On Thursday 27th August, over 700 industry leaders tuned into a live online seminar, Branding – Vital for Ireland’s Economic Recovery, jointly hosted by The Institute of Directors in Ireland and IAPI. It was sponsored by The Irish Times and expertly produced by This is Catapult

The exceptional line-up of speakers included David McRedmond, CEO, An Post; Elaine Carey, Chief Commercial Officer, Three UK & Ireland; Paul Kelly, CEO, Fáilte Ireland; and Rory Hamilton, Chief Creative Officer, Boys + Girls. The event was moderated by Charley Stoney, CEO, IAPI.

All speakers urged other leaders to take the widest view of their brand and not to abdicate responsibility to the marketing department alone but to make their brand health an executive and financial imperative. Elaine Carey put it very succinctly when she said “Brand is business. Build your brand. Build your bottom line.”

The speakers were selected due to the inspiring nature of their brand journey in the past number of years and especially throughout Covid-19. All agreed that their passion for bringing brand into the heart of their business strategy has had a hugely positive impact on their organisation’s financial health, despite the obvious recent challenges.

In addition, all the speakers agreed that doing the right thing by the Irish public and consumers has not only been a huge boost to the internal team’s morale but it has positively impacted their business commercials.

Paul Kelly, CEO, Fáilte Ireland kicked off the keynote speeches with a superb example of “Ireland before organisation”. At the outset of Covid-19, he sat down with his team and agency, Rothco -Accenture Interactive to determine how they could help out in this crisis. This resulted in the very speedy creation and production of two ads made for the HSE which helped to get the country behind the lockdown and educated about safety protocols. At the time, Paul felt it was inappropriate to make these efforts public so many in the audience were unaware that this initiative was provided by the Fáilte Ireland team.

Paul went on to urge other leaders to think strategically about the role their brand and organisation plays in our economic recovery. He believes that brands “belong to your customers” and as a CEO, you need to see yourself as the “custodian of your brand”. Giving us an insight into the strategic thinking that went into the development of Ireland’s regional brands such as Wild Atlantic Way and Ancient East, he clearly demonstrated how important it is to merge the business and the brand strategy as one.

Elaine Carey, Chief Commercial Officer, Three UK & Ireland and Rory Hamilton, Chief Creative Officer, Boys and Girls, combined to tell the two part story of Three’s brand journey over the past number of years. “I knew the executive team in Three had bought into my brand ambition when they agreed to the island project on Arranmore. That was a turning point”, says Elaine Carey. “The emotional connection and trust we have built up with our customers does reflect directly on the commercials. We measure everything so we know that, The Connected Island resulted in a 23% increase in Connected Solutions Sales year on year.”

“This level of buy-in from the Board enabled Boys + Girls us to deliver on the island project and to remotely produce a standout piece of brand communications for Three in the early stages of the lockdown. The Ad, known as ‘Monster’ is one of the nation’s favourite ads of 2020 and was even the subject of a priests’ sermon who spent 15 minutes discussing the 30” film”, commented Rory Hamilton. “That’s the power of emotional connection and brand entertainment when it is rooted in the brand’s purpose and completely authentic.”

David McRedmond, CEO, An Post, urged Irish business leaders to use the crisis as an opportunity to test the muscle power of their brand and to use the “remarkable, unparalleled talent available in the media and creative industries in Ireland”. He believes “great brands are born or revived in a crisis. A crisis gives an organisation a burning platform on which to reinvigorate the entire organisation.”

His passion for brand power came through loud and clear so it is no surprise that he has been able to turn the business from a loss making state organisation to a profitable, highly commercial business. “Having an executive team who all believe in what the An Post brand stands for helps bring our brand purpose, tone and values throughout the organisation.” David clearly believes that if you look after your workforce top to bottom you have your biggest brand advocates.

“Our brand isn’t ours – it belongs to the country to be proud of. We must leave no-one behind. We are in Ireland, of Ireland”, stated David when discussing the Address Point initiative for the homeless that An Post launched in 2019 as well as implementing the zero emissions policy for all An Post delivery vehicles in Dublin.

In summary, the event was inspiring and hopeful and gave Irish business leaders a path to follow in planning their own recovery and collectively, our country’s recovery.

The recording of the live session will be available for playback on the IAPI website on Monday afternoon.

Our exceptional line up of Speakers
Our exceptional line up of Speakers
David McRedmond
David McRedmond
CEO, An Post
Paul Kelly
Paul Kelly
Chief Executive, Fáilte Ireland
Elaine Carey
Elaine Carey
Chief Commercial Officer, Three UK & Ireland
Rory Hamilton
Rory Hamilton
Chief Creative Officer & Founder, Boys + Girls
Charley Stoney
Charley Stoney
Moderator, CEO, IAPI

Latest News

Latest from IAPI

Effie Awards Ireland Announce Jury for Round One
Effie Awards Ireland Announce Jury for R...
Effie Awards Ireland

May 5, 2021

IAPI Leaders Pulse Survey - Outlook 2021
IAPI Leaders Pulse Survey - Outlook 2021
News

IAPI Leaders Survey shows growth in Q1 and a positive outlook for 2021

May 7, 2021

Female Futures Fund Bursary receives tremendous interest from applicants.
Female Futures Fund Bursary receives tre...
Diversity and Inclusion

IAPI have received nearly 60 applicants as the judging process gets underway.

May 7, 2021

Core Creative develop new KFC campaign focusing on home delivery
Core Creative develop new KFC campaign f...
News

Core Creative collaborates with photographer Liam Murphy on the OOH and social media campaign

May 6, 2021

Irish Clubbing Documentary by THINKHOUSE to feature in V&A Dundee exhibition
Irish Clubbing Documentary by THINKHOUSE...
News

Thinkhouse X No More Hotels mini doc included as part of ‘Night Fever: Designing Club Culture’ exhibition

May 6, 2021

Orchard Thieves Cider launches Scan The Fox across Ireland
Orchard Thieves Cider launches Scan The ...
News

As the nation gears up for the outdoor reopening of pubs in June, Orchard Thieves Cider reveals a new interactive platform for Irish consumers

May 6, 2021

Rothco, part of Accenture Interactive Launch Summer Campaign for Woodie’s
Rothco, part of Accenture Interactive La...
News

One Adorable Little Homemaker Finds a New Best Friend in Summer Campaign for Woodie’s by Rothco, part of Accenture Interactive

April 30, 2021