MediaPLUS is your weekly update on all that matters in media and marketing

Folk VML has been appointed as the creative agency of national grid operator EirGrid following a competitive tender process.

Folk will work closely with Eirgird to develop strategic and creative communications that engage the Irish public on the future of the electricity grid.

The agency said that effective communication is key to building awareness and support for Ireland's transition to a low-carbon energy system, and that it would bring expertise in insight-driven creativity to drive meaningful engagement with EirGrid's stakeholders.

“We are thrilled to be partnering with EirGrid at such a pivotal moment in Ireland’s energy transition," said Enda Kelly, managing director at Folk VML.

"Through strategic creativity, we look forward to inspiring public understanding and action around the importance of a secure, sustainable electricity grid.”

Suzanne Collins, head of PR at EirGrid, added: "“Communicating the complexities of Ireland’s energy transition in a way that resonates with the public is critical.

"We were impressed by Folk VML’s ability to translate strategic insights into compelling creative work. We look forward to working together to engage communities and stakeholders across Ireland.”

McCabes Pharmacy sponsors Athletics Ireland

McCabes Pharmacy has become the exclusive pharmacy partner of Athletics Ireland as well as the title sponsor of its community fitness programme, Fit for Life.

The initiative encourages communities across Ireland to get moving through fun, sociable, and structured group sessions delivered by trained leaders in local athletics clubs.

Brian O’Keeffe, chief operating officer of McCabes Pharmacy, said: “At McCabes Pharmacy, we believe health isn’t one-size-fits-all.

"This programme allows us to meet people where they are in their fitness journey, providing personalised health support in a community setting — from injury recovery to everyday wellbeing.

"It’s a powerful expression of our mission: better health for every body.”

Hamish Adams, CEO of Athletics Ireland, said: “We’re delighted to welcome McCabes Pharmacy as our exclusive pharmacy partner and title sponsor of Fit for Life.

"Their dedication to accessible, personalised healthcare aligns seamlessly with our goal of making fitness enjoyable and achievable for everyone, no matter where they’re starting from.”

Casalta made Vodafone Ireland CEO

Vodafone Ireland has announced the appointment of Sabrina Casalta as its new CEO, effective 1 May.

Casalta, who most recently served as the interim CEO and chief financial officer of Vodafone Italy, succeeds Amanda Nelson, who has been in the role since August 2022.

Casalta held various senior positions within Vodafone Group over the past 13 years, with her extensive background in financial management and strategic planning, which will be “instrumental in driving Vodafone Ireland's continued growth and success”.

"I am honoured to be appointed as the CEO of Vodafone Ireland,” Casalta said. “Amanda Nelson has built a remarkable legacy of championing sustainability, supporting Irish business and creating meaningful social partnerships.

“I look forward to building on this foundation and working alongside the incredibly talented team at Vodafone Ireland to continue delivering exceptional service and innovative solutions to our customers.

“Connecting people, empowering individuals, and protecting the planet will remain at the forefront of our efforts."

Donohoe advisor to head policy and international for Central Bank

Micheál O'Keeffe, a senior advisor to Paschal Donohoe in his role as president of the Eurogroup, has been appointed as the Central Bank's director of policy and international. He will take up the role on 23 June.

O'Keeffe previously worked as chief of staff and counsellor to the governor of the Central Bank and senior advisor to the regulator's deputy governor for monetary and financial stability. He started his career at the European Central Bank as both an economist and supervisor.

O'Keeffe holds a BA from University College Dublin, an MPhil from the University of Cambridge, an MSc, M.Res and PhD from the London School of Economics and Political Science.

“I am delighted to announce the appointment of Mícheál to the role of Director of Policy and International," said Gabriel Makhlouf, governor of the Central Bank.

"Along with his background in economics, supervision and policy, and his prior leadership role in the Central Bank as Chief of Staff, Mícheál brings with him a wealth of international experience, most notably in Brussels and Frankfurt.

"I know he will make an important contribution to this role, as the Bank continues to deliver on its mandate for the people of Ireland.”

US digital video ad spending on course for 14% bump in 2025

Spending on US digital video advertising, which includes connected televisions, social video and online video, is projected to increase 14% to $72.4bn this year, according to the Interactive Advertising Bureau.

The category will outpace growth in the overall media market by two- to three-fold, and digital video is expected to capture 58% of total TV/video ad spend this year, double its share from five years ago.

Digital video ad spending surpassed spending on advertising on linear television for the first time in 2024, "a pivotal year for digital video advertising," according to IAB CEO David Cohen.

A resurgence in live events and sports programming on streaming platforms, coupled with the expansion of self-serve and programmatic ad tools helped connected TV spending rise 16% last year.

“CTV is making it clear it’s a go-to channel for both viewers and advertisers and is expected to continue growing along with social video and online video," said Cohen.

“The video industry continues its transformative shift towards streaming driven by content, creators, technology, and improved measurement.

"However, it is important to acknowledge that ongoing economic uncertainty, including tariffs, geopolitical conflicts, and changing consumer confidence, the marketplace in 2025 is more difficult to predict than ever before."

Some $23.6bn was spent on connected TV advertising last year, a figure that is expected to grow to $26.6bn this year.

Social video spending was up 21% to $23.7bn and is projected to increase to $27.2bn in 2025 while online video spend rose 17% to $16.6bn last year and will increase to $18.6bn this year.

After making up 51% of combined television and video spend in 2024 compared to television's 49%, digital video's share of spending is anticipated to increase to 58% this year.

Subtle approach ensures Every Connection Counts for Vodafone ad campaign

Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service, showcasing best practice creative advertising in Ireland.

Vodafone’s latest campaign, Every Connection Counts, is a gentle, emotional story about reconnection, and the brain data confirms that this subtle approach lands well with viewers.

While the narrative feels simple, the way people respond to it moment by moment shows that the ad carefully guides attention and emotion, making the message of connection feel both personal and memorable.

For more on this week's Ad Lab Report click HERE.

(Pic: Supplied)