We use cookies to improve your experience on this website. Read More Allow Cookies

2017 Awards Finalists

Marketing Team of the Year Award

AIB
Electric Ireland
Littlewoods Ireland
SuperValu
Tourism Ireland

Sponsored by

AIB

represented by Tom Kinsella

The AIB brand was toxic after the crash. But some believed that AIB should and could be turned around, and a Strategic Marketing function was established to be the catalyst for full-scale cultural transformation. AIB’s first CMO now leads a team of 120 professional marketers who together own the Customer Strategy and Design, a first for any bank in Europe. With a range of bold high-profile initiatives underway, €4.6Bn returned to the state to date, a return to profitability, an uplift in NPS, and the highest brand equity score in the sector, marketing has proved its power and earned its place at the executive leadership table in AIB.
Winner
Electric Ireland

represented by Lisa Browne

Electric Ireland is the market leader in the Irish energy market. As a service brand, its success is dependent on delivering optimum customer experiences. Whilst utilities can be a low interest category, the expertise of the enhanced, re-organised and talented Electric Ireland marketing team has clearly delivered a successful outcome for the business in an intensely competitive marketplace. Electric Ireland has become the best known energy brand, With an all- time high score for brand trust, increased customer satisfaction, reduced churn rates, and a successful association with Team Ireland and the Power Within campaign, among others, marketing is walking tall.
Finalist
Littlewoods Ireland

represented by Rossa Butler

Rossa Butler As a small but high performing marketing team, the main challenge that the Littlewoods have faced has been responding at speed to its customers evolving needs, behaviours and expectations whilst driving the businesses top line growth in an agile and effective way. With an emphasis on team organisation, accountability, idea generation and sharing and open and transparent communication, the marketing team have step changed their journey from catalogues to mobile and delivered exceptional results, far outpacing the market’s growth rates and consolidating their position in the market as Ireland’s largest and most successful online retailer.
Finalist
SuperValu

represented by Lorraine Duffy

SuperValu started 2016 as the no. 1 supermarket retailer in Ireland, but this was under threat from both discounters and renewed energy from competitors. The marketing team’s response was to continue building on the heritage of good food while also creating a deeper connection with shoppers. Two programmes emerged as top priority, the complete re-design of the customer store experience and a new communications approach designed to spark a social movement around cooking from scratch. This required the marketing team to perform to a high level, and 2016 ended with phenomenal results for the business, brand and team, exceeding all expectations.
Finalist
Tourism Ireland

represented by Peter Nash

Having overseen a strong recovery in visitors to Ireland following the recession, Tourism Ireland then faced budget cuts and an increasingly competitive vacation market. The marketing team responded by creating a new brand architecture which was developed and deployed collaboratively with sister agencies. With an aligned global strategy, the 150 strong team was repurposed to espouse the values of ‘curiosity, creativity and collaboration’ and focus on best prospects in target markets. Moving from ‘Tourism Brand Ireland’ to ‘Destination Brand Ireland’ resulted in enhanced consumercentricity and led to a record breaking performance for tourism in Ireland.
Finalist