As part of our regular series of interviews with media and marketing professionals, this month we chat with Fiona Field, Managing Director of OMD Ireland.

What first drew you to the advertising industry?

I was always fascinated by the media industry and growing up in a family business (The Southern Star) I loved to call into the office after school and especially on printing day to experience the roar of the printing press and the smell of the ink.  Ironically, it was a press classified notice that drew me to the industry upon seeing an advert for the Post-Graduate Diploma in Advertising in the Dublin Institute of Technology. From there I never looked back.

Favourite aspect of your role?

That moment when success happens for one of our campaigns. Collaborating with media owners and clients to deliver innovative work in a fast-paced and changing environment is hugely rewarding. I am very fortunate to work with some exceptionally talented people and each with very diverse skillsets to cater for the evolving needs of clients across data, digital and the many facets of the industry today.

Tell us about a campaign or brand that’s inspiring you?

The Nike Dream Crazy campaign featuring Colin Kaepernick still stands out for its bravery. Kaepernick helped launch a movement to take the knee during the national anthem before NFL games to protest against racial inequality and police brutality.  Nike’s campaign which featured the former NFL quarterback with the slogan “Believe in something. Even if it means sacrificing everything” earned the ire of Donald Trump at the time and the rest is history.  In Ireland, I think the advertising industry should be collectively proud of the role that communications have played in keeping the country informed throughout the pandemic.

Favourite way to advertise on newsbrands platforms

Great question. A real benefit for our clients is the unique and trusted relationship that consumers have with their favourite newsbrand. Media partnerships are a great way to bring an advertising campaign to life, especially tapping into the various specialist subjects beyond news media that each brand offers like motoring, farming, sustainability or sports. In today’s media landscape the opportunities have extended far beyond a quarter page ad to audio, video, social and events. Aligning the values of both the newsbrand and the product is where the magic can really happen.

What’s the first section of the newspaper/news website you turn to?

It depends on the time of day and the day of week. I catch up on news either late at night or at the weekend from business to entertainment and everything in between and I enjoy various writers and their point of view on both domestic and international topics. While I have subscribed to a host of newsbrands, I still enjoy the printed word in a different way and appreciate both the editorial and designs skills that goes into the printed edition. In print the story finds the person, which is a unique selling point of a leisurely Sunday read.