2021 Awards Finalists

Marketing Innovation & Creativity Award

An Post Insurance
Lisa Melarkey
Bank of Ireland
Keira Gilleece
Breakthrough Cancer Research
Orla Dolan
Laya Healthcare
Alan Morris
Standard Life
Sharon Smyth

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An Post Insurance

Lisa Melarkey

An Post Insurance embraces data science and artificial intelligence driven propensity modelling to improve campaign targeting, call centre efficiencies and overall quote to sale conversion rates. Overhauling their culture, ethos, and approach to optimising performance over a 12-month period is making real gains, placing the brand as a key contender within the Insurance Market. Instituting an ‘always improving’ culture the digital team broken new ground for the business on several fronts and have placed ‘data’ at the core of their future plans.
Finalist
Bank of Ireland

Keira Gilleece

In a saturated lending market, one of the key challenges for financial institutions is how to differentiate product offerings from competitors, compounded by the COVID-19 pandemic in 2020. Bank of Ireland worked collaboratively with media agency Dentsu, to develop innovative marketing solutions for Display advertising, through the use of Google Cloud Vision AI technology. This innovation enabled Bank of Ireland’s differentiation in the market by providing personalised, relevant ad experiences for customers, resulting in higher engagement, with a lower cost to serve, and increased business revenue.
Finalist
Breakthrough Cancer Research

Orla Dolan

A marketing and creative innovation, Breakthrough Cancer Research opened the World’s first shop and events space, 100% stocked and staffed by cancer survivors, on World Cancer Day. Seeking 100% survival for 100% of cancers, The Shop That Nearly Wasn't seeks greater investment in cancer research and was designed to raise the charity’s national profile as the organisation working hardest to deliver that. One part of the store remains empty. This is to highlight that their work is not yet complete - Only more research funding can create these survivors. Visitors experience greater awareness of what innovative cancer research can achieve.
Finalist
Laya Healthcare

Alan Morris

Today, Laya Healthcare’s corporate members enjoy unprecedent access to market leading virtual, live Health and Wellbeing Programmes. Innovation has brought us from a simple Health and Wellbeing offering broadcast from the homes of our practitioners via Webex, to a fully commercialised live studio-based proposition, using 4k cameras, HD sound and Q&A and polling functionality, all within 8 months. Through a culture of innovation, we have positively impacted corporate membership growth, retention and brand trust scores, and we were voted Ireland’s most trusted Insurer by both the CXi and Reptrak. Virtual Health and Wellbeing is here to stay.
Finalist
Standard Life

Sharon Smyth

At Standard Life, we want to help people prepare in a practical way for retirement and better navigate it day-by-day. But what does practical help look like? There's no official person to help you move into your second life.Marketing communications alone were not going to be enough. And so, a unique role was created by Standard Life: The End-of-Career Guidance Counsellor. It’s an industry first innovation to help reframe the conversation around retirement
Finalist