Friday 20 April 2018

Deadlines loom as the awards season hots up

Ryan Tubridy
Ryan Tubridy

Michael Cullen

* Marketing and media awards are a little like buses. You wait around for what seems like an eternity and there's isn't one in sight and then all of a sudden everyone is beavering away trying to make the stop - the deadline. Marketer of the Year is an award recognising and honouring excellence in Irish marketing, specifically for work done in the past two years.

The person is someone who through strategy, innovation, communications and impact on the marketplace has made their brand a big success.

Nominations must point out the scale of the marketing challenge faced, along with the key aims and objectives. Entrants need to detail the strategy adopted and implications for the business.

Key consumer insights driving the strategy and the actions taken and tactics used should be explained too. Finally, to have a chance of being Marketer of the Year, the winner's work and how it impacted on sales and consumer awareness - and how the success was measured - must be outlined.

The deadline for entries this year is close of business on Thursday, September 24. The winner will be announced at an industry lunch in mid-November. Last year, Musgrave's Ray Kelly took home the trophy for the strategy he developed for SuperValu, in the face of stiff competition from German discounters Aldi and Lidl.

Kelly reinforced SuperValu's credentials by relaunching its own brand range to keep existing patrons onside and attract lapsed customers back to its stores. The strategy urged Dubliners to "love the SuperValu brand" and capitalise on the feel-good factor surrounding Superquinn.

Ads created by DDFH&B were rolled out fronted by TV chef Kevin Dundon and Dublin GAA footballer Bernard Brogan, main picture.

Marketers are also reminded that entries for this year's Sponsorship Awards must be in by Wednesday, September 16 - and the organisers say there will be no extension. Entries are free in the 20 categories, which include best sponsorship agency, best integrated sponsorship and best use of print and outdoor.

The awards will be presented at a black tie dinner in the DoubleTree by Hilton Hotel on November 19. They are supported by Daragh Persse's The Brand Fans, French poster company JCDecaux, Communicorp One and the Irish Independent. This newspaper also sponsors the Eircom Spiders. Again, anyone interested in submitting, should do so by September 16.

* The strategic imperative of communication is the topic to be teased out at the Public Relations Institute of Ireland (PRII) annual conference in the Clyde Court Hotel in Ballsbridge on October 22. The agenda will discuss public relations at the boardroom table, communicating a long-term vision while dealing with ongoing crises and the globalisation of PR in Ireland. The speakers' line-up includes Stephen Waddington from London agency Ketchum, which has links to Dublin PR firm, PSG.

Glanbia's group human resources and corporate affairs director Michael Patten will lead the session on the international talks. For some, the star attraction could be Minister for Health Leo Varadkar, who will share his thoughts on how to communicate a strategic, long-term message given today's 24/7 news and social mediascape.

* The recession had a big say in calling a halt to the leisurely lunches embraced by ad agencies. But now that the economy is showing signs of perking up, a number of adlanders are keen to revive such gastronomical gatherings. With this in mind, a group of agency execs have got together and plan a nosh-up in the Unicorn restaurant later this month.

Marshalled by Graham Taylor of Havas Media and Irish International boss Ian Young, it would appear the 'Let's Do Lunch' crew mean business. With the popular Merrion Row eatery block booked and the fine fare funded from a kitty, the diners hope to have a few bob left over to buy a round or two of drinks when they adjourn to nearby Doheny & Nesbitts.

* Fáilte Ireland has put back its media and creative services review until early October due to what are said to be "diary problems". Four media agencies have been shortlisted - Initiative, Mindshare, Starcom and the incumbent, PHD. The body responsible for staycations will see presentations from four creative agencies - Cawley Nea\TBWA, Publicis, Rothco and the incumbent, DDFH&B.

* Ryan Tubridy returns to RTE Radio 1's 9am weekday slot next Monday. Vodafone has signed a year-long deal as the show's sponsor but are staying schtum about the fee. The news follows Renault's return to stings on the Late Late Show. The French car company hopes the Friday night chat show can accelerate sales of its new Kadjar model.

* With FBD reporting disappointing results in Ireland's dysfunctional insurance market, AdLib is sorry to hear that the NoNonsense brand is to be scrapped. While the over-the-top ads, pictured, created by Ger Roe's crew at Publicis, may not amuse everyone, NoNonsense provides a welcome break from the safety first approach seen in so many other insurance ads.

Michael Cullen is editor of;

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