This month we welcome Lorraine Kinsella , Chief Trading & Investment Officer from Dentsu Ireland, to share here thoughts on all things news brands.

First section you read: Breaking news, Politics, Business, Lifestyle, or another favourite?
I usually start with Breaking News and Business. They give me a quick sense of what’s shaping the day – economically, politically and culturally – which is essential context when you’re in the business of advising brands that need to respond quickly but thoughtfully to a fast‑moving environment.

What role do trusted news environments play in your brand’s overall marketing strategy?
Trusted news environments play a critical role. They offer credibility, context and brand safety at a time when trust is increasingly hard won. For advertisers, appearing alongside high‑quality journalism doesn’t just protect brand reputation – it actively enhances it. These environments help brands show up in moments that matter, with confidence that their messages are being seen in a responsible and authoritative setting.

In your view, what’s one thing news publishers do better than other platforms for advertisers?
News publishers excel at engagement with intent. Audiences come to news brands actively seeking information and understanding, which creates a more attentive and receptive mindset for advertisers. That combination of attention, trust and context is incredibly powerful – and difficult to replicate elsewhere.

Looking ahead, what’s next for your brand?
Looking ahead, the focus is on continued evolution across media — investing in talent, technology and partnerships that help brands navigate increasing complexity. The opportunity lies in smarter integration across channels, more meaningful use of data, and a continued commitment to responsible, effective advertising. Ultimately, it’s about helping brands grow in ways that are commercially strong and culturally relevant.

See More at https://www.dentsu.com/ie/en