Tuesday 25 October 2016

Great Scott leaving Boys and Girls agency

Michael Cullen

Published 09/04/2015 | 02:30

Kevin Spacey in House of Cards
Kevin Spacey in House of Cards

One of the founders of creative ad shop Boys and Girls, Fiona Scott, is leaving the agency after five years and has sold her equity shareholding.

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A former senior executive at McConnells, Scott worked in media buying and planning and client service. In paying tribute to her, Boys and Girls' managing director Patrick Meade said she was a highly valued agency director who will be missed by her colleagues and clients alike. While Scott is quitting Boys and Girls, it is understood she plans to remain on in advertising.

Boys and Girls has a philosophy of 'Daring Simplicity'. Agency clients include Three Mobile, Irish Distillers Pernod Ricard, Nissan, Topaz, Danone, Dulux, RaboDirect and Digicel.

The latest new client is Three's 48months.ie first online mobile network for 18 to 22-year-olds. Coinciding with Scott's departure, the agency announced a series of staff appointments and promotions.

Dan Henson is now head of activation. He was formerly with Irish International and EightyTwenty. Sarah Sherry joins as business director from In the Company of Huskies to work on RaboDirect, Nissan, 123.ie and Energia. Rachel Carey has joined as senior copywriter from Publicis and Laurence O'Byrne as senior art director from Ogilvy.

While with Ogilvy, O'Byrne helped created the award-winning campaigns for the ISPCC (pictured). John Kilkenny has been promoted to head of art.

Sinead O'Moore has been made account director on Three, Independent.ie and Irish Distillers Pernod Ricard (IDPR) accounts. Eoin Murphy moves up to account director, working on Digicel, IDPR, Topaz and Topline accounts.

* Heineken is to enter Ireland's cider market with the rollout of New Zealand brand Orchard Thieves on May Day. The Dutch brewer plans to invest €20m in the brand over five years. Ireland's cider market is valued at €366m. Diageo tried to crack the cider market by investing heavily in the likes of Hudson Blue, but C&C's Bulmers Cider won out.

Bulmers Cider, pictured, has just made a return to TV with the launch of a new, through-the-line campaign, with Publicis Dublin highlighting the cider brand's journey and extolling the virtues of that quintessential Bulmers' ingredient - time. The 'Not a Moment Too Soon' tagline focuses on taking the drink slowly.

The ads were developed in tandem with Shane Whelan of PROjekt, who worked on Bulmers at Youngs/Havas for almost 20 years. The TV spots were produced by Antidote and directed by Irish filmmaker and writer Aoife McArdle, whose work includes music videos for U2. The ads were shot on location in Dublin, Wicklow and Clare.

* The Rail Procurement Agency (RPA) has selected JCDecaux as the preferred bidder for its Luas light rail contract. The RPA published a notice of contract renewal at the end of November, but the State body really only got the wheels in motion in more recent days. The RPA is now in negotiations with JCDecaux, which is the incumbent.

The Luas contract runs for five years, with the RPA having an option to extend it for another five years. While Luas is a prestigious name, the contract is not seen as a revenue game changer. The other two major outdoor firms in Ireland are US group Clear Channel, which operates the Adshel bus shelter network, and Exterion Media, which has the CIE contract.

* Netflix has been boosted by the launch of a dedicated button on remote controls for smart TVs, Blu-ray players and set-top boxes in Europe. The button, which gives direct access to the streaming service, has been available in the US for some years.

Netflix has 57 million customers worldwide, with about 340,000 Irish subscribers, or one in five households.

Netflix spends about €3bn a year on content and €600m on marketing, with high-profile campaigns in Ireland for 'House of Cards' (its star, Kevin Spacey, is pictured left) and 'Orange is the New Black'. Most recent campaigns have been for 'Bloodline' and 'Breaking Bad' spin-off, Better Call Saul.

* Rob Reid has joined Advertising M&A in London as a consultant for digital agencies' mergers and acquisitions. The company predicts renewed interest in Ireland from the larger multinational advertising holding groups. Reid -who reports to company chairman Chris Still, also based in London - was a director at Cybercom and In the Company of Huskies.

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

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