Tuesday 26 September 2017

AdLib: Are you a creative force or a realist?

Target McConnells managing director Abi Moran
Target McConnells managing director Abi Moran
Tim Griffiths

Michael Cullen

Marketers and media should know that innovation is about people not technology. While consumers are on a tech journey with more tangents than Pythagoras could ever imagine, ultimately it's what people do with science and technology that solves problems and improves our lives, a new report by media group OMD Ireland indicates.

The third study on the Future of Ireland homes in on the trends most likely to influence consumers in the coming years. The report leads this time with 'innovation matters'. OMD's managing director Tim Griffiths said the improvements in Irish society people seek most relate to healthcare, the environment and plans for older citizens.

The Ulster Bank-sponsored report divides the country into four groups, based on attitudes to innovation and change. Creatives comprise a fifth of the population and tend to be younger and female. They are the cohort most open to change, particularly when it's new ideas coming from entrepreneurs and businesses.

Then there's the advocates. They make up one-in-four of the population and are usually male, though there's no age skew. They are more likely to embrace technology. Realists is the largest group, accounting for three-in-10 adults. They are mostly female, older and tend to be pessimistic about Ireland's future and sceptical about advances in technology.

The fourth and final group is the doubters. Reflecting one-in-five adults, they are usually male and are less likely to learn new skills and are laggards when it comes to tech. Almost 40pc of consumers say they make an effort to buy ethical products or services, with just 19pc not doing so. However, 42pc are indifferent to ethical considerations.

When it comes to future actions, the report throws up stronger opinions. Almost half of respondents said it's more important to think about future generations than our own age group and 58pc believe ethics and human rights should be central to innovation and change - even if it slows progress.

OMD is running an online quiz on its futureofireland.ie website and on social media, asking people to identify themselves with one of the four groups. As with the first two studies, the survey was conducted by Gerard O'Neill's Amárach Research using a nationally-representative online sample of 1,000 adults.

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Anyone in media with an athletic bone in their body is urged to sign up to the Virgin Media Night Run on Sunday, April 23 and turn Dublin city red. About 10,000 people are due to take part in the 10k run, staged in tandem with Athletics Ireland and Titan Experience. Runners will start at North Wall Quay/New Wapping Street and head down the quays to Grand Canal Dock and Ringsend, finishing at Samuel Beckett Bridge. All entrants will receive a Virgin Media running pack with a branded top to be worn on the night, a chipped race number and other treats. Free online registration is open until next Wednesday.

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As rivalry between the beer behemoths and craft brewers rolls on, Diageo has launched a new TV and out-of-home campaign for Guinness Hop House 13. Created by AMV BBDO in London, with media by Carat Ireland, the ads again home in on the lager's authentic nature with its 'More Taste, More Character' catch-cry. Pubs that show up in the ads include John Kavanagh's, aka 'The Gravediggers', in Glasnevin, Brennan's in Bundoran, Co Donegal and McCarthys in Fethard, Co Tipperary. Sam's Barbers in Temple Bar also gets in on the act.

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Target McConnells has won Safefood's childhood obesity public health campaign after a contest with the Government food body's other two roster agencies, Irish International and McCannBlue. The campaign will centre on increasing awareness among parents and families of the health risks surrounding overweight and obesity problems among Irish children.

Target McConnells' managing director Abi Moran and her team will work with Safefood's marketing and communications director Fiona Gilligan. Media buying was not part of the Safefood review.

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On the movers front, Kathryn Ryan has joined the Kilkenny luxury stores group as senior marketing manager from Communicorp, where she was marketing manager for 98FM and Spin 1038. Kilkenny has been dogged by controversy in recent days with a legal row between founder and managing director Marian O'Gorman and members of her family, including her marketing director son, Greg O'Gorman. Ryan's replacement at 98FM is Celine Weldon, who was marketing manager for the Guinness Storehouse.

Avril Bannerton's Taste of Dublin has hired a new PR agency. DDFH&B Group's The Reputations Agency has taken on the gig previously handled by Kennedy PR. The food and drinks festival is held in Iveagh Gardens in June.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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