Wednesday 14 November 2018

AdLib: 'Godfather' to offer effective advice

Former pop star and MasterChef Ireland contestant Samantha Mumba
Former pop star and MasterChef Ireland contestant Samantha Mumba

Michael Cullen

Marketing effectiveness in the digital era is the theme of a Marketing Society seminar with the man dubbed the 'Godfather of advertising effectiveness' as guest speaker.

British ad veteran Peter Field spent 15 years as a strategic planner in agencies before becoming a marketing consultant who tells it like it is at industry gatherings worldwide.

Field has spent years analysing findings from the UK's Institute of Practitioners in Advertising (IPA) effectiveness databank, which go back three decades. The data shows how inputs such as strategy and media choices influence outcomes such as business performance and campaign efficiencies.

Trends over time throw up some worrying findings. Recession influenced the mood of marketing and the mediascape has changed marketing practices. Field says that in some important ways, ad effectiveness has been impacted in a negative way. It has fallen to the extent that marketers have thrown away the gains made during the rise of digital.

What's gone wrong? Most of the deterioration can be put down to short-termism and its related effects. Field will explain further why short-termism inevitably undermines long-term success. The evening seminar is exclusive to Marketing Society members and is in the offices of recruitment company Indeed Ireland on St Stephen's Green at 4.30pm next Wednesday.

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Entries are now invited for the NewsBrands Ireland Journalism Awards, sponsored by the National Lottery. The competition is open to all journalists writing for NewsBrands Ireland titles. Awards are presented across 26 categories, including news, analysis, reporting, opinion, features, business, investigative journalism, politics, sport, crime and online excellence.

This year, a new campaigning journalism category has been added, designed to showcase and honour the role of breaking stories in the public interest. The eligibility period is from the start of July last year to the end of June this year. The awards take place in Dublin's Mansion House on November 15.

The overall Journalist of the Year winner will be chosen by the judging panel from among the individual winners of the other categories forming part of the competition. Full details on entering the awards and the list of this year's judges are online at journalismawards.ie.

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Ian Young
Ian Young

There should be fun and games in Dublin's Merrion Square this weekend and in Cork's Fitzgerald Park next week as the 13th annual Laya Healthcare City Spectacular gets underway. The free family festival sees street performers, living statues and buskers strut their stuff.

The line-up includes Sara Twister, a woman who can fire a bow and arrow from her feet while balancing upside down. Mat Ricardo, the first man in history to put the tablecloth back on a set table, and Jonathan Burns, whose party act is squeezing himself through a toilet seat, will also show up.

Festivalgoers are urged not to lose their heads watching Madame Guillotine's comedy mime. New this year is the 'It's Good to Live Stage' where kids of all ages dance, drum, jump and join in on health classes.

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How encouraging to see one-time Irish teenage pop icon Samantha Mumba being hired as a brand ambassador by Brody Sweeney's Camile Thai food delivery. Mumba, a former MasterChef Ireland contestant, cooks up a chickpea massaman curry.

She follows in the footsteps of previous Camile guest chefs Miss Universe Rosanna Davison, Green Spoon's Indy Power, Galway hurler Joe Canning, former Olympic runner Derval O'Rourke and vegan food blogger and fashion stylist Holly White. It beats the hiring by some brand owners and PR agencies of random influencers famous for being famous.

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The world's first industry-accredited masters' degree to prepare reporters for working in conflict and disasters areas globally gets under way at the Ulster University (UU) in Coleraine this September. UU secured accreditation from the UK's journalism training accrediting body, the National Council for the Training of Journalists (NCTJ).

NCJT directors include the editors of Sky News and BBC News. The MA International Journalism; Hostile Environment Reporting degree will be taught by consultants with more than 30 years' front-line experience in troubled parts of the world such as Northern Ireland, Iraq and Afghanistan.

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Forecourt retailer Applegreen has hired UK loyalty agency TLC Marketing to roll out a new programme to engage its customers. Called Seat Swap, the scheme centres on Applegreen customers trading their drivers' seat for six themed 'seats' for rewards against points notched up from fuel and in-store purchases.

For example, a deck chair includes travel rewards such as up to €50/€100 off any sun holiday with Click & Go or a year's membership to Hotel Express. A roller-coaster seat offers discounts to various attractions and day-out venues.

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And finally... Adland will salute former Irish International BBDO boss Ian Young, at his leaving do next Thursday. Colleagues, clients and suppliers will toast a man who helped drive one of Ireland's top ad agencies forward, handling accounts such as Guinness, Glanbia, Mars, Flahavan's, Mars and Renault down the years.

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

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