A team representing DAN Ireland (Dentsu Aegis Network) wins NewsBrands Ireland 2017 Power of Press Media Planning competition.
A team from agencies representing Dentsu Aegis Network (DAN) Ireland has won the annual NewsBrands Ireland Power of Press planning competition which was held in Dublin’s Filmbase this week.
A total of 14 teams of young media planners (with three years’ experience or less) from Ireland’s leading agencies participated in the competition to devise strategies designed to showcase the range and effectiveness of the various print and online platforms that make up NewsBrands Ireland.
Teams had just a few short hours to prepare their strategies and plans whilst representatives from the various NewsBrands Ireland advertising departments were on hand to provide information about their products and answer questions.
Each team was then given just five minutes to present to the judges Ruth Payne, media director Javelin; John Gildea, Director, Owens DDB and Ann Marie Lenihan, CEO NewsBrands Ireland.
The teams were judged on the basis of five criteria: Interpretation of the Brief; Strategic Thinking; Best Use of the Medium; Use of Budget; and Presentation Skills.
The winning strategy from Dentsu was devised by Haylee Rowan (DAN Trading team), Laura Murphy (Vizeum), and Conor McCooey (Carat Ireland).
With a budget of €500,000, the team devised a plan for the fictitious NGO, Clean Water Charity. The creative brief outlined the charity’s struggle to capture the imagination of younger generations and its recent decline in collections and volunteers. The core objectives of the brief were to increase awareness for their collections amongst all adults and to gain a new affinity with the younger demographic of 18-30.
According to judge Ruth Payne, “DAN Ireland demonstrated a great understanding and interpretation of the brief and presented really clever and innovative ideas which clearly met the campaign objectives. The judging panel were impressed by the team’s use of multimedia native partnerships, paper takeovers, print inserts and quirky event partnerships with a range of well selected news titles.
