Irish Examiner launches new brand campaign ‘Every Story Matters’

The Irish Examiner worked with Heritage and OMD to launch a new brand campaign to reinforce the Irish Examiner as the top source of news and sport for Munster adults.

The campaign is part of the Irish Examiner’s digital expansion, which was launched in March 2021, following significant investment in content, resources, technology and live event streaming services. The campaign is running across press, radio, TV, cinema, VOD, social, digital, digital audio, OOH and dOOH.

Click here to explore the campaign and read the stories that inspired it

According to Gráinne Dwyer, CEO of Heritage: “With so many ad campaigns out there in the news and publishing space focusing on brand values, we wanted to dig deeper and showcase the real DNA of the Irish Examiner writers, creating a tangible value proposition for why a reader should subscribe. “

“The campaign showcases a number of the Irish Examiner’s award-winning writers and their authentic voice of conscience, including Mick Clifford; Special Correspondent, Daniel McConnel; Political Editor, Clodagh Finn; Columnist, Edel Coffey; Columnist and Larry Ryan; Assistant Sports Editor, sharing stories that are going to make a real difference to people’s lives. This is what inspired the campaign.”

Andrew McNulty, Creative & Copywriter for the campaign, adds, “We wanted to express the sheer range of Irish Examiner stories, full of depth, insight and honesty, crafted with humanity and total respect for the reader. From emotional personal stories to tales of national Institutions, our diverse lives are reflected in these pages daily and told with a deep-seated respect for the reader. This campaign is made from those stories. And the people who created them. Many perspectives. One powerful voice. Irish Examiner, Every Story Matters”

“We wanted to create a fresh and exciting visual creative for this campaign, leaning on the real thoughts, words and speech from each of the writers featured, we wanted to retain the legacy of the Irish Examiner brand – projecting real award winning stories as we as readers are familiar with in print, and throughout the campaign the pages align to form a stacked digital edition of the Irish Examiner, bridging the gap between print and digital content. Bespoke animations were created to form parts of the stories the writers are expressing bringing the viewer along on the journey” Gráinne Dwyer, adds.

Affirming the Irish Examiner’s presence in Munster, OMD stated, “With the increase in population in Cork and Munster, the Irish Examiner’s potential audience is larger and more diverse than ever. Our exciting Autumn campaign will place our family of talented writers at the heart of Munster homes and neighbourhoods.  We have chosen premium media placements on national stations with the Late Late Show and Radio 1.  We’ll have a presence on the big screen in Munster Cinemas.  We will embrace local messaging on Munster Radio Stations and large-scale Out of Home media.  Finally, we’ll connect on a personal level, with targeted Spotify Ads, Munster Sky AdSmart as well as the RTÉ Player.”

Irish Examiner Editor, Tom Fitzpatrick, said the campaign was an important step for the publication. “For over 180 years the Irish Examiner has brought its readers the news, holding power to account and setting the agenda as a vital part of our community. As more readers come to us for that content online, we have spent the last 18 months redesigning and launching a new website and apps, as well as investing in digital journalism. The launch of digital subscriptions was an important next step in our growth, recognising the value placed on trusted journalism and the work of our brilliant staff,” he said.


Marketing Director for the Irish Examiner: Karen O’Donoghue

Marketing Manager for the Irish Examiner: Lisa Coughlan

Producer: Emily Power

Director: Grainne Dwyer

Copywriter: Andrew McNulty

Art Director: John Martin 

Photography: Liam Murphy 

Photography Assistant: Mark McGuinness

Production Assistant: Billy Buckley

DOP: Ignas Laugalis

AC: Sarah Dillon

Camera Trainee: Faustine Dubourthoumieu

Sound: Alex O’Brien

MUA: Ailbhe Lynch & Cliona Campbell

Set Design: Jenny Owens

Gaffer: Eoghan Hand

Best Girl: Katie Smeraldo

Location: Kite Studios & Studio 14 

Animation & Graphics: Andrew Loughnane 

Projection: Lightscape

Photography Retouching: Lee Hickman

Editors: Ignas Laugalis & Matthew Butler 

Sound Design: Tom Joyce c/o Sound Canvas 

Composer: Rebekah Fitch 

Grade: Naveen Pa

Delivery: Matthew Butler

Radio production: Emily Power

Post Production: Gráinne Dwyer

Media Agency: OMD