2011 Awards Finalists

Marketing Team Award

O2 Ireland
Emer McCarthy
Barnardos
Ruth Guy
Bord Gáis Energy
Lorna Martin and Nicky Doran
eMobile
Fenella Fay
Meteor Mobile Communications
Niamh O'Driscoll

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O2 Ireland

Emer McCarthy

Market saturation and declining consumer confidence were the major challenges faced by the O2 marketing team in 2010. This made retention the team's number one priority, in particular giving the customer reasons to remain with O2. The team decided that emotional loyalty, as opposed to more functional comparisons, would be key. The team reorganised itself around loyalty, and also focused on ensuring the continued loyalty of team members. The flat structure of the team facilitated engagement and responsibility, and steps were taken to embed external partners within the O2 team. The key goal of increasing retention was not only met, but brought to a record level.
Winner
Barnardos

Ruth Guy

The marketing team at Barnardos faced severe pressure across all funding streams in 2010 and this required a major team effort to address. Three priorities were identified for attention - awareness, funding and retail. The team displayed dedication, professionalism and ingenuity to make 2010 the charity's most successful year ever, in a challenging market, with limited budgets. A range of innovative new initiatives were developed and implemented. Spontaneous awareness grew from 8% in 2009 to 14% in 2010. Fundraising income exceeded target by over 8%. Barnardos shops traded in profit in 2010 delivering a net contribution in one of the worst years ever for retail.
Finalist
Bord Gáis Energy

Lorna Martin and Nicky Doran

The challenge in 2010 for the marketing team at Bord Gáis Energy lay in keeping the momentum of both acquiring and retaining customers, as well as being innovative by developing new products and services. It was key that the brand promise of "thinking beyond, going beyond" for the customer was evident in all activities. The team organised itself around market groups and assigned team members to particular areas to ensure sharpest customer focus. The "Go Beyond Café" was set up to align the broader team around brand values and how these would be brought to life for customers. The result was a major uplift in new customers and a range of product developments.
Finalist
eMobile

Fenella Fay

Upon deciding to create a new mobile brand, Eircom's first challenge was to establish a skilled and committed marketing team that would deliver the brand at speed. The new eMobile marketing team immediately took the lead in bringing to life the internal brand proposition of being "simply better". Stakeholders had to be enrolled in the vision and a complex set of workstreams had to be managed to ensure on-time delivery. While keeping the plans confidential, the marketing team devised and implemented a fully integrated launch campaign, prepay and bill price plans were delivered, and a full retail channel was established. The brand launched on time, on budget, in September 2010.
Finalist
Meteor Mobile Communications

Niamh O'Driscoll

The brand team at Meteor needed to carve out a unique point of differentiation in a commoditised market in 2010.The response was a new brand positioning with the strapline "Meteor Your Social Network". The team of ten committed, passionate and loyal brand guardians took on the role of communicating this to the market. The team created a new visual identity involving a unique and consistent look for Meteor that would make it stand out from the category norm. This was achieved through a series of workshops to craft something different, and the implementation required gaining the commitment of other teams in the business. The result was a strong set of metrics across all channels.
Finalist