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

84% of marketers are actively using or plan to use AI tools, according to a survey of 796 marketing professionals by Alternatives and Marketing Institute Ireland.

Over 70% of respondents across sectors and career levels believe AI has positively impacted their job performance, and AI-driven marketing (54%) was cited by a majority as an area of significant growth.

A further quarter (26%) said digital marketing was an area of significant growth for the industry while smaller numbers pointed towards brand storytelling as purpose-driven marketing (15%), data and analytics (13%), and integrated marketing (10%). Only a small number saw traditional marketing strategies (2%) as a growth area.

Heading into 2025, 72% are prioritising leadership development courses (24%), professional certifications (23%), or on-the-job learning (21%), signalling a widespread focus on practical upskilling.

While the majority (54%) see going above and beyond as an important factor in career growth and advancement, a third (31%) said it was only occasionally necessary in order to meet business or project demands, and 5% said it was acceptable during critical situations or at deadlines.

The survey found that DE&I efforts are apparently failing to inspire or connect with nearly three-quarters either expressing scepticism (30%) or indifference (42%).

Nearly half (47%) of respondents are somewhat satisfied in their current role, with 21% very satisfied, 17% neutral and 10% somewhat dissatisfied.

Two-thirds (65%) are either open (35%) or actively looking (30%) to change jobs this year, with 60% of people either seeking new challenges (21%), professional development (20%) or increased financial rewards (19%).

Virgin Media and TG4 to show League of Ireland

Virgin Media Television and TG4 will air matches from the League of Ireland's men's and women's Premier Division this season

Virgin Media has agreed a "landmark" four-year broadcast deal with the League of Ireland, giving the broadcaster exclusive rights to air the SSE Airtricity Men's Premier Division.

Virgin Media will air 36 matches per year with a live fixture being shown every round of the season.

The first fixtures to be broadcast will be announced next Wednesday ahead of the new season, which starts on 14 February.

The announcement comes following surging interest in the league over the past couple of years, with attendances rising nearly 20% in 2023 and the league now estimated to be worth €164.7m to the economy.

TG4 will broadcast the SSE Airtricity Women’s Premier Division for the fifth successive season, with 14 matches to be shown live.

Average TV viewership for the league has risen by 70%, with the average peak audience jumping from 24,009 to 33,608 last season.

The league will also get more attention from dmg media as both Extra.ie and EVOKE are once again the official media partners for this year's campaign.

Brooks appointed Indie List MD

Rebekah Brooks has been appointed managing director of creative and marketing talent platform The Indie List after co-founder Peter McPartlin transitioned to a non-executive role.

The Indie List, which brings freelance marketing talent and clients together, has generated over €5m in freelance income since its inception in 2020.

For 11 years Brooks worked with the What’s Possible Group, setting up and leading the media agency The Specialist Works in Dublin in 2013, before moving over to the international arm of the business in London, in 2020.

In recent times, Brooks has acted as a business consultant for Furthr (formerly Dublin BIC), venture advisor for Elkstone, consultant for Emerge International, and fractional chief commercial officer for Zoidi.

 “Clear trends are emerging globally around how clients and candidates in the Marcomm space wish to work together," said Brooks.

"Top of mind is the challenge facing clients to do more with less. The Indie List enables clients' marketing teams to upskill, access marketing specialists in a frictionless way, and engage with peers through fun events.

"I am delighted to be joining this established team of go-getters and to make my mark on what is an already super proposition.”

Murray appointed iRadio managing director

Bauer Media Audio Ireland has appointed Ben Murray as managing editor of iRadio.

Murray will be responsible for leading Bauer's music-driven regional youth station's audience growth strategy and content output.

Murray has worked in Irish radio for two decades, starting as a broadcast assistant with SPIN1038 before moving to FM104 where he presented the drivetime show for more than 12 years.

He was promoted to music & entertainment planning producer at Bauer, working across SPIN, 98FM, and Today FM, in early 2023.

"I’m delighted to share that I’ve been appointed as Managing Editor at iRadio, part of the Bauer Media Audio Ireland family," Murray wrote on LinkedIn.

"This is an incredible opportunity to work with a dynamic and talented team, continuing iRadio’s tradition of delivering top-quality content to our listeners across the West, North West, Midlands and North East of Ireland. I can't wait to get started!"

iRadio has a weekly audience of 344,000 people across 15 counties, according to the latest JNLR figures.

McDonald's appoints new US CMO

McDonald's USA has announced Alyssa Buetikofer as senior vice president, chief marketing officer and customer experience officer.

Buetikofer is currently CMO for McDonald's in Canada and will assume her new role on 15 February, replacing Tariq Hassan who is stepping down to spend time with his family.

Hassan, who joined McDonald's in September 2021 after three years at Petco, will stay on during the first quarter to support the transition.

Buetikofer joined McDonald's in 2011 and has worked across different markets and departments. In Canada, she launched the McDonald's loyalty programme, introduced limited-edition menu items such as McCrispy and Chicken Big Mac, and enhanced the drinks menu.

“During her tenure on the US Marketing team, Alyssa was widely respected as a strong partner for owner/operators," said Joe Erlinger, president of McDonald's USA.

"She is a clear, thoughtful communicator and an experienced leader who truly embraces the critical role marketing plays in how we connect with our customers, inspire brand loyalty and grow our business.

"She’ll fit right in on our senior leadership team and will be a highly welcomed return to US marketing."

This week's AD LAB report focuses on SuperValu's 'Dinner Time Well Spent' campaign.

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

By highlighting the emotional warmth of family mealtime, and contrasting it with the disconnect we sometimes feel when technology intrudes, SuperValu’s “Dinner Time Well Spent” gently reminds us how truly meaningful shared moments can be.

Still, in what may seem to be a highly pro-social advertisement, we see indicators of the deep print this concept leaves on the audience.

For more on the results, click here.

(Pic: Getty Images)