New data signals Gen-Z’s role in Ireland’s cashless future

The latest figures from Bank of Ireland may be the strongest signal yet that marketers can no longer ignore Generation-Z when it comes to the future of money. In 2017, contactless use among their customers grew 140%, amounting to an additional 2.25 million transactions on the previous year. This is a huge change from 2015 when … Continue reading New data signals Gen-Z’s role in Ireland’s cashless future

Experimentation: playing with data & embracing failure

Earlier in our series on experimentation as strategy, we looked at conducting social experiments, trying out new products and exploring new technology. In our final post, we look at two more approaches – playing with data and the importance of embracing failure. Play with data Compare the Meerkat By now, everyone knows Alexandr the Meerkat, spokesperson … Continue reading Experimentation: playing with data & embracing failure

Won’t somebody think of the penguins? Achieving cut through in a high spend category

We were delighted to bring our our view on cutting through the media clutter at the AAI’s Toolkit Seminar last February. In the first part of his presentation, Group Strategy Director, Shane Doyle, discusses where all this media clutter is coming from, how it’s evolving and how context will become one of three key tactics to cut through to … Continue reading Won’t somebody think of the penguins? Achieving cut through in a high spend category

The battle for our soles – product innovation as communication

It’s often been said that if brands want to better understand their customers, they need to walk a mile in their shoes. But two recent campaigns have done the exact opposite: brands are inviting people to walk in their shoes. Literally. With the trend towards using product innovation in the battle for consumers’ souls, two non-footwear brands have turned to shoes as their … Continue reading The battle for our soles – product innovation as communication