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An audience of around 50 marketers attended Marketing Institute Ireland's event on future-proofing marketing strategy at the DMG Media Ireland hub this morning.

Una Herlihy, co-founder of The Indie List led a panel discussion with Amárach Research chairman Gerard O'Neill, generative AI consultant Karen Howley, and Chemistry founder Ray Sheerin.

O'Neill spoke about consumer sentiment on the eve of the general election, and said that people are reluctant to spend following two years of high inflation, although it is unclear when the population will adjust to the price shock and move on from their "hurt".

Howley said that AI is at the top of its hype cycle now, suggesting that the bubble may soon burst before the technologies start on a longer road to value generation and wider market penetration. A poll of hands revealed that a large proportion use AI on at least a monthly basis.

Howley, an accredited AI coach who formerly worked for Accenture, also shared her experience of the scepticism towards AI within organisations: some think using the technologies is "cheating," and others don't know what they would use it for or where to start.

Ray Sheerin, meanwhile, advocated for more creative thinking within agencies, citing statistics that the vast majority (89%) of advertising goes unnoticed by consumers.

While he was critical of Jaguar's recent rebrand, he highlighted Cadbury's drumming gorilla advert as an example of a campaign that defied logic and research groups to imprint itself in the minds of consumers.

The breakfast event built on BusinessPlus.ie and The Indie List's recent PLAN 25 webinar series.

Core reveals top election concerns

Dissatisfied voters are most concerned about the cost of living, social issues and housing ahead of tomorrow's general election, according to Core.

While two in five content are content and hoping for stability, health and peace following Friday's poll, Core November 2024 Mindset report shows the majority (three in five) are concerned by at least one of those three issues.

The cost of living was cited by 1.5m people, while social issues are a concern for 1.3m and housing 906,000.

In total, 2.2m adults representing 57% of the population cite at least one of those as a major issue, including 347,000 who said all three issues concern them, while 1.7m people described themselves as content.

"The interconnected nature of these challenges reflects a population not only facing individual struggles but also united in their call for change. With a majority expressing dissatisfaction and a desire for improvement, the question remains: who will respond?," said report author Finian Murphy.

"The Mindset data provides a clear picture of a nation seeking answers. As financial pressures persist, societal issues evolve, and the housing crisis deepens, those in positions of influence must act decisively to address these concerns, ensuring the demands of Ireland’s citizens lead to meaningful, lasting solutions."

IAPI appoints two to executive team

IAPI has appointed Kate Goldsmith as awards & performance director and Sophie Carey as communications & project manager.

Goldmish has previously worked for London-based management consultancy AAR Group, JWT London and as head of marketing for Boys+Girl Dublin.

Over the past three years, she has run her own consultancy assisting brands with business development, PR, marketing and awards.

At IAPI, she will oversee the planning, ideation and delivery of selected awards programmes as well as membership growth, the Effie Awards programme, IAPI pitching policies and Ad Net Zero.

Carey, meanwhile, has a background in communications and marketing for the tourism sector and has previously worked with Ireland’s Blue Book and Host PR.

In her role with IAPI, she will oversee Cannes Young Lions and the Female Futures Fund while working alongside programme & communications director Katherine Ryan.

Hughes replaces McRedmond as Eir chair

Miriam Hughes has been appointed as chair of telecoms group Eir, replacing David McRedmond after three terms in the role.

Hughes was formerly CEO of DDFH&B and has been on the Eir board since 2011. She is also chair of Bus Éireann, Advertising Standards Ireland and Cornmarket Financial Services, and a director of Pluto.

During her career in sales and marketing, Hughes worked Nestlé for nearly a decade and also spent two years with Bank of Ireland.

The UCD graduate has also held board, council and mentorship positions with MII, IAPI, IMI, Barnardos, and Enterprise Ireland.

She founded Chaptique Consulting in 2018 and consults for scaling businesses on strategic growth, overcoming short-term challenges and transforming business models.

Wicked marketing blitz pays dividends

The marketing campaign for the Wicked film has been going since the start of the year with an optimally-placed Super Bowl advert and appearances at the Oscars and the Paris Olympics by stars Ariana Grande and Cynthia Erivo.

Universal took a page out of Warner Bros' Barbie playbook, agreeing tie-ins with more than 400 corporate brands, including Starbucks, Lego and Build-a-Bear, and the no-stone-unturned approach has paid off.

The adaptation of the Broadway musical inspired by The Wizard of Oz grossed $163m at the global box-office during its opening weekend, including $112.5m in North America, breaking the record for a musical film ($103m for 2012's Les Misérables).

Speaking to Variety, Universal chief marketing officer Michael Moses said the studio was selective about the brands it pursued despite the high volume of companies it partnered with for Wicked.

"It’s risky for these big retailers to bet on a first movie. Usually, this level of campaign is reserved for a franchise title that already has proven it has a reliable audience and can deliver," he said.

"That was a real point of intention for us, proving to all those partners that this was going to be worth the risk.

"So starting back in March of 2023, we brought 200 different brands to set in London and showed the materials to convince them from the outset that this was going to be something special. So, it wasn’t a matter of turning people down as pursuing the right ones."

(Pic: Justin Farrelly)