April 8, 2016

A team representing ZenithOptimedia has won the NewsBrands Ireland press planning competition held at the Lir Academy yesterday.

Teams of young media planners (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:  Dave Smyth, managing director Ogilvy, Ruth Payne, media director Javelin and Dara McMahon, director 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 Dan Aherne, Michael Rekab, Eimear Dalton, Ríona Murray and Graham Clarke from ZenithOptimedia.  With a budget of 500k, the team devised a plan for the fictitious airline Fly Global, “an established airline seeking to grow the number of premium seats sold on business flights whilst maintaining their dominant position in the leisure flight market.”

Commenting on the team’s plan and presentation, Ruth Payne, chairman of the judging panel said:

“ZenithOptimedia’s presentation was delivered in an entertaining, professional and, very accessible way.  The team showed a great depth of understanding and interpretation of the brief and their response addressed all of the challenges put to them.

Using a creative approach, the team laid out a clever and innovative strategy that used titles perfectly suited to their target audience from across the media landscape as well as a number of interesting media firsts that seamlessly integrated print and online formats.

The judges were very impressed with how Zenith embodied the spirit of the competition and utilised all our extensive press and online market has to offer.”  

Teams from Starcom, Mediavest, Mediacom, MEC, Carat, Vizeum, PHD and OMD also took part in the annual competition.