Adworld

The latest episode of The Irish Marketing Podcast has dropped and in this week’s podcast we talk to Michelle Spillane, Managing Director of Online at Paddy Power (Flutter UK&I) and the Marketing Institute’s National Marketing Champion for 2027. In conversation with Daryl Moorhouse, Spillane talks about building distinctive brands, responding to popular culture and giving creative teams the freedom to act.

Out of Home (OOH) agency Talon, in partnership with EssenceMediacom, part of WPP Media, Boots Ireland and participating media owners, have launched a nationwide OOH campaign in support of Boots’ new brand platform, “Give It Some Boots”. Designed to reach consumers at key moments along the path to purchase, the campaign combines high-impact special builds, contextual placements and programmatic OOH to bring the platform to life beyond the store environment.

Goosebump has created a new campaign for Johnston Mooney & O’Brien’s Goodness of Both bread, using a familiar family game to highlight the competing preferences parents face in the bread aisle.

Too many media plans rely on imagined customers and broad demographic labels, producing similar strategies that struggle to stand out. Fiona Field, founder of Seventh Wave, argues that brands should focus on real buyers and the moments that create new demand to make their budgets work harder. Sophie loves Pilates, lives in Sandyford and is digitally savvy. She appears on more media plans than you’d think, and yet she doesn’t even exist.

Aaron Poole, Marketing Insights Manager, PML Group, with this week’s Out \ Look on Out of Home Sky is backing the launch of new Sky Original drama WAR with a multi-format OOH campaign spanning 48 Sheets, 6 Sheets and T-Sides, alongside a Lift Doors special at Dundrum Town Centre.

The Irish Red Cross has launched a national fundraising and awareness campaign developed by OLIVER Ireland, asking people to turn the extra hour gained when the clocks go back into support for its volunteers. ‘A Million Minutes’ highlights the one million minutes contributed each month by more than 3,400 volunteers across 73 branches. The campaign invites people to undertake a sponsored one-hour activity, such as walking, running, cycling or swimming, when the clocks go back on October 25.

(l-r) Conor Forkin, Head of Production, Simply Social; Maud O’Callaghan, Managing Director, Simply Social; Niamh O’Shaughnessy, Digital Marketing Manager, Bord Bia; Barry O’Donovan, Business Director, Simply Social and Alice Cuffe, Creative Lead, Simply Social. Bord Bia has appointed Simply Social as its lead social content agency following a competitive tender process.

The Public House has been appointed to develop the NSPCA’s 2026 Christmas fundraising campaign following a competitive pitch. The independent creative agency will lead the campaign’s creative strategy and development, with activity due to launch across social, digital, radio and out-of-home channels at the end of October. The campaign will seek to raise awareness of the animal welfare organisation’s work and encourage donations during one of its most important fundraising periods.

Advertising and marketing communications graduate Princess Ogunbanwo has been named the 2026 Breakthrough Scholar under the programme run by THINKHOUSE, Technological University Dublin’s Enterprise Academy and student accommodation provider Yugo. Now in its sixth year, the scholarship provides a fully funded postgraduate degree at TU Dublin, paid industry experience with THINKHOUSE and free student accommodation with Yugo for the academic year.

Goosebump has created a campaign for Johnston Mooney & O’Brien’s new Protein Bread, using humour to position the product as a simple alternative to complicated health trends. Called ‘Live Better. One Slice at a Time.’, the campaign runs across video on demand, social, radio and out-of-home. The film centres on an enthusiastic office worker recounting a weekend packed with wellness activities to a colleague who simply wants to enjoy her sandwich.