The transition to a low cost business model has had major implications for international marketing at Aer Lingus. Never before has there been such pressure to deliver effective, efficient marketing that delivers to the bottom line for the organisation. Despite direct competition from formidable European low cost airlines, Aer Lingus has significantly grown its international business through significant product expansion and greater penetration of existing markets. The resulting success has enabled the airline to grow at the rapid pace required, ensuring long-term survival of the airline. Unprecedented success with changes to distribution strategy has also delivered immense cost savings resulting in the profitable airline that Aer Lingus is today.

AFA Advertising was founded in 1961 and Des O'Meara and Partners in 1973. AFA O'Meara Advertising is today a major full service agency offering a complete range of advertising/marketing, media, PR and promotional services under one roof. Its primary mission is to provide strong results-oriented advertising for clients, and the 50-strong staff thrive on challenges, especially relishing major branding or sales problems. The agency is based in new purpose-designed premises in central Dublin, and its executive directors are all experienced professionals. The agency's entry in this award category is based on its highly successful project in the United States in conjunction with FAS, aimed at sourcing skilled workers for the Irish economy.

From its origins in 1985 in Australia, Minelab has aspired to become the world leader in metal sensing technology. Minelab's early competitive advantage was created through the development of ground breaking metal sensing technologies for consumer and de-mining projects around the world. Minelab set up in Ireland in 1998 and today employs 43 enthusiastic and customer-focused employees in Bandon, County Cork. The Irish operation from the outset has had tremendous success in driving the marketing, sales and distribution of its products to developing consumer markets in EMEA countries. It has had particular success in Eastern Europe, especially Russia, and the company now dominates its sector in that market.