Marketing & Media:Marketers in Ireland are increasingly following international trends by adopting a greater interest in online advertising with increased spend this year on search, display and classified internet campaigns. On the back of increased broadband penetration nationally, industry leaders are predicting a 25 per cent jump in digital budgets for 2007.
Shenda Loughnane, managing director of the Ican online agency, said the web display market in 2006 was worth about €12 million, with search and classified campaigns valued at a further €20 million. "At this level of spend," Loughnane said, "online advertising is expected to account for about 2 per cent of total media spend, eclipsing cinema. Many websites were actually sold out for the first time this month."
Ms Loughnane said that although the finance and telcom sectors will dominate again next year, there are indications that marketers of consumer goods will pay more heed to digital media.Car marketers are expected to spend €2.7 billion, or 15 per cent of online ad spend next year.
WPP investment arm Group M predicts £160 million (€237 million) online growth next year, prompted largely by consumer goods marketers embracing digital media.
Below the line
While the number of advertising agency selection companies in Ireland has grown considerably in recent years, there has been a relative dearth of marketing consultancies to help clients source expertise in promotions, public relations and direct marketing - the areas often referred to in the industry as below the line marketing services. So it comes as little surprise to see two experienced marketeers are now hoping to fill the potential gap. Marketing Choice has been set up by two former agency owners, Deborah Martin and Rosemary Simmons, to provide independent advice in agency selection, retention and strategic input on a project basis.
Pitch activity
Fáilte Ireland hopes to have a result soon on its current run of agency pitches. The tourist board's John Concannon is seeing creative presentations from DDFH&B-JWT, Irish International BBDO, McConnells, Rothco and the incumbent, McCann Erickson.
Five agencies are vying for the media, namely Carat, MCM Communications, Mindshare, OMD and the incumbent, Universal McCann.
Meanwhile, AIB will decide between McCann Erickson, Ogilvy, Rothco and the incumbent, McConnells, for creative work.
Owens DDB and its Mediaworks division have been awarded the National Action Plan Against Racism by the Department of Justice.
The account had been with Irish International BBDO.
Multicultural site
A website for Ireland's estimated 400,000 immigrants will be launched in February with 10 languages. Vaveeva.com, the brainchild of Maxine Brady of Max Films, is currently live in Polish and Chinese and provides a survival guide for foreign nationals in Ireland.
Christine Donaghy, a founder of Conduit, Ruán Magan and Bobbie O'Reilly of The Farm post production company are also investors.
Snack attack
Agencies were briefed this week by Largo Foods on Tayto advertising. Will Largo want to spice up Mr Tayto in the same way it urged Chemistry to produce the "She's Only After One Thing . . ." posters for Hunky Dorys crisps?
Chemistry is one of the five agencies in pursuit of Tayto, along with Cawley Nea\TBWA, DDFH&B-JWT, McCann Erickson and Publicis QMP.
Michael Cullen is editor of Marketing, Ireland's marketing and media monthly
