Monday 19 February 2018

Drink ad watchdog faces online deluge

Andrew Murphy, MD of new sponsors Shannon Airport, with Munster’s Dan Goggin, Conor Murray and Keith Earls
Andrew Murphy, MD of new sponsors Shannon Airport, with Munster’s Dan Goggin, Conor Murray and Keith Earls
Al Porter at the TV3 season launch with Lucy Kennedy

The industry body responsible for pre-vetting alcohol ads reports a 41pc increase in CopyClear review submissions made over the past year. In 2016, the clearance managers reviewed almost 9,000 submissions. With digital and social media now accounting for over 55pc of all work submitted, the job of reviewing ads has got more complex, CopyClear chairman Fintan Cooney says.

CopyClear deals with the promotion of alcohol and operates on the basis that drinks companies send on details of their planned campaigns in advance so they can be checked to make sure they comply with the Advertising Standards Authority of Ireland (ASAI) code.

The vetting covers all versions of a campaign, including early concepts, adaptations and finished work.

Of the 8,859 submissions made in the last year, 7,997 of them were compliant - an approval rate of 90pc, with 862, or one in 10, non-compliant and thereby not published or broadcast. CopyClear reviews ads created in Ireland and overseas. In 2016, 82pc of all submissions were created in Ireland. Beer amounted to 4,660 or 53pc of the ads submitted, a drop of 5pc from 2015.

However, the rate of beers ads that were shot down jumped to 9.8pc as against 5.5pc for the previous year. CopyClear came in strong criticism for failing to prevent Diageo from broadcasting its Budweiser ad fronted by UFC fighter Conor McGregor. The ASAI ruled that Bud's 'Big Dream' ad infringed its regulations as it linked the alcohol brand with an identifiable hero of the young.

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Business journalists interested in making submissions for the 11th annual Business Journalist Awards have until next Wednesday to enter. Organised by the UCD Michael Smurfit Graduate Business School, in association with the Business Journalist Association of Ireland (BJAI) and Open Eir, the awards recognise excellence in Irish business journalism. Broadcast, print and online business journalists may submit entries online. Submissions can be made by nominees themselves or on behalf of journalists by editors or peers. Winners will be honoured at an awards lunch on December 4 and will receive €1,000.

The seven business categories are news story of the year; economic commentator/business analyst of the year; specialist business reporter; business interview; upcoming journalist; technology reporter and business feature of the year.

The judges can also recognise a major contribution with an outstanding achievement award. The award is distinct in that the judges choose a journalist who, throughout their career, improved public understanding of business and inspired others. Last year, the award went to Irish Independent personal finance editor Charlie Weston.

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A major new campaign letting the nation know that 'Meteor is now Eir' gets underway tomorrow. Rolled out by Rothco and Vizeum, it starts at 8.20am with two-minute ads across national and local radio, including Newstalk, Today FM, 2fm, 98FM, Spin 1038, iRadio and Beat. 'Love/Hate' actor Aaron Heffernan swaps his Meteor role for the Eir takeover, along with the brand's latest frontman, comedian Chris Greene. The script is playful, while informing everyone about Eir's new offers. Outside of the radio spots, there's TV, out of home (OOH), digital and social media activity.

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Comedian and Today FM presenter Al Porter provided some wisecracks as he MC'd TV3's new season in the National Concert Hall. Porter can thank his morning rival at Newstalk Pat Kenny for giving his new TV3 show a useful plug. Speaking from the couch during a fireside chat, Kenny insisted that 'Blind Date' creates current affairs, while he just reports them. Also in attendance was Lucy Kennedy, who will host the new 'Ireland's Got Talent' show.

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Shannon Airport has signed up with Munster Rugby partner in an undisclosed three-year sponsorship deal. The airport has hosted a number of Munster homecomings, not least the club's 2006 and 2008 European Champions Cup wins in Cardiff.

The deal sees the Shannon logo appear on players' shorts.

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KBC Bank has appointed London-based 18 Feet & Rising as its lead creative agency after a four-way pitch. KBC's customer, brand and marketing director Aidan Power said the firm will shape the bank's consumer message as it challenges the market through its digital-first strategy. Boys and Girls, the UK's 101 and the incumbent, KesselsKramer also pitched. Mediaworks handles KBC's planning and buying.

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With the kids back at school, breakfast cereal marketers are busy getting ad messages out there. Nestle and its partner General Mills is hoping its current marketing push for Shreddies will resonate with consumers. The wheat-based cereal has had a makeover with new-look packs. The brand's latest ad hook is 'Shreddie or not?'

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

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