DIT graduates celebrate at the All Ireland Marketing Awards 2017
15 May 2017
The Marketing Institute of Ireland announced the winners of the All Ireland Marketing Awards 2017 at a gala dinner in Dublin’s Clayton Hotel, Burlington Road on the 12th of May, attended by almost 900 marketing leaders and professionals in Ireland.
DIT's College of Business Dean and Director, Dr. Katrina Lawlor, who attended the prestigious event was proud to see many graduates from the School of Marketing in attendance, along with a celebratory wins for four past students accepting an All Ireland Marketing Award for successful marketing campaigns and achievements.
The International Marketing Award was presented to BFree Foods, the wheat and gluten free food range, for it’s successful expansion into the U.S. The award was accepted by Alex Murphy, General Manager of BFree Foods who studied International Business and Languages at DIT College of Business. Having launched in late 2011, the firm has grown strongly each year as it rapidly expands into new international markets, culminating in a sharp uplift in performance over the last year, being particularly successful in the US. The key challenges tackled in 2016 centred on distribution expansion and brand awareness, and these drew an intense and determined focus to crack them during the year, assuring the continued growth path. Tailored localised campaigns and an effective digital strategy has increased global brand awareness, and major distribution channels were opened and expanded.
Vodafone Ireland collected the Sponsorship Management Award for their strategic #TeamofUs campaign in partnership with Irish Rugby. Gerry Nixon, who studied Marketing at DIT represented Vodafone Ireland as Senior Sponsorship and Engagement Manager. Vodafone’s partnership with Irish Rugby is a strategic sponsorship win for the brand, and activation across all touchpoints had to be flawless. Extensive consumer and player research, global best practice evaluation, insight-led planning and world-class Irish creativity went into the development of the strategy that is #TeamofUs - with the aim of creating a uniquely ownable sponsorship platform that would inform and build the partnership. Vodafone is all about connecting people, and this new, innovative, real-life platform, combined with world class activation across multiple touchpoints, has already delivered significant positive impact on brand metrics.
As Head of Marketing at Irish Life Health, Liz Rowen, who also is a graduate of Marketing from DIT, accepted the Integrated Marketing Award on their behalf. In just five months, Irish Life Group integrated three corporate brands and cultures behind one new force in health insurance, Irish Life Health. Despite launching an entirely new brand into a low interest, highly regulated category, the Irish Life Health brand is experiencing customer growth. The integrated brand campaign, which was supported by DDFH&B, has met all the business and marketing objectives set by the business and brand team. Spontaneous awareness and brand consideration scores are at least on a par with longer-established health insurance brands. The business has experienced positive customer growth for every month since launch.
Shane McGonigle, who studied Marketing at DIT College of Business represented MyComplianceOffice as Chief Customer Officer and collected the award Small Business Marketing Award for their insight-led strategy focused on the buyer, not the seller. A slump in new sales for the first time in its history led to a strategic review at MyComplianceOffice. In response, a companywide team effort delivered an insight-led strategy focused on the buyer, not the seller. The marketing assets were regrouped under one contemporary brand and marketing technology was deployed to deliver efficiencies. With limited budget, content was created to distinguish the brand in the market. With a small marketing budget, the team cut the customer acquisition cost, created more sales opportunities than the firm ever had, converted more of them, for more money, and did so for less per dollar earned.