Finalists announced in NewsBrands Ireland ‘Power of Planning’ competition

Essence MediaCom, Havas, PHD, & Mindshare all chosen by the judging panel for their impactful media plans

30th May 2023. Twenty-one teams of media planners from Ireland’s top media agencies were challenged to create a media plan using print and online news media platforms in the annual NewsBrands Ireland competition which took place in the Morrison Hotel today.

The fictitious brief was to confront racism through a hard-hitting and engaging campaign which aimed to promote a fair, equal and inclusive society. The brief was to spark conversations around racism and drive traffic to a government campaign website where individuals and organisations could further engage with a range of anti-racism resources such as helplines, videos, and articles.

Each team was asked to choose three of the following audiences to target: 16-35 year olds; 25-44 year olds; Business Owners/HR Professionals/Workplace; 55+ year olds, the Sports Community; and Parents.

The judging panel, Christine Matthews, Kantar Media, Melissa Byrne, Sky Ireland, and Lisa Buckley, NewsBrands Ireland, judged the entries on the following criteria: Interpretation of the Brief, Stategic Thinking, Best Use of the Medium, Use of Budget, and Presentation.

Two teams from Essence MediaCom, and teams from PHD, Mindshare & Havas beat off stiff competition to be named the 5 finalists.

The finalists will all present to the judging panel tomorrow and the overall winner will be announced this Thursday.

As well as taking part in the competition today, the media planners had the opportunity to meet with commercial teams from Ireland’s leading national news publlishers which included DMG Media, Business Post Group, News Ireland, The Irish Times, Irish Examiner, Reach Ireland, and the Irish Farmers Journal.

The day started with the ‘Engage’ breakfast seminar which featured research, case studies and conversation about the power of print and online news media and the power of journalism.

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