Digital Times » Agency

eightytwenty/interactive lands global Grafton Employment account

Stephen — Thu, 26 Aug 2010 16:36:31 +0000

Dublin-based agency eightytwenty/interactive has won the global Grafton Employment Group account. “eightytwenty/interactive has been appointed as Grafton Employment Group’s partner for digital Strategy and development commencing with the development of a new online presence for the Grafton Employment Group across EMEA, Asia Pacific and South America,” said David O’Connor, partner, eightytwenty/interactive. Speaking about the decision, Caroline Kilbane, group brand manager for Grafton Recruitment said, “I chose eightytwenty/interactive due to their consulting and agency approach to delivering solutions for the group.They demonstrated an in-depth understanding of my challenges and the challenges of our clients.”
The agency has also launched RTÉ’s new GAA social TV app.

Get in the game – new experiential marketing tool from Aviva

Edward — Wed, 18 Aug 2010 09:39:43 +0000

Aviva announced their new 3D point of view marketing experience today. The technology was built and designed by v-Stream, a Dublin based digital agency. Basically you get to “experience” what a player feels in the build up to and during the warm up of a game in the Aviva Stadium. Following the rituals from changing room to running out onto the pitch and having a 3D interaction with a simulated Avivia stadium. It does sound pretty cool. A little gimmicky perhaps, but then all these type of initiatives are.

Importantly, it is a world first in terms of technical innovation in software to personalise stereoscopic 3D video. A couple of quotes from the main heads are below:

Niall O’Driscoll, creative director at vStream – ”This is a big step forward in experiential marketing in Ireland, with the 3D element playing a major part. 3D is very much the next big thing, and is a first for Ireland from a visual perspective. We spent a number of months researching the technology in the UK in order to bring these capabilities into the country, and we aim to produce a lot more content of this kind. We see the world in three dimensions, so in many ways the shift from 2D to 3D is as significant as the move from black and white to color.”

Andrew Jenkinson, technical director of vStream, notes that the technology that is used to make the experience personal to each viewer is a worlds first. “Personalised 2D video has been around for a few years, but creating 3D personalised video has never been done before, and it took many months of R&D to develop the software to create a truly immersive experience for the client. We already have interest from a number of international clients.”

The 3D stadium experience will go on tour around the country in the next while and should pop up at festivals and major events such as the Electric Picnic. It will also be housed in Aviva Stadium.

The mobile web’s first baby steps

Stephen — Mon, 09 Aug 2010 14:29:20 +0000

It has often been said that the future of media is mobile and the future of advertising will follow the media. However, the gestation period for the mobile web has been a slow and often painful experience. Now that it has been born with a smart phone in one hand and an iPad in the other, what kind of baby will it be?
Many media watchers agree that most people will consume the majority of their media through mobile handsets (and/or tablets) in the near future. Apple and Google certainly agree that this will be the case.
Google chief Eric Schmidt says the search giant is now taking a ‘mobile first’ approach to all aspects of its business.
Apple on the other hand is already firmly in the mobile present, and is in prime position to earn billions more as we move further and faster into the mobile web. The iPad is selling over 200,000 units a week and the iPhone has led the smart phone revolution. Hundreds of millions of people now use smart phones to do everything from paying bills to shopping and news gathering. ‘There just happens to be a ‘phone app’ on smart phones’, as someone rightly put it.
Apple is now on the verge of its next big leap into the endless possibilities of the mobile web. In September, users of apps for iPhones and iPads will see the first wave of iAds – advertisements that run inside apps.
Apple boss Steve Jobs has said iAds would bring in the revenue that would allow developers to continue producing “free and low-cost apps to delight users”. Apple has already sold millions of dollars worth of iAds to the likes of Unilever and Disney.
Apple has other assets that may appeal to marketers, keen to see how iAds may work. For years the company has been analysing the purchasing history of its 150 million plus iTunes account holders worldwide. Now with the iPhone 4 it is also able to collect anonymous, real-time location data on its users. Apple, therefore, will not require the assistance of advertising media agencies. It already is one.
Apple says it will pass on to app developers 60% of the revenue generated by iAds. 40% is a nice commission by anyone’s standards. Currently 15% commission goes to Irish media agencies for bringing in advertising for publishers.
If iAds are to succeed, Apple will need a steady stream of content (i.e. apps) that engage people and attract advertisers. The problem for traditional media owners and publishers is that the mobile web is misunderstood and often despised. However, it’s obvious that apps (either web or native) are leading the next phase of the media’s evolution.

Fergal O’Byrne joins IEDR board

Stephen — Wed, 04 Aug 2010 13:25:35 +0000

The IEDR has announced that Fergal O’Byrne will join the board of the .ie Domain Registry as a non-executive director with immediate effect. The .ie Domain Registry (IEDR) is responsible for the management and administration of Ireland’s official internet address dot.ie, in the interest of the Irish and global Internet communities. O’Byrne is currently CEO of Sonru, a position to which he was appointed in September 2009 following four years as CEO of the Irish Internet Association (IIA). He was part of the original team that helped set up eircom.net and was responsible for projects such as the Doras Directory. He is also founder of Interactive Return (formerly webBusters).
O’Byrne was recently chair of IGOpeople.com and has, or is sitting, on other boards including GiftsDirect.com, WINC, and CCD.ie. He is also Chairman of the Project Advisory Group for Fáilte Ireland’s eBusiness Support Initiative. He regularly mentors start-up and seed capital companies in Ireland and Denmark. He is the author of a number of technical books including – 10 Technologies Every Executive Should Know and Online Marketing & Search Engine Essentials. He holds an Honours Degree in Electronic Engineering from DIT, Kevin Street and is a member of the IIA, Marketing Institute of Ireland and Engineers Ireland.

First IAB Ireland report says online ad spend worth nearly €100 million

Stephen — Tue, 27 Jul 2010 12:10:08 +0000

The first IAB Ireland online ad spend study has been published. Online ad spend in Ireland was €97.2 million in 2009. The report was put together by IAB and PwC with a view to establishing how much Irish advertisers spent online in 2009.
The report suggests digital ad spend in Ireland is now 10% of the total ad spend (the total Irish 2009 ad spend suggested by PwC was €940 million). This means digital advertising is now worth more than outdoor, consumer magazines, and cinema.
“Online’s strong performance in this, our benchmark study, provides great confidence for the future growth of our medium,” says Suzanne McElligott, chief executive IAB Ireland (pictured).
As a bench mark study, the report only looks at three key digital media formats: search (which accounts for 46.2%), classified (27.2%) and display (26.6%).
“We estimate that our study accounts for 90% of online ad spend,” says McElligott, “At least 90% if not 95%,” confirmed Bartley O’Connor, consultant with PwC (pictured left).
29 of Ireland’s leading online publishers participated in the study, including – Boards.ie, Donedeal.ie, entertainment.ie, Google, Independent Digital, Microsoft Advertising, MyHome.ie, The Irish Times, Ticketmaster Ireland, eircom, Daft Media, RTE, TCH, Ireland.com, and Yahoo!
Sales houses and ad networks also participated and all data was provided to PwC on a confidential basis. Google did not reveal its earnings from Irish advertisers. Instead PwC, “created an independent estimate of Google’s revenue from Irish advertisers, by extrapolating from spend data provided directly by a representative sample of Google clients”.
As search accounts for 46% of online ad spend one may assume that the bulk of this (say 40%) is spent with Google. Therefore, it is a fair estimate to suggest approximately €38 million is spent by Irish advertisers with Google each year.
75% of the study’s participants predict growth or strong growth for online ad spend in 2010.

38 days, 18 European cities and 10,000 km later

Stephen — Wed, 14 Jul 2010 11:14:58 +0000

For all you petrol heads out there (here at DT we are car crazy) this is the latest big advertising idea from Honda. Earlier this year Honda and its ad agency Grey London invited people to submit their ideas for their dream journey across Europe. The 13 best ideas were then made into a film to promote the hybrid CR-Z car. The film, entitled Live Every Litre, will debut on July 21. Above is the trailer.

H+A strengthens its media training service

Edward — Fri, 02 Jul 2010 13:06:14 +0000

H+A Marketing + PR has teamed up with media coach and entrepreneur Gavin Duffy to enhance its media training offering. Duffy will provide tailored media training sessions for the company’s client base in Munster, along with potential new clients nationwide. Aideen McGrath, director H+A Marketing + PR says, “In the last six months we’ve seen a huge increase in demand for effective media training from local businesses, and the opportunities for a strategic regional alliance quickly became obvious.”
Gavin Duffy added, “Dealing with the media can be hugely intimidating. Our media training course will give clients the confidence to handle media queries and interviews.”
Clients can choose from a half-day session or a full day session for up to five members of a company. H+A also provides one-on-one media training sessions.

Cork-based agency sees a return to growth

Stephen — Wed, 09 Jun 2010 14:33:21 +0000

H+A Marketing + PR, the biggest integrated communications agency outside of Dublin, has announced it has strengthened its Board of Directors as the company prepares for a new growth phase. Aideen McGrath has been appointed as director of consumer and business-to-business PR, and will help in the company’s three-year programme for growth.
The agecny has won several new clients in the past six months, securing over €500,000 in new business, including golf resort and estate Quinta do Lago in the Algarve, Dromoland Collection’s portfolio of five star hotels, medical recruitment firm TTM and Munster and Irish rugby star, Ronan O’Gara. Brian Healy, MD says: “Business has certainly turned the corner – we’re seeing a positive growth and renewed appetite among clients to invest in marketing and PR which is very encouraging.”
H+A Marketing + PR was founded in 1999 as a design and advertising agency. It acquired O’Sullivan PR in 2007. More than 50% of the agency’s client business is generated outside of Cork, with a growing base of international clients. Pictured is the new Board (l-r): Brian Healy, managing director, Ann-Marie O’Sullivan, director of strategic development, Aideen McGrath, newly appointed board director in charge of consumer and b2b PR and Pat Kierans, director.

MIXX Awards Europe – Baby Elephant wins

Stephen — Fri, 04 Jun 2010 13:14:14 +0000

IAB Europe celebrated the best interactive marketing campaigns last night in a packed ceremony on the beach in Barcelona. The first ever MIXX Awards Europe was the closing finale of IAB’s Interact Congress. The Belgian agency Boondoggle won two of the four awards; the Best Brand Awareness award with the Banner Concerts campaign for Dexia Bank, and Best Brand/Product Launch award with the Baby Elephant campaign for the Antwerp Zoo. The Best Online Brand Reputation Award went to The Netherlands for the Ikea DYOL Platform by Lemz. And finally, the Spanish agency Herraiz Soto won the Best Brand Destination Site Award for Labuat.

Ogilvy Ireland launches Neo

Stephen — Wed, 26 May 2010 15:30:32 +0000

Ogilvy Ireland has launched Neo, an enhanced digital service within the group providing “comprehensive digital solutions”. The Neo model combines creative, digital technology and media as one service.
“The launch of Neo is the next phase in our digital offering. Neo doesn’t conform to silos, but brings brand awareness, digital media and analytics data together to deliver a single customer experience when interacting with a brand,” said Dave Smyth, managing director, Ogilvy One.
Claire Carroll, digital media strategist, Neo said, “In today’s era of media fragmentation there needs to be one diverse team under one roof who can interpret the brief and know what elements of the digital toolkit need to be employed. Some brands have their digital media and creative in separate agencies, which won’t deliver on performance and the understanding of the data in terms of what insights are being derived, what’s being measured and why. That is what informs long term planning, especially in a frenetic space like online.”
Sharon Murphy, head of consumer PR, WHPR added, “Digital has become a way of life. For us, it’s second nature and is integral to our work.”
Pictured are (l-r), Dave Smyth, managing director, Ogilvy One, Suzanne Delaney, director, Ogilvy One, Claire Carroll, digital strategist, Neo.