June 16th Carat Ireland wins NewsBrands Ireland 2017 Power of Press (POP) Media Planning competition
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.”
For further details, please contact:
Lisa Buckley, Communications & Marketing Manager, Newsbrands Ireland.
firstname.lastname@example.org 087 7779259
May 30th Meet the Journalists
Four of our leading journalists spoke at our Meet the Journalists event on May 25th.
A packed Candle Bar in Kellys Hotel was entertained and enthralled in equal measures by hair-raising stories from Michael O’Toole, crime correspondent with the Irish Daily Star who, as a result of “shining a light on the dark side of Ireland,” has had his life threatened on more than one occasion. Michael spoke of the unique expertise of newspaper reporters who “get ahead of the curve” and who want to give a voice to those that may not otherwise be heard.
Brenda Power, columnist with the Irish Daily Mail and the Sunday Times, spoke about the “power, longevity and impact” of opinions in print and the shocking level of antipathy towards female opinion writers compared with their male counterparts. Expressing her views in her weekly columns has resulted in her being sued, questioned by Gardai and having her family threatened.
The business correspondent with the Sunday Business Post – Jack Horgan-Jones – gave an insight into the recent history of the Sunday Business Post, the level of influence the paper enjoys and he reminded us of the importance of independent journalism.
A former engineer, Mick Clifford, special investigations at Irish Examiner left a “real job” to become a journalist He spoke passionately about the role of newspapers in holding those in power to account and how one simple phone call from a friend lead him to his investigation into fire trap homes.
The overriding theme of the event was the importance of journalism. We learned of the lengths professional journalists will go to get the story and research and verify the information and how newspapers – print and online – provide the space needed to give balanced coverage.
Thanks to our four excellent speakers and all who came along to hear them on the night.
NewsBrands Ireland: POP Meet the Journalists