Carat Ireland wins NewsBrands Ireland 2017 Power of Press (POP) Media Planning competition

Pictured are the winning team of NewBrands Ireland's 2017 Power of Press media planning campetition, Haylee Rowan, DAN trading team, Conor McCooey, Carat Ireland and Laura Murphy of Vizeum. The team was made of agencies representing Dentsu Ageis Network (DAN) Ireland. Picture Andres Poveda

Wednesday, 14 June 2017. A team from Carat Ireland has won the annual NewsBrands Ireland press planning competition which was held in Dublin’s Filmbase yesterday.

14 teams of young media planners (with three years’ experience or less) from Ireland’s leading agencies participated in the competition to devise strategies designed to showcase the range and effectiveness of the various print and online platforms that make up NewsBrands Ireland.

Teams had just a few short hours to prepare their strategies and plans whilst representatives from the various NewsBrands Ireland advertising departments were on hand to provide information about their products and answer questions.

Each team was then given just five minutes to present to the judges:  Ruth Payne, media director Javelin, Owen Gildea, Director, Owens DDB and Ann Marie Lenihan, CEO NewsBrands Ireland.

The teams were judged on the basis of five criteria: Interpretation of the Brief; Strategic Thinking; Best Use of the Medium; Use of Budget; and Presentation Skills.

The winning strategy was devised by Haylee Rowan, Laura Murphy, and Conor McCooey from Carat Ireland.  With a budget of €500k, the team devised a plan for the fictitious NGO, Clean Water Charity. The creative brief outlined the charity’s struggle to capture the imagination of younger generations and its recent decline in collections and volunteers. The core objectives of the brief were to increase awareness for their collections amongst all adults and to gain a new affinity with the younger demographic of 18-30.

Carat’s winning team brilliantly answered the brief with a clever campaign which encompassed achieving mass awareness by leveraging key print partners and their audiences. Multimedia native partnerships with key titles set out to educate and inspire the younger demographic through events, sponsorships and digital interaction.

Commenting on the winning team’s plan and presentation, Ruth Payne, Director of Javelin Media Agency and Chair of the judging panel, said “Carat demonstrated a great understanding and interpretation of the brief and presented really clever and innovative ideas which clearly met the campaign objectives. The judging panel were impressed by the team’s use of multimedia native partnerships, paper takeovers, print inserts and quirky event partnerships with a range of well selected news titles.

Newsbrands Ireland’s annual Power of Press competition is an essential education tool for our young media planners, who are the future of the industry. Newspapers in print and digital offer an immensely powerful proposition for advertisers and the POP initiative showcases and promotes the unique strengths of newsbrands and how planners and marketers can use them to their full potential.”

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For further details, please contact:

Lisa Buckley, Communications & Marketing Manager, Newsbrands Ireland.

lbuckley@newsbrands.ie 087 7779259