BRAND EXPERIENCE INCLUDES
DIGITAL-FIRST CREATIVE STRATEGY FOR THE WORLD'S FAVOURITE IRISH WHISKEY
Working with the Jameson suite of brands for over 5 years while working agency-side and freelance, I helped this brand to reach the global status of 'Ireland's no. 1 Whiskey' (IPSOS)
I worked closely with the Premium brand team, with brands like Jameson Black Barrel to re-develop their multi-market brand and comms approach according to the new rules of Luxury culture; tapping into shared values of Millennial and Gen Z designer brand advocates.
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MY WORK INVOLVED
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Cross market cultural research
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Youth-centric insights programme
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Creative strategy rooted in new premium brand culture cues
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Brand fundamentals revamp
CULTURAL STRATEGY; PARTNERING WITH CREATIVE CULTURE'S MOST ICONIC BRAND
Working with Absolut Ireland and EU agency-side over the course of 3 years, I helped the brand grow market share and brand equity.
I did this by developing insights-led comm activity including; the biggest ever Pride Media sponsorship in Ireland, Absolut's Clubbing Council integrated activation & the 'Made to Mix' brand comms platform.
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MY WORK INVOLVED
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Cross market cultural research
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Youth-centric insights programme
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Creative strategy rooted in new premium brand culture cues
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Brand fundamentals revamp
BRAND POSITIONING & CATEGORY INSIGHT THAT TOOK ON THE GO COFFEE TO THE NEXT LEVEL
Over 5 years working with Musgrave agency-side, I worked with the Innovation team to develop the brand's creative strategy, insights programme and comms planning. In the case of Frank and Honest Coffee, I leveraged the creative Fame model; keeping the brand top of mind and engaged with by on-the-go consumers. This approach helped the brand reach 'No. 1 OTG coffee brand' and 'most sustainable coffee brand' in the Irish market in 2022 / 2023.
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MY WORK INVOLVED
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Hot drinks category research
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OTG / Shopper / Retail consumer insights programme
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Creative strategy rooted in sustainability behaviours
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Brand strategy & long-term planning (3-5 years)
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Comms planning
BORROWING CUES FROM MUSIC CULTURE, TO POWER ENERGY DRINK BRAND SUCCESS
Working with Lucozade Energy (as part of an agency partnership with Suntory Beverage & Food GB &I) for over five years in Ireland and the UK, my work spanned insights, research, product research and strategy.
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The results from this work have been category-breaking; helping them achieve Lucozade Energy's status as Ireland’s no. 1 Energy Drink (Checkout Top 100 Brands 2022, NielsenIQ) while also topping the soft drink category in Ireland as the no. 1 soft drink in Ireland (*March 2023, more units sold YTD than any other soft drinks brand.) As a Retailer, they achieved category recognition in 2023 by winning "Marketing Campaign of the Year" in the ShelfLife National C-Store Awards in November.
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MY WORK INVOLVED
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Music culture and energy drinks research
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Shopper insights programme
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Creative strategy rooted in socialising behaviours
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Brand strategy & long-term planning (3-5 years)
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Comms planning
DEVELOPING TOLL CREATIVE CAMPAIGN USING BEHAVIOURAL ECONOMICS
Working with eFlow (Ireland's M50 tolling contractors) for over 4 years while agency-side, I developed a creative strategy to drive memorability through standout comms. In developing the comms platform ‘The Director’s Cut’ in 2020, I applied behavioural economic principles to reframe eFlow as a brand that delivers better lifestyle outcomes - rather than a recurring functional charge that customers want to forget about. This allowed eFlow to 'live' in a more playful lifestyle space; we created a platform that reimagines multi-genre movie posters and used media and entertainment cues as a way to educate drivers on how to pay their tolls in a positive, lifestyle-affirming way.
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MY WORK INVOLVED
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Travel / driving category research
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Banking / Finance Tax thematic consumer insights programme
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Creative strategy rooted in memorability
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Brand strategy, iterative development across 4 years of comms
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Comms media planning
HELPING A CATEGORY LEADER STRATEGICALLY IDENTIFY WHAT MAKES THEM ICONIC
Working agency-side in a freelance role, I assisted Cayman Jack in a creative process to identify the brands 'secret sauce' - and how to further evolve it, in the midst of a highly competitive RTD US market (ready to drink).
Using applied creative strategic processes, I worked alongside the brand team to help identify their 'North star' - to guide brand behaviours now and into the future.
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MY WORK INVOLVED
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Margarita / RTD audience behavioural research (US)
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Creative Workshopping management & hosting
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Creative stimulus development
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Brand fundamentals identification
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Brand strategy & long-term planning (3-5 years)