TU Dublin Masters in Advertising Graduates win at The All Ireland Marketing Awards 2019

7 June 2019

The All Ireland Marketing Awards programme, organised by The Marketing Institute of Ireland, is the nation's premier means of recognising the success of Irish marketing professionals and acknowledging their major contribution to the ongoing process of strengthening the economy of Ireland.

Jennifer English, Global Marketing Director for Baileys at Diageo collected the 'International Marketing Award' with the Baileys Global Team for implementing an international marketing strategy to transform Baileys, demonstrating how a radical reframing of brand, media and creative strategy can trigger consumption. Baileys was reframed as a real adult treat, and the media strategy was redefined to deliver billions of triggers to consumption, with the creative platform driving product versatility at moments where consumers were open to treating. Return on investment grew, smashing benchmarks. Baileys re-positioning in treating continues to create new growth horizons and new innovation opportunities. Baileys has been revitalised, and the brand has flipped ten years of consistent decline into four years of consecutive growth.  The award follows an IPA Effectiveness silver last November, the world’s premier award recognising marketing effectiveness.

Jennifer said “We are thrilled with this recognition.  A small Dublin team has worked with teams in markets all over the world to deliver a turnaround in Baileys performance that has a real impact on the Irish economy.  Advertising played a huge part in this turnaround posting some of the best advertising ROIs ever published.  The Advertising Masters formed the foundation of my work today as a Marketing Director.”

Mark Brennan, Head Of Marketing at AIB brought home the 'Digital Marketing Campaign Award' on  behalf of AIB. AIB Personal Credit faced into last year with significant headwinds including a sizeable increase in loan sales targets coupled with a flat marketing budget. The budget had to work much harder to drive loan sales whilst still building brand equity. With over 60% of personal loan applications delivered through online channels, the marketing team took its ‘Backing Doing’ campaign out of its comfort zone of traditional channels to engage a targeted online audience. As part of this strategy, a first for an AIB product, the #backingdoing series was created, featuring soccer star Kevin Kilbane. The series surpassed all targets, helping drive loan sales far above target and lifting positive sentiment towards the brand.

The Masters in Advertising at TU Dublin is renowned for setting many of the Irish Advertising industry’s most decorated players off on the path to greatness. With the next batch of promising young talent commencing in September 2019, you can be among them- find out more about the programme- creative stream and executive stream


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