Emer Mc Carthy
Paddy Power is a leading international sports betting and gaming operator, quoted on the London Stock Exchange, and employing over 7,000 people. With over five million customers worldwide, the company’s mission is to bring excitement to life for each one. The Paddy Power brand is powered by sophisticated technology, innovative products and creative brand marketing. With the brand facing something of an identity crisis and lacking an aligned strategic direction, the strategy was aimed at developing an insight-driven approach to identify the key brand drivers to success. This was then applied to customer propositions and campaigns in a relevant way, with the brand’s signature irreverence, centred on “Paddy’s Rewards Club”.
A&L Goodbody (ALG) is a leading Irish law firm, established in 1901, with 800 employees led by 95 partners operating from offices in Dublin and Belfast. Following research among clients and internal stakeholders, the firm launched a new brand visual identity and rolled out a comprehensive new client communications strategy. This initiative has reinforced the ALG brand values and helped the firm stand out at the very top of the market for corporate legal services in Ireland. The new approach involved a review of how ALG presents its legal advice and service to clients, aligning the content and design of all client documents and correspondence around the revised brand principles – “the ALG Way”.
Canadian company Couche-Tard acquired Topaz and set about rebranding 420 sites from Topaz to Circle K to align with the company’s global forecourts and convenience retail business. The rebrand to Circle K from a trusted leading Irish brand to a relatively unknown global brand was a challenge but also an opportunity for the marketing team. To localise the brand and reassure Irish customers, the team launched the high reach multi-channel “New name, same people” campaign, seen by 2 out of every 3 Irish people. The brand awareness results exceeded the initial score and within eight months, the Circle K brand started to record similar brand awareness score to the decade old Topaz brand.
The marketing people at Dunnes Stores created a Christmas campaign at this key period, with the goals of gaining market share and getting consumers to see a softer and more emotionally engaged brand. The “Make Christmas for everyone” platform was based on the insight that people go to great lengths at this time of year to make Christmas special for each other. Dunnes engaged Chemistry to help create a brand ad that would paint the brand in a new light. The brand narrative was well received and it drove record sales, gained top market share, and recruited additional shoppers to the brand. This also generated unprecedented positivity towards the Dunnes brand.
To counteract the value-obsessed reputation that has constrained the Tesco brand since the recession, the marketing team went back to the heart of the brand using ‘Every little helps’ and created a fresh new heart-warming expression that revealed the real humanity of the staff behind Tesco . With the support of Rothco, a brand campaign was launched to bring this spirit to life through the uplifting story of a lost teddy, a little girl and the Tesco colleague whose ‘little help’ makes a big difference. The tale of ‘emotional help’ in the campaign highlighted how Tesco helps its customers every day, in store and through donating millions of meals to local causes and raising money for Temple Street Hospital.