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2018 Awards Finalists

Marketing Team of the Year Award

AIB
Mark Doyle
Just Eat Ireland
Edel Kinane
Littlewoods Ireland
Rossa Butler
One4all
Aoife Davey
PepsiCo Ireland
Rebecca Burke

Sponsored by

AIB

Mark Doyle

If culture eats strategy for breakfast and key to your strategy is to achieve the extraordinary, then strategy is dead before it has even started if the right culture is not in place. Some of the most extraordinary achievements are driven by culture; Nasa’s culture of curiosity, Dyson’s culture of design led improvement, Apple’s culture of creativity, Tesla’s culture of creating a better future. Bringing talented people together does not guarantee success unless they can work together in a culture that inspires them and motivates them to be better. Given the challenges AIB faced and the requirement to move from ‘good’ to ‘great’ to achieve the extraordinary, its approach was a deliberate development of culture to enable delivery.
Winner
Just Eat Ireland

Edel Kinane

A small but talented team of marketers, united in their passion and shared objectives to reposition the takeaway sector, set about building Ireland’s best known and best loved takeaway brand and in its wake, managed to disrupt an entire industry. From a peeling sticker in a takeaway restaurant window, to universal recognition as Ireland’s leading online food ordering and delivery service, Just Eat’s brand transformation has helped to make online food ordering a ‘new everyday norm’ bringing choice and value to consumers and orders and revenue growth to its restaurant partners. This growth represents the team’s achievement of average annual revenue uplifts of 45%, over 80% of which is now channelled through mobile devices.
Finalist
Littlewoods Ireland

Rossa Butler

The biggest challenge facing the Littlewoods Ireland marketing team was undertaking an organisational and cultural transformation within the team in order to lead the entire business through a digital transformation – from catalogues to mobile. The team drew inspiration from the best cultural, organisational and agile methodologies to develop a flexible, ambitious and high performing marketing team. With an emphasis on team organisation, accountability, idea generation and open and transparent communication, the team step changed their journey from catalogues to mobile and delivered exceptional results, far outpacing the markets growth rates and consolidating their leadership position in the market.
Finalist
One4all

Aoife Davey

The One4all marketing team adopted challenging goals across all channels in Britain and Ireland in 2017 especially for its B2C and B2B ecommerce sites. With this focus on online sales growth, the team identified that strong content marketing was key, coupled with increased online spend. But with no increase in marketing budgets for either markets, the team needed to be creative in how in-house and agency resources were leveraged. A reorganisation brought a new lease of life that lead to superb idea generation and teamwork. Results included increased output, greater control in-house and a reallocation of marketing spend that resulted in double digit growth for both UK and Irish markets for the year.
Finalist
PepsiCo Ireland

Rebecca Burke

PepsiCo Ireland have a small but effective marketing team responsible for delivering the marketing strategy and activation across some of the biggest brands in Ireland worth a combined €100m in retail sales, including 7UP, Pepsi Max, Walkers, and Doritos. With challenges to resourcing coupled with significant changes within the media landscape the team needed to think differently about how to deliver cut through and reach for the brands in a highly cluttered environment. Working closely with Havas Dublin and OMD, and adopting a focus on budget efficiency and clear prioritisation, the team managed to deliver strong performance across core brands in highly competitive and challenged segments.
Finalist