2013 Awards Finalists

Marketing Team of the Year Award

Bord Gáis Energy
Nicky Doran
123.ie
Siobhan Lynch
KBC Bank Ireland
Aidan Power
Kerry Foods
April Redmond
Superquinn
Pauline Browne

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Bord Gáis Energy

Nicky Doran

Facing a reduced budget and more intense competition, the Bord Gáis Energy marketing team needed to refocus its efforts in order to meet demanding commercial and brand objectives. The team delivered an exceptional year, reducing customer churn by leveraging brand assets and introducing a series of initiatives such as a new loyalty programme, a major new partnership with Tesco, and a sponsorship activation, as well as a product redesign.
Winner
123.ie

Siobhan Lynch

The marketing team at 123.ie have driven the business to become one of Ireland's fastest growing insurance firms, achieving a growth rate of 30% last year. With the assistance of colleagues at Acorn and Mindshare, the team overhauled its processes to enable it to differentiate based on customer service, and to deliver on its promise through the customer experience. By instilling a performance culture across the board, the team achieved a double-digit market share.
Finalist
KBC Bank Ireland

Aidan Power

KBC Bank's marketing team has firmly established the bank as a strong niche player in the financial services market. Having launched itself in the retail market, 2012 saw the marketing team double in size and drive the new retail strategy in earnest by delivering a range of key initiatives, including the areas of branding, communications, customer experience and echannel activity. The team transformed brand awareness scores and achieved over €1 billion in new deposits.
Finalist
Kerry Foods

April Redmond

The economic downturn has seen many blue chip brands under intense pressure, and the marketing team at Kerry Foods, with its wide portfolio of household name brands, recognised that a serious response was required. The team restructured itself into cross-functional category delivery teams, with marketing placed at the centre of the business. This has resulted in the successful repositioning and relaunch of key brands, and the achievement of ambitious objectives.
Finalist
Superquinn

Pauline Browne

Superquinn's newly-formed marketing team was tasked with addressing declining consumer loyalty and market saturation, and it responded by devising a new strategic marketing plan. Adopting the mantra "doing the ordinary, extraordinarily well", the team reengineered the marketing approach, streamlining the customer offering and delivering a new store look and feel, despite reduced resources. The result was increased share of spend, and the company was returned to profit.
Finalist