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

dmg media has announced a new data partnership with Ireland’s new health Insurance provider, Level Health, who will become the exclusive health insurance partner for dmg Pulse Polls.

This collaboration brings together Level Health’s innovative approach to health insurance with dmg media’s market-first, data-led audience targeting solution—dmg Pulse Polls.

The platform enables two-way communication between brands and users, capturing real-time, first-party intent signals from individuals actively considering purchase decisions.

Through this exclusive partnership, Level Health will gain access to rich, health insurance-specific data collected via Pulse Polls.

Karl Byrne, Group Head of Sales at dmg media, commented on the partnership: “We’re thrilled to welcome Level Health as our exclusive Health Insurance Partner for Pulse Polls.

"This collaboration showcases the power of first-party intent data in delivering smarter, more personalised campaigns. It’s a great example of how brands can connect meaningfully with consumers at key decision-making moments.”

Barbara Duffy, Head of Marketing & Customer Experience, Level Health, added, “At Level Health, our mission is to make health insurance simpler, smarter, and more relevant to people’s lives.

“Partnering with dmg media allows us to engage directly with consumers at key decision-making moments, using real-time insights to truly understand their needs and deliver solutions that put them first.”

Lidl sells 13m LGFA milk cartons

Lidl Ireland has sold more than 13m cartons of milk bearing images of inter-county ladies gaelic football players over the past year.

The retailer said the campaign had delivered "a powerful boost to player visibility where athletes are seen, recognised, and celebrated at kitchen tables in homes across the country."

The campaign was launched last July after Lidl found that less than one in ten Irish people could name an Irish female sporting star.

The company also found that 42 per cent of the Irish public would be more likely to attend a female sporting event if a high-profile player were participating.

Lidl is now encouraging the public to attend TG4 All-Ireland Ladies Football Finals taking place this Sunday in Croke Park, were it will host a fan zone with activities for families, live music, competitions, games and giveaways.

The firm has committed more than €10m to developing and promoting ladies gaelic football since 2016 and launched its 'Get Behind The Fight' campaign to drive attendances last year.

"At Lidl, we have been committed to raising the profile of these incredible athletes year-round with impactful campaigns such as our milk cartons so that, when these big moments happen, the public knows the player’s name, recognises their talent and celebrates their achievements," said Eimear O'Sullivan, corporate affairs director for Lidl Ireland and Northern Ireland.

"This weekend, these women will compete at the highest level of their sport, they deserve packed stands and roaring crowds as they represent their communities and counties. I’m asking everyone to get behind the fight and show up for these players in Croke Park.”

Folk VML launches 'Racing Runs in Us' campaign for HRI

Folk VML has launched a new integrated campaign for Horse Racing Ireland (HRI) based on a new brand platform titled 'Racing Runs in Us'.

The campaign is meant to reposition horse racing not just as a sport, but as a deep-rooted expression of Irish culture, community and heritage.

Horse Racing Ireland and Folk VML are seeking to reconnect the public with the often-unseen presence of horse racing in everyday life by blending evocative visuals and authentic soundbites from voices within the sport.

The campaign went live on Monday (July 28) and spans television, radio, out of home (OOH) and digital channels.

The campaign was developed by Folk VML, led by creative partner Karl Waters, and directed by Lorcan Hynes.

“We set out to create a campaign that doesn’t just show racing it feels like racing," said Waters.

"Through a mix of ambient sound design, reflection-based visuals, and unscripted voices from the sport, we built a world where horse racing isn’t just seen, it’s felt. It’s all around us and it runs in us, as a country.”

Redmond takes up government communications role

Robert Redmond has started work as a communications specialist for the government after leaving JOE.ie.

Redmond joined SportsJOE.ie as an intern when the site launched in 2014 and spent eight years with JOE Media Group in total, bookending a stint as editor of Pundit Arena from 2019 to 2021.

He rejoined SportsJOE.ie as site editor in November 2021, a position which he held until his departure, and also worked as senior editorial lead for JOE.ie during his final three years with the company.

"I always wanted to be a sports journalist, and while I didn’t get to do everything I wanted to do, I got to do more than I ever thought I would," Redmond wrote on LinkedIn earlier this month upon leaving JOE.

"The job led to me covering the Ireland team, appearing on TV, producing a football podcast, lecturing in sports journalism, and writing a book.

"I got the chance to work alongside some brilliant people too, something I’ll always be very grateful for."

Redmond has been published in the Guardian and These Football Times, and he has a Master's from UCD in sports history. He also co-authored Rebel Heart, the autobiography of the former Cork City manager John Caulfield.

Kane to produce Tubridy Q102 show

Max Kane has been made producer of Q102's The Ryan Tubridy Show on Sunday.

Tubridy's weekday mid-morning programme is broadcast on Virgin Radio in the UK and simulcast on Q102, but his Sunday programmes airs in Ireland only on Q102 and sister stations Cork's 96FM, LMFM and Live 95.

"Delighted to be part of the team on this one! Another fantastic project on the side," Kane wrote on LinkedIn. "I’m happy to share that I’m starting a new position as Producer of 'The Ryan Tubridy Show on Sunday' at Dublin's Q102!"

Kane joined FM104, part of the Onic group with Q102, two-and-a-half years, acting as cover producer for shows such as The Strawberry Alarm Clock and presenting Select Irish.

During his radio career, the Trinity College graduate has also worked for East Coast FM and Pride Vibes Radio.

When humour meets habit: OUTsurance is rewiring the insurance conversation

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

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

OUTsurance’s "Insurance Therapy" campaign flips the switch on traditional insurance advertising by parodying the emotional baggage consumers often carry around their providers.

Framed as a group therapy session, the ad doesn’t push product specs or premiums, instead, it offers catharsis.

Through comedic exaggeration and sly scripting, it reframes switching insurers as an act of self-care.

Crucially, the opening shot sets the scene with just enough contextual clarity to facilitate interpretation of the humour that follows.

In just a second, the audience is primed: this is therapy, but for your insurance problems.

To find out more about this advert and how viewers react to it, CLICK HERE

Photo: Photo: Karl Byrne, Group Head of Sales at dmg media, Jenny Behan, Corporate Business Manager, Level Health, Barbara Duffy, Head of Marketing and Customer Experience, Level Health and Karl Tracey, Agency Sales Manager dmg media