Friday 24 November 2017

Where you can earn €200k in marketing

Former Cawley Nea\TBWA boss Brian Swords
Former Cawley Nea\TBWA boss Brian Swords

If you want to be a top earner in marketing, the best-paid jobs are with telcos, as an agency strategic planning director or as a marketing boss in utilities and energy. A joint survey by the Marketing Institute and jobs agency Alternatives shows that a marketing director with a mobile phone company can earn between €120k and €180k a year, while a planning role in an agency may yield a salary of up to €200k.

A top marketer in utilities and energy can earn €150k. Bonuses are back, with the report saying that 3pc of those polled got a €100k bonus, while 29pc were on an extra €29k. Mobile phones and a contributory pension are other perks. More healthcare and car allowances are being handed out than a year ago, while 17pc of marketers earn share options.

Just over half of the 1,100 marketers interviewed had a salary increase of up to 5pc in the last year, while 37pc reported no hikes, proof that some businesses are still controlling costs. Aside from the money they earn, marketers are motivated by job roles they see as being meaningful, flexible, allow career progression and opportunities. One in three respondents mentioned having a great boss as a plus. Digital continues to evolve in marketing with head of digital and a chief digital officer on a salary of between €80k and €140k.

Marketing takes responsibility for digital, business strategy and customer experience. Almost half of respondents plan to allocate up to one-fifth of budgets to digital in the next year.

Alternatives managing director Charley Stoney sees the emergence of a "two-year itch", where marketers who up to now were staying in jobs because of economic uncertainty are now in the market for new challenges. This year is a watershed in that digital now commands most spend with a 71pc rating compared to traditional media's 41pc.

Events come third on 31pc, followed by direct mail, email and PR. For the second year running, the report says customer sentiment is holding firm and 69pc expect things to further improve. Key to growth in marketing in the coming year is digital strategy, brand strategy, strategic planning, data analytics and consumer insight.

As regards marketing spend, 42pc of respondents have bigger budgets, the average being 20pc more than last year. Just one in 10 marketers report having less to spend this year. In terms of numbers, 38pc control budgets of between €500k-€10m, with 11pc managing spends of €10m or more.

Q IPC Digital Media chief executive Frank Cronin is no stranger to media, having held similar roles at Newstalk, Setanta Sports and the Sunday Tribune. The Cork chartered accountant's current involvement at IPC is rolling out the iHubbs outdoor ads on the sides of the Big Belly Solar bins in south county Dublin.

The black bins use solar energy to compact litter and are fitted with gadgets which alert the local Dun Laoghaire-Rathdown County Council (DLRCC) when they should be emptied. IPC has a contract for 397 sites, with radio station Sunshine 106.8 signed up as the network's first advertiser.

IPC plans to extend iHubbs to Dublin city and regional cities. The aim is to have 2,000 sites in place in two years' time, with digital screens located in higher populated areas. Frank Cronin is pictured above with Insomnia chairman Bobby Kerr.

* Shoppers usually stick with the one supermarket when doing the main weekly family shop for groceries. But when kids go back to school, the trend favours Dunnes Stores, shopper voucher redemption agency Reep Rewards reports. The major issue driving custom to Dunnes was the demand for school uniforms, a survey of 1,600 family shoppers shows.

On a normal week, families are largely drawn to a supermarket for three reasons - price, store loyalty and vouchers. For back to school, consumers are mainly prompted by value, better uniforms and the choice of lunch box fillers. Reep Rewards' marketing boss Paul Guy says Dunnes, Tesco and Lidl rate highly for lunchbox fillers.

Retailers rely on newspaper ads, digital offers and vouchers/coupons to lure consumers. Etain Seymour, pictured bottom, has joined Reep Rewards as commercial director. Highly regarded for her retail data and media knowledge, she previously held senior roles at Dunnhumby, which operates Tesco Clubcard, and Nielsen.

* Former Cawley Nea\TBWA boss Brian Swords, pictured top, has returned to Europe from China to take up a new European role with the agency's network based in London. Elsewhere in adland, Gerry Kennedy has joined the creative team at Bloom. His campaign credits at McConnells included Smithwick's and Kellogg.

* Still with the cereal giant, Gráinne O'Brien, who led the Kellogg account at Murray for eight years, has joined the company's European HQ in Swords as external communications and brand PR manager. PSG Plus senior account manager Natalie Tennyson is moving to London to join top five agency Bell Pottinger.

Michael Cullen is editor of

Indo Business

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