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Television passes advert screen test

For ads to work best, Irish marketers need both short-term and long-term strategies. But short-termism undermines effectiveness, because while it boosts return on investment it limits profit growth. Emotional campaigns and media drive long-term effectiveness and mass marketing still rules with scalability essential for growth.

So says British marketing expert and former agency planner Peter Field, who was in Dublin to address a Marketing Society seminar in recruitment group Indeed's offices. Field says that it takes time to build a brand - it can't be done overnight. Excitement in recent years around sales activation is something which should be treated with caution.

Specsavers conducted a long-term effectiveness study on its ads - a litany of humorous takes on people's poor vision. They found that once marketers can make consumers like the brand, the rest follows in its wake and they see it as the brand of choice. It says nothing and everything about Specsavers at the same time.

As brands migrate online, it becomes even more apparent how emotional media campaigns build stronger brands, purely on the basis that they are more memorable. When marketers start to build brands, emotion and fame are what stands out. Field says it's very tricky trying to build brands on social media. Marketers simply don't know how to use it properly.

Field referred to a quote by Australian marketing commentator Mark Ritson who said social media is aptly named - most people use it to connect with other people, not companies or brands. TV is best for growing a brand. Combining TV and online video is the best choice for mass marketers, but if a brand owner must choose between the two, TV gets the nod.

Studies by the UK's IPA agency body shows that adding TV to a campaign increases effectiveness by 40pc. It drives profit, with a 2.6pc annual average market share point gained. "He who walks away from TV but who can afford TV is a fool," Field insists. 

Q As energy prices are set to rise by up to 12pc, Electric Ireland and its sister company ESB Networks are reviewing their ad account, currently handled by TBWA\Dublin. Head of marketing Lisa Browne and her Electric Ireland colleagues have their work cut out drawing up a shortlist which avoids agency conflicts. For instance, Publicis handles Bord Gáis Energy, Boys + Girls has Energia and BBDO Dublin works with Calor. JWT Folk, the agency formed following the merger of DDFH&B and McConnells, has handled projects for Flogas. Ogilvy and Rothco are among the agencies which could present. Either way, pitch doctor Agency Assessments is assisting Electric Ireland with the process and will also help appoint a branding agency.

Q Griffith College has hired two high-profile social influencers for a new video series targeted at young executives. Known as LifeHacks, the videos see 'Sunday Independent' wellness columnist Alison Canavan and fitness guru Pat Divilly offer advice on work-life balance, goal setting and personal development.

Steven Roberts, head of marketing at Griffith College, says applicants for courses live busy lives. The LifeHacks videos aim to help by providing handy tips on how to maximise work, study and free time. The six videos are being seeded out on the college's social media channels.

Q Britain's most popular Irishman, Graham Norton, is undoubtedly TV's host with the most. Not only does the man from Bandon get all the A-listers to sip wine with him amid lively chats on the BBC, but off-camera he has his own branded wines to sell. Not surprisingly, Norton's latest addition to his range of wines is a prosecco made from Glera grapes grown in the Veneto and Friuli Venezia Giulia regions in northern Italy. Tesco stocks it, priced at €17.99.

Q After securing the rights to David Bowie's 'Heroes' track last year, Woodie's got the green light from the Foo Fighters to use 'My Hero'. Irish group Wild Youth and the Woodie's choir banded together. This year's four Hero charities are Temple Street, Down Syndrome Ireland, Make-a-Wish and the Jack & Jill Foundation. Funds will be sought through Woodie's DIY outlets until Friday, August 24.

Q Cogs & Marvel won best event management company and best event innovation at Ireland's Event Industry Awards. C&M's innovation gong was for Lidl's 'Full Shop' activation highlighting why consumers should do their weekly shop with the German discounter. The campaign ran at last year's Ploughing Championships, which attracted 291,500 attendees. Other C&M clients include AIB, Google, Facebook, HP and Twitter.

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Q And finally... Short-film makers are reminded that the entry deadline for this year's Sharks festival is Friday, August 31. Last year's winners included Alan Friel's 'Cake' and Blink's 'Absence of Eddy'. The category includes best animated short and best documentary and prizes for writing, acting, direction, cinematography and music. The Sharks runs in Kinsale, Co Cork from September 26-29.


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

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