Paul Dervan, chief marketing officer for the National Lottery, has been named Marketer of the Year for his work in creating a new strategy for the lottery with a focus on long-term branding instead of promotions and short-term gains.

Dervan was presented with the award at an industry lunch in Dublin. The award is organised by Marketing.ie and branding agency Dynamo.

Dervan joined the company in 2019 and reinstated the ‘It could be you’ slogan which had been dropped in 2013. According to the award judges, he also doubled down on creating distinctive brand assets.

"Soon after starting as CMO, Dervan undertook econometric modelling to check on the value of their advertising spend. For every €1 invested, €2.68 was returned back in profit, prompting a shift in some media channels," Marketing.ie editor Michael Cullen said.

"Dervan’s team-building exercises included upskilling, organisation on marketing effectiveness and developing the basics – starting with brand metrics, strategy and insights."

In Association with

National Lottery revenue topped €1bn for the first time last year, a 19% increase on 2019.

Aileesh Carew, director of sales and marketing at EPIC, the Irish Emigration Museum, and Loretta Dignam, founder and marketing director of the Menopause Hub, were the two other finalists in the running for the award.

The judging panel was chaired by Barry Dooley, chief executive of the Association of Advertisers in Ireland (AAI).

The judging panel also consisted of Adam Bacon, head of marketing, VHI Healthcare; Orlaith Blaney, director of corporate affairs, Irish Water; Meabh Clohosey, director of brand, marketing and loyalty, Aer Lingus; Alan Fox, vice president of central operations, FreeNow Ireland; Kevin Donnelly, managing director of Britvic Ireland; Luke Reaper, managing director, Behaviour & Attitudes; Steven Roberts, head of marketing, Griffith College; Emma Walls, commercial director, Glenisk; and Suzanne Weldon, chief marketing and communications officer, BWG Foods.

Marketer of the Year has been run since 1993 and recognises standards of excellence in Irish marketing, specifically work done in the past two years.

Photo: Paul Dervan. (Pic: Aidan Oliver)