McCannBlue has picked up as number of new accounts. The agency, which is headed up by Orlaith Blaney, has won both the creative and digital accounts for Dublin Business School as well as winning the tender for a campaign to promote the use of folic acid which is being rolled out by safefood.
Set up in 1975, Dublin Business School is the largest independent third level college in Ireland and is owned by the US educational company Kaplan, a subsidiary of The Graham Holdings Company.
“We are excited about the opportunity presented by working with a renowned agency such as McCannBlue. In our 40th year of operations it is especially important that we leverage our key position as Ireland’s largest independent college, “says Eimear Kearney, marketing manager for Dublin Business School.
Jessica Mitton, Head of Client Service at McCannBlue added; ‘’Winning the DBS accounts, across these disciplines is a fantastic testimony to the business model at McCannBlue. We don’t isolate or separate digital thinking from advertising, instead, we focus on building the brand across all touch points. These pitches allowed us to show DBS how we would fully integrate both the website, social and digital activity with the advertising to drive the overall brand idea”.
McCannBlue collaborated with the media agency Initiative on the media planning and buying part of the account.
The agency will also work with safefood on the roll out of a new campaign promoting the use of folic acid amongst expectant mothers following a mini-tender for the campaign and the campaign will go live in the next month. McCannBlue currently leads the Childhood Obesity campaign for safefood.
“This was a challenging project as women see folic acid as something they need to take only if they are planning a baby, however, 1 in 2 pregnancies are unplanned, so we need to shift the consumer mindset and get women to take folic acid as a regular dietary supplement. Our campaign will be lead by Facebook and Twitter activity and supplemented by media partnerships and POS. We have developed content to both educate and entertain our target and really dispel the misconceptions around taking folic acid,” says Karen Muckian of McCannBlue.
Fiona Gilligan, Director, marketing and communications, safefood said “We’re very aware and concerned about Folic Acid which is an important public health issue for all women of childbearing age. To address this, we’re developing a digital & social media awareness campaign with McCannBlue to promote to women the preventative merits of taking folic acid and how that can help protect babies from being born with conditions like spina bifida. We’ve also just commissioned a piece of all island research to examine folate levels in women in our target audience and in so doing, build up a picture of the sources of their folic acid and how much they are getting.”
