AIM Awards Look Back: Marketing Innovation Award

By: The AIM Awards Team | Posted on: 17 May 2016

The All Ireland Marketing Awards is a national means of recognising the success of Irish marketing professionals and acknowledging their major contribution to the ongoing process of strengthening the Irish economy.

As it's the 10th year of the Award's, we're doing a throwback to our past winner's in 5 different categories. In this piece, we look at Marketing Innovation Award winners from 2007 to 2015, and refresh our memories of some of the most creative, innovative initiatives that have had a huge positive impact on the success of Irish businesses.

Marketing innovation is a catalyst for business growth and a key marketing responsibility. This award is aimed at organisations which have leveraged advances in science, technology or engineering to gain competitive advantage and drive business results. The judges want to hear about how an idea was conceived, developed and commercialised, and how the culture of innovation was created and sustained.



Presented by Jamie Kennedy (right) Bank of Scotland (Ireland) to Tony Brophy, Evotia Marketing (left)

In 2007, Evotia Marketing Software Systems won the award for their development of a number of unique online solutions that support core marketing processes, from brand strategy, to plans, to activity implementation through to evaluation.

The firm’s aim is to embed marketing best practice into a client organisation and drive brand growth. It achieves this by providing systems that are based on a liner easy-to-follow approach, and which incorporate online learning at each stage.

The objective is to drive greater effectiveness and efficiency and ensure consistency and focus while keeping the consumer at the heart of the process. The directors are a team of dedicated marketing and IT professionals with extensive experience in large multinational companies.



 Presented by Carolan Lennon, Vodafone to Rónán Farren, Brandmail solutions


2008 winner, Brandmail Solutions is a global innovator in email authentication and branding founded in 2006, the firm has offices in Ireland, Germany, and the US. Working with technology companies and service providers across the email ecosystem, it has brought to the market a complete, scalable, branded email facility, featuring the sender’s logo as a mark of trust and a guarantee that the email is genuine and safe to open. The presence of the sender’s logo in the email box provides the consumer with a feeling of safety, the sender with an additional brand impression, and partner ISP’s with a valuable new revenue stream.


Presented by Carolan Lennon, Vodafone to Aoife Davy, Gift Voucher Shop

The Gift Voucher Shop (GVS) launched in 2002 in partnership with An Post and is now Ireland’s leading provider of gift vouchers and gift cards in both the consumer and corporate sector. The firm’s extensive sales channels include 1,000 Post Office Counters, 500 PostPoint locations, the website, a telesales facility and a corporate sales team.

GVS operates in Ireland, Britain and Malta. It has recently developed and introduced the One4all Smart Planner, a secure and flexible online scheme that enables employees to use salary deduction facilities to plan ahead for a debt free Christmas. The innovation is delivering sales revenue growth to the company in a tightening economy.



Presented by Paula Murphy, Vodafone to Raymond Coyle and Rita Kirwan, Largo Foods

2010 winners, Largo Foods have a 50% share of the snackfood market, employing over 500 people. With limited budgets to contend with much larger competitors, the Tayto marketing team need a truly innovative approach to create a continued buzz around the brand. The response was Mr. Tayto’s autobiography. The team defined the guidelines and tone, and set about creating a bestseller. The result was ales of 60,000 books and it was the No.1 best seller for 6 weeks, including in the Christmas Market. This innovation resulted in the brand gaining growth in a sector that was showing decline.



Presented by Paula Murphy, Vodafone to Áine Phelan and June Dowling, Bord na Móna Fuels

Born na Móna Fuels took home the award in 2011 for their response to the aggressive growth of private label in the ignition category by developing a new product that would be a game changer. The "Firemagic Firemaker" was based on the consumer insight that people are moving from home heat to home ambiance and it represented a key new product in the company’s eco-friendly range of solid fuel solutions. Having established a new creative process within the company, a cross functional team developed the concept with a clear consumer proposition and successfully overcame many challenges to bring the new product to market at speed. The objectives for year one were exceeded within the first quarter.



   Presented by Paula Murphy, Vodafone to Rita Kirwan, Largo Foods

Our winner in 2012, Tayto, a local Irish brand over 50 years in existence, sought to use innovation to differentiate against much stronger global competitors. The result was the very first crisp fun park in Ireland, based in Ashbourne, called Tayto Park. The aim was to create a totally unique innovation that would recruit new customers to the Tayto brand and engage them in an unforgettable way through a real ‘wow’ factor. With visitor numbers double that of the year one objective, and huge satisfaction ratings, the Tayto brand achieved the strongest growth in almost a decade. This truly unique owned medium provides the brand with an exclusive space in which to engage and recruit customers.



Presented by Paula Murphy, Vodafone, to Peter Murphy and the Heineken Ireland team

in 2013, The Murphys brand was facing declines in volume in its Cork heartland. Unable to match the marketing spend of larger competitors, the brand team sought an innovative way to engage its consumers, with the help of Publicis QMP. Paradoxing the "Bud Ice Cold Index" campaign where the beer gets cheaper the hotter it gets, Murphys launched an app enabling consumers to claim a free pint when it rained in Cork, and developed the first successful transactional online beer voucher in Ireland and globally for Heineken.



Presented by Fiona Hodgins, Edelman to Sarah Greene and Doireann Sweeney, The Irish Times

The 2014 winners, The Irish Times marketing team introduced a sports podcast “Second Captains” to, which started producing world class radio content specifically for an online audience, a first among media outlets in Ireland. The multi-award winning sports team joined The Irish Times to produce four shows a week. Second Captains was a huge success, with several million plays, even attracting listeners from across the world. It has also been successful in attracting a newer, younger, audience. This initiative has added to the reputation of The Irish Times for being at the forefront of the most analysis of national and international sporting issues.



Presented by Justine Donohue, Vodafone to Brian O' Sullivan and  Peter Murphy, Heineken Ireland

in 2015, Heineken created a new, first-to-market digital touch point for the pub environment, aimed at driving greater consumer engagement through delivery of more relevant content. The Heineken Digital Fridge is a first-to-market innovation for Heineken globally. Developed with Focal Media locally, this is a standard fridge unit that incorporates the latest technology to show the product inside while also showing fill motion HD video, engaging consumers and bringing the product to life. This innovation allows Heineken Ireland to stand out from competitors at the point of purchase, and to activate key brand platforms within the outlet.

The 2016 Finalists are:

Heineken Ireland
Irish Distillers Pernod Ricard
Mondelez Ireland

This Award is sponsored by Vodafone Ireland.

The winner will be announced this Thursday, the 19th May at the AIM Awards night in the DoubleTree by Hilton Hotel.

Best of luck to the finalists and see you all there on the night!