NewsBrands Ireland showcase the strength of news brand advertising at breakfast conference and annual Power of Planning competition
NewsBrands Ireland hosted a breakfast conference and their annual Power of Planning competition this week (22 October) to provide media planners with a complete overview of the growing news brands media landscape.
Speaking at the breakfast conference were Vincent Crowley, Chairman of NewsBrands Ireland, Peter McPartlin, Media Expert and Chair of the Power of Planning judging panel, Denise Turner, Insight Director with NewsWorks UK, Áine Smyth, Brand Manager, Audi Ireland, and Mitchell O’ Gorman, MD of Kantar Media.
In her presentation, Denise Turner dispelled the myths of the news industry and presented other insights including the importance of placing ads in a quality digital environment. She also challenged the notion that being in a hard news environment (crime, politics, terrorism) is damaging to advertiser brands, showing that it has no negative impact on advertising response.
Denise also underlined the ability of both print and digital news brands to drive widespread business effects as part of a multi-media campaign, referencing research NewsWorks have recently carried out with the renowned effectiveness expert Peter Field using data from the IPA Databank.
Mitchell O’ Gorman used the latest TGI data to demonstrate the reach of news brands and the quality of the audience they deliver, showing that:
News brands print and digital content now reaches a total of 74% of the Irish population
Heavy media consumers are more likely to pay more attention to print adverts over all other types of adverts
In her presentation, Áine showed how Audi Ireland have been using print and digital news brands to great effect to stand out from the clutter of car advertising, and how they’ve created bespoke content for news brands. For Audi Ireland, news brands offer the opportunity to deliver on both brand and tactical objectives.
Presentations can be viewed here https://newsbrandsireland.ie/news-brands-advertising/
Spark Foundry wins POP Planning Team of the Year 2019
The NewsBrands event also saw the 5th annual Power of Planning competition. A team of junior planners from Spark Foundry were the overall winners with the winning strategy being devised by Francois Vieu, Rachel McCloskey, Shauna Barry, and Victoria Price.
The Mindshare team were highly commended by the judges and awarded a runner- up prize.
The competition saw teams of young media planners from 13 of Ireland’s leading agencies participate in the day long event to devise strategies to showcase the range and effectiveness of the various print and online platforms that make up NewsBrands Ireland.
Teams were each given a creative brief and had the day to prepare their strategies and plans, with representatives from the various NewsBrands Ireland advertising departments on hand to provide information about their products and answer questions.
At the end of the day, each team was then given five minutes to present to the judges: Peter McPartlin, Mitchell O’ Gorman, Kantar Media, and Denise Turner, NewsWorks UK.
The teams were judged on the basis of five criteria: Interpretation of the Brief; Strategic Thinking; Creative Use of the Medium; Use of Budget; and Overall Presentation .
With a budget of €500k, the Spark Foundry team devised a plan for the fictitious fashion brand, Court Your Hot, which used a clever combination of print and digital news brands, featuring native content, clever press formats, podcasts, and video.
Peter McPartlin, Chairman of the judging panel, congratulated the team from Spark Foundry on a clever campaign and noted that:
“The standard of performance by the 13 agency teams involved in the Power of Planning event was the highest we’ve seen to date. It is really encouraging to see a new generation of media people embracing the range of different opportunities that news publishers now provide. “
“The Spark team won based on their clear strategic thinking and then linking that to some great ideas to bring the brand platform alive.”
For further information:
Lisa Buckley – 087 7779259