2013 Awards Finalists

Sponsorship Management Award

Electric Ireland
Lisa Browne
Cadbury
Karl Tyndall
Centra
Grace O'Dwyer
Diageo Ireland/ Carlsberg
Neil Ronson
Telefónica O2 Ireland
Jill Keene

Sponsored by

Electric Ireland

Lisa Browne

Electric Ireland, the supply business of ESB, sponsored Team Ireland in the London Olympics 2012, and this was a key opportunity to achieve brand and business objectives. Working with colleagues at WHPR, the activation was aimed at mass audiences and included a comprehensive marketing communications programme over an extended period. Awareness of the Electric Ireland brand soared and it has been the company's most successful ever sponsorship.
Winner
Cadbury

Karl Tyndall

Cadbury was the official treat provider for London 2012 Olympics and Paralympics, and this was the largest single investment the brand had ever undertaken. The marketing team in Cadbury Ireland set out to maximise the return in terms of increasing sales, by in effect owning London 2012 in Ireland. Assisted by Publicis QMP, Cadbury launched the 'Unwrap Gold' campaign to leverage the sponsorship and this delivered double digit growth and record-breaking sales volumes.
Finalist
Centra

Grace O'Dwyer

Centra's overall business challenge is to enhance brand differentiation, achieved through emphasising the core philosophy of supporting local communities. As sponsor of the GAA Senior Hurling Championship for a number of years, the brand's task in 2012 was to go beyond the pure sponsorship relationship and highlight the firm's genuine commitment. The "Brighten Up Your Day" series of community initiatives helped deliver on this objective, bringing the sponsorship to life in a meaningful way at local level.
Finalist
Diageo Ireland/ Carlsberg

Neil Ronson

The UEFA Euro 2012 championship activated Carlsberg's largest sponsorship platform, and gave the brand an opportunity to create a big brand feel and deepen Carlsberg's connection to soccer, resulting in increased affinity among consumers. Leveraging the sponsorship with the help of Irish International not only gained traction with the soccer audience but it also enabled BTL activation to drive the initiative into the retail trade and lift sales volumes significantly over target.
Finalist
Telefónica O2 Ireland

Jill Keene

The O2 was Ireland's first naming rights deal, and in 2012 O2 was challenged by the tough operating environment to focus on new added value. After undertaking research, the company launched O2 Priority Music as a means of enhancing the contribution of the sponsorship to O2's differentiation. The activation was through every available touch point, and the result has been increased customer retention, as the sponsorship has delivered increased consumer engagement and benefits.
Finalist