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Media & Marketing: Pembroke and Slattery set to merge


Niall Phelan, founder of McGargles and Emmet McCaughey board director at Acorn Marketing.

Niall Phelan, founder of McGargles and Emmet McCaughey board director at Acorn Marketing.

Niall Phelan, founder of McGargles and Emmet McCaughey board director at Acorn Marketing.

PEMROKE Communications and Slattery Communications have announced plans to merge, creating one of the largest communications agencies in the country. The new entity will be named PSG (Pembroke Slattery Group). It follows the completion of a management buyout at Pembroke, led by managing director Michael O'Keeffe, from media giant Publicis.

Mr O'Keeffe will become chief executive of the new organisation while Slattery's Padraig Slattery and Graeme Slattery will take on the roles of executive chairman and deputy chief executive respectively.

PSG will have 40 employees in four autonomous divisons: corporate communications, consumer and lifestyle PR, digital, and sports, and sponsorship services. The merger will be completed in October and both agencies will operate independently until then. Combined, they have a turnover in excess €5m. Pembroke's clients include Bord Gais Energy and hair salon chain Peter Mark while Slattery's include Meteor and HB ice-cream.

ADFX announces awards shortlist

IRELAND'S largest-ever tourism initiative, The Gathering, and the HSE's Think Contraception message are among a handful of major advertising campaigns that have just been shortlisted for the Institute of Advertising Practitioners in Ireland's ADFX awards. Billed as the final word on Ireland's best advertisements, they take place every two years.

Others shortlisted include the Electric Ireland Powering Kindness campaign and Liberty Insurance's prolific use of advertising alongside its entry into the Irish market, including sponsorship of GAA hurling and RTE's 'The Late Late Show'.

IAPI describes them as the most impactful and memorable campaigns to hit the market in the last two years.

Uniquely, the awards also place heavy emphasis on the partnership between ad agency and client – both must demonstrate the effectiveness of a campaign to win.

Craft brewing company McGargles also made the shortlist. Founder Niall Phelan explained why his business spends most of its budget on advertising: "We always knew it was going to be tough to launch a small Irish craft beer against global alcohol brands with a very small budget.

"But we knew the benefits of advertising.

"With our agency, Acorn, we developed a typical dysfunctional Irish family of beers with a great campaign of hand-drawn animated characters to represent each member of McGargles' family. We worked closely with Acorn to ensure customer engagement and return on investment. It's thanks to our advertising that less than a year later, we're stocked in all 32 counties; in supermarkets, restaurants and pubs."

Pictured are Niall Phelan, Founder of McGargles and Emmet McCaughey board director at Acorn Marketing.

Bord Gais tender for PR contract

THE media firestorm that has engulfed EiGrid over the past 12 months made one thing very clear – consumer-facing companies, particularly infrastructure providers, must be prepared for crisis situations. Bord Gais has just opened up a tender process for a major public relations contract which specifically sets out that part of the job is "to offset the negative impact of any potential PR crisis situations, including any arising out of gas network-related incidents".

The winning agency will also handle the building of Irish Water's brand.

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