There are a few obvious pointers when choosing the right Communications partner, a bit like your friends you don’t always have to get along with them, but good chemistry does help. And choose carefully, because with the right choice you could be together a long time.
A good agency is like a good restaurant. Same quality control, attention to detail, desire to please.
There are front of house staff; maître d’hôtels, account executives, sommeliers, planners that must have the knowledge and skill to interpret what the customer wants or needs and well as explaining the plat du jour.
There are the back of house staff; the chefs du cabinets, art directors, copy strategists, artists and writers who create and deliver the vision, excellence and ideas.
There are the chefs de partie, managers, expediters, traffic and production teams who ensure that the right message and work gets delivered to the right table on time.
Supporting all are the supervisors, cashiers, accounts and receptionists required in any business to ensure smooth operation and accurate billing.
On top of that the suppliers – Butchers, Fruit and Veg merchants, the Media, Fishmongers, Production Companies, Wine Merchants, Contractors, etc. – are equally important to ensure that all the ingredients are of the finest quality and in season.
All must play their part. Good food or Creativity will compensate for bad service, but consistently bad food or Creativity will never be overcome by great service, weakness in one area will impact on another and detract from the overall experience. Just as you can tell how passionate a good Restaurant is about the package when you walk in, you can sense a good (or bad) agency almost immediately.
Are they in the right time at the right place – for you. There’s no point going to the flashiest designer or Michelin starred restaurant if you just want a logo to fit in with existing brand identity or a Hamburger. Likewise you don’t go to blunt pencil design or a food stall if you need a corporate make-over or wedding catered for. Trust your own instinct as you would a good chef.
Can they manage all or some of your needs? Are you looking for a one-stop shop or just one specific skill, a table d’hôte or à la carte. Most agencies are jacks of all trades and can provide the full service adequately. Others offer specific specialist skill sets or alternative cuisines. There appears to be recent movement back toward the set menu as opposed to the graze or buffet option. Decide on what’s best for you but don’t just go for fad or flavour of the month.
Do you have a budget? It is remarkable how flexible things have become but you still can’t expect star cuisine for diner prices. You might sometimes have a voucher or get a bargain but be realistic in your expectations of your wallet when you approach the menu and you’ll be surprised what can be achieved.
In some magical relationships you will achieve the magical trinity of quality, service and price in one restaurant or even campaign. Mostly though it stands to reason that you need to decide which two of the trinity you need to achieve, and balance your needs and expectations accordingly. Be clear in your particular dietary needs as they will dictate your future partner’s approach.
And remember. Never sign off on or order something you’re not comfortable with. It’s a sure recipe for disaster.
This article published in the Sunday Business Post on February 16th, 2014
Article for the September issue of Ireland’s top Grocery Trade Monthly, Retail News
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Key trends in Packaging Design for the July/August issue of Ireland’s Top Grocery Publication.
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How to build equity and invest wisely – a brief guide for Retail News, the No 1 Grocery Trade Magazine.
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5G is going to become the new Distribution vehicle or #Infratecture for most products and services. If those decision makers in power could see even that short distance ahead they would roll out basic 4G across the country and stop faffing about with costly domestic fibre.
This is the Executive Summary from the 2019 GSMA Report with forecasts to 2025
5G is here: opportunity awaits
IoT: between 2018 and 2025, the number of global IoT connections will triple to 25 billion, while global IoT revenue will quadruple to $1.1 trillion
Content: the content sector is undergoing significant transformation driven by shifting consumer behaviour, new players and changing content production and distribution models. To benefit from an unprecedented level of content consumption, an increasing number of telecoms operators are entering the content space or strengthening their
existing content offerings, through vertical integration, partnerships with OTT video service providers or creating content themselves.
Artificial intelligence: AI will be key to future business and digital transformation. It will drive increasingly autonomous and intelligent networks and improve customer experience through greater learning of customer
Devices: while their ubiquity means smartphones remain the focal point of the consumer internet economy, the range of connected devices (and therefore internet access channels) is greater than ever. In the most advanced countries, today’s digital consumers (using PCs and smartphones) will likely become tomorrow’s augmented
customers, adopting emerging technologies such as AI (via smart speakers) and immersive reality.
By the end of 2018, 5.1 billion people around the world subscribed to mobile services, accounting for 67% of the global population. A total of 1 billion new subscribers have been added in the four years since 2013 (representing an average annual growth rate of 5%), but the speed of growth is slowing. An average annual growth rate of 1.9% between 2018 and 2025 will bring the total number of mobile subscribers to 5.8 billion (71% of the population).
Of the 710 million people expected to subscribe to mobile services for the first time over the next seven years, half will come from the Asia Pacific region and just under a quarter will come from Sub-Saharan Africa.
Download the full report GSMA_2019_Mobile_Economy_Report
Press release from PWC on Digital Spends in Ireland.
The latest IAB / PwC Online Adspend Study has revealed that spending on digital advertising in Ireland grew to €574m in 2018. Digital advertising spend in the Irish market reached €574m last year according to the results.
Display advertising grew by 18% to €250m in 2018, this growth was driven by social with a 31% growth rate year on year, and video with a 34% growth rate year on year.
Search advertising grew by 17% in 2018 with an advertising spend of €286m and a share of 50% of the total Irish digital advertising market.
Classified advertising online performed strongly with a 10% growth rate year on year and a 7% share of the total 2018 online advertising spend at €38m.
The IAB has been working with PwC since 1997 to survey the value of online advertising spend in Europe and North America.
Commenting on the study results, Shane Nolan, chairman of IAB Ireland Board and director of New Business Sales EMEA at Google said: “Ireland’s 2018 digital Adspend of €574m reflects a strong 17% growth rate in our market. IAB Ireland and its members are focused on maintaining this positive momentum and building a sustainable future for the Irish digital advertising industry.”
Suzanne McElligott, CEO IAB Ireland added: “The IAB PwC Online Adspend report is one of our most important projects with the annual announcement of results anticipated by the industry. With the introduction of IAB Brand membership in 2019 we are dedicated to developing outputs to assist advertisers in maximising their digital knowledge and expertise as well as driving cross industry collaboration to the benefit of the Irish digital ecosystem”
Commenting on the survey results, Nuala Nic Ghearailt, manager, PwC, added: “The digital advertising market in Ireland continues to show a robust growth level of 17%, which is driven largely by increased spend on search, particularly mobile search, VoD and social media. The increased use of programmatic trading in the Irish market also supports increased efficiencies of targeting, buying and reporting.”
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Nice infographic with this and other desk research from the IAB. Source: https://iabireland.ie/
- 93% of Irish consumers own or have access to a smartphone.
- 97% of people have access to some form of mobile phone (smartphone/phone).
- The number of +65 year olds with access to an e-reader has increased from 30% to 45%.
- Access to tablets among the 65+ market has grown from 57% in 2017 to 70% in 2018.
- 82% of consumers have access to a connected device.
- 33% of Irish consumers use their smartphone to monitor their fitness levels.
- 81% of Irish people consider the quality and coverage of their mobile network’s data coverage to be very important
- 76% of Irish 18-24 year olds have a “pay as you go” contract.
- 68% of Irish consumers use their phones to check their personal email at least once a day.
- Irish smartphone users look at their phones 55 times a day on average.
- 13% of Irish people admit to checking their phones over 100 times a day.
- 56% of Irish smartphone users think they use their phones too much against 39% in the UK.
- 79% of Irish people use their smartphones for work related business activities.
- 73% of people have used mobile/online banking on their phones (5% increase on last year)
- 39% of Irish people regularly use fingerprint recognition to unlock their device and authorise transactions.
- 68% of 18-24 year olds watch live videos or stories on social media on a daily basis.
- 27% of people stream a film or TV series at least once a week.
- 87% of consumers are concerned about how online companies share their personal data with third parties.
Mobile Consumer Survey 2018 report
About the research
The Irish cut is part of Deloitte’s Mobile Consumer Survey – sample for Ireland covering over 1,000 respondents aged 18-75.