2018 Awards Finalists

International Marketing Award

Teeling Whiskey Company
Rebecca Bell
Taxback.com
David Clayton
Tourism Ireland
Sinead Grace
Diageo
Colin Donnelly
Tricel
Julianna Allen

Sponsored by

Teeling Whiskey Company

Rebecca Bell

Teeling Whiskey Company has experienced exponential growth since its foundation in 2012, and this has been driven by its small marketing team consisting of a handful of members including the company’s founding brothers. Covering the bulk of marketing activities internally, from NPD to global digital marketing and everything in between, Teeling Whiskey Company has launched a globally recognised brand, built a distillery, and is about to release Dublin’s first locally-made whiskey for over 40 years. This energetic and dynamic group is supported by the broader company team who all play a part in telling the story of this home-grown international marketing success story.
Winner
Taxback.com

David Clayton

As the global leader in international income tax refund services, Taxback.com strives to make tax more approachable and understandable. Content marketing has been key in helping achieve this goal, with blog posts breaking complex tax topics down into simplified and understandable blocks. This is important in generating new leads for the company, with a constant flow of leads coming in from people whose first page on the website was a blog post. With an ambition to be viewed as a trusted authority in the tax sector and a one-stop-shop for tax needs, the content strategy has played a central role in the firm’s international success.
Finalist
Tourism Ireland

Sinead Grace

Ireland clearly ‘owns’ Saint Patricks Day internationally, and is equally fortunate in ‘owning’ the colour green. Tourism Ireland brought the two together to create an innovative global marketing campaign. By ‘greening’ existing global icons such as Sydney Opera House, Tourism Ireland was able to create standout for Ireland at the important ‘looking and booking’ period for holidaymakers. Now in its tenth year, the campaign has grown from a single icon ‘greened’ to over 300. The campaign generated media coverage valued at €10m for a very modest outlay. The created brand property is ownable, sustainable and capable of re-invention across emerging media and new markets.
Finalist
Diageo

Colin Donnelly

As Baileys global sales dipped to a ten year low the global team needed to look beyond geographical expansion and innovation to unlock growth. The global marketing challenge was repositioned from building affinity to building penetration. The role of marketing was reframed to continually nudge consumer behaviour around Baileys as a real treat. After proving the strategy and returning Baileys to growth, momentum accelerated through 2017 as the strategy embedded and exceeded all KPIs and previous benchmarks. Partnerships generated cultural traction at scale. Baileys has never been in better shape, growing and reasserting itself as a dynamic, iconic Irish success story.
Finalist
Tricel

Julianna Allen

Tricel is a global provider of innovation-based solutions for the water, environmental, construction and distribution industries. The business has evolved from a small family-owned plastics manufacturer into a successful multinational corporation with a proven ability to absorb, improve and generate new technologies, materials and processes. With manufacturing locations in five countries, it supplies a comprehensive offering of products to over 50 countries worldwide. Tricel’s marketing team brings together a range of highly complementary skills that are leveraged to drive international success consistently. The collective efforts of the team have kept it at the cutting edge.
Finalist