Business Media

Friday 19 September 2014

Postscript - Media & Marketing: Penneys goes continental

Published 14/08/2014 | 02:30

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Mrs Brown - our guilty pleasure.
Leaving Cert helpline
The Lego Movie

Irish communications group MediaVest has won Primark's coveted pan-European account.

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MediaVest is headed up by 20-year industry veteran Aidan Greene and is owned by Core Media. It claims to have the highest staff-per-billing ratio of any major agency in Ireland.

It will be responsible for all Primark/Penneys media campaigns in Europe. The retailer, founded by the Weston family and now owned by British giant ABF, has been busily expanding its footprint in Europe, with stores in Paris and Germany.

The group currently operates over 250 stores in Ireland, the UK, France, Germany, Spain, Austria, Portugal, Belgium and Holland.

Mrs Brown our guilty pleasure

Doubters may scoff, or not scoff, at the success of Brendan O'Carroll's Mrs Brown's Boys - but the numbers don't lie. Cinema admissions for July 2014 were up 12pc on last year in the Republic thanks to Mrs Brown's Boys D'Movie, which beat The Wolf of Wall Street and The Lego Movie at the box office to take number one place for the month. It has taken in €3.36m 
so far, helping to boost cinema sales for the for six months of the year by 1pc.

Cinema admissions will stay strong for the rest of the year, cinema advertiser Wide Eye Media forecasts. Potential blockbusters like Gone Girl, and the next Hunger Games and Hobbit instalment are all due for release between September and December.

Helpine for results day

About 57,400 students gathered at schools around the country or huddled around their computers at 10am yesterday to get their Leaving Cert results. That is a sizeable group and sponsors know it. Connecting with young people provides long-term gains, since brands can forge links that will develop into the future.

The latest major education sponsorship deal concerns the Exam Helpline 2014, which is backed by Eircom and the Irish Independent.

The helpline provides free advice and support to students receiving their results.

It is open until Friday and will reopen next Tuesday to help with CAO first round queries. The number to dial is 1800 265 165.

Sign of the (New York) Times

Old advertisements can provide an instant link to the past in a way that can be a struggle to replicate with words. 
Newspaper and billboard ads from the 1950s and 60s can seem hopelessly antiquated today - those depicting women's place as firmly in the 
home, or espousing the health 
benefits of cigarettes are particularly shocking.

If advertising is a sign of the times, a new ad policy at The New York Times is particularly illuminating.

It recently ran its first ever full-page marijuana advert, just weeks after editors called for the legalisation of the drug.

The advert was for Leafly, a US reviews website for cannabis strains and dispensaries.

The newspaper's support for the legalisation of marijuana is being hailed in the US as a huge boost to the movement.

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