in detail these findings, and trace the broader implications for the accommodation sector, and the challengs facing the shared space segment. At the start of the show I am joined by phone by Brian Quinn on Ireland’s Wild Atlantic Way in Co. Mayo. Brian is  from Fáilte Ireland who have just  announced that it is borrowing Google’s hi-tech ‘Trekker’ to capture Street View images of some of the country’s remotest...

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