Soft drinks brands underestimate online advertising

Online advertising for soft drinks brands is almost three times more effective than marketers believe, according to fresh research by the Internet Advertising Bureau (IAB).

The study, which examined advertising campaigns for four major soft drinks brands – Coke Zero, Coca-Cola, Pepsi Max and Powerade – found that marketers devote an average of 8.5% of their total media budget to the web despite the fact that it contributes 24% to total brand engagement.

It also showed that TV and press advertising are the strongest drivers of brand engagement, contributing 43% and 32% respectively.

Other findings from the survey, conducted by aevolve, showed that consumer engagement with soft drinks brands is determined by five factors: taste (43.2%), affinity (35.3%), differentiation (9.4%), salience (2.6%) and health (8.8%).

Guy Phillipson, chief executive of the IAB, said: ‘Combining TV and print with online display ads is a powerful, proven method for delivering higher returns on investment. Striving for resonance is also a powerful driver of brand engagement and ultimately sales. We hope that this study will convince more FMCG marketers to allocate greater budgets to online.’

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The St Patrick’s Festival are looking for volunteers to help coordinate the various events taking place on the festival week. It is a great opportunity to gain first hand experience on a large-scale event.

Task Descriptions:

ARTIST LIAISON: Reporting to the production manager. To chaperone and facilitate international artists for their performance and visit.

DRIVERS: Reporting to the production Manager. Must be over 25. Must hold a valid driver’s license.

PERFORMANCE/DANCE FACILITATORS: Reporting to relevant supervisor. Must have performance experience. Working on ‘Baby Rave’ and ‘Pearl’ at the Docklands. Must be available for whole festival March 13^th-17^th.

PRODUCTION / SET UP ASSISTANTS: Reporting to relevant supervisor. Must have a certain level of fitness. Working with ‘Plasticiens Volants’ assisting backstage helping create ‘Pearl’ at the Docklands. French an advantage. Must be available March 13^th- 16^th

RUNNERS: Reporting to Volunteer Co-ordinator and Office Production staff. Available to run messages between HQ and venues. To act as stop-gaps where necessary.

STEWARDS / MARSHALS: Reporting to the relevant supervisor. Some roaming / some static placement. Working on various events such as; ‘The Parade’, ‘Pearl’ at the Docklands, the Denny ‘Treasure Hunt’ and ‘Big Day Out’ also ‘Skyfest’.

USHERS/HOSPITALITY ASSISTANTS: Reporting to Hospitality Manger. Assisting staff in ushering patrons to seating areas in venues hosting indoor and outdoor performances.

VENUE / EVENT SUPERVISORS: Reporting to Volunteer Coordinator and Event Co-ordinator. Liaising with the HQ, stage management, production personnel and the public. Responsible for the smooth running of volunteer input

Please see www.stpatricksfestival.ie for more information on this five day event or for a registration form contact-

Kathy Kinsella
Volunteer Co-ordinator
St Patrick’s Festival
St Stephen’s Green House
Earlsfort Terrace
Dublin 2

T: + 353 1 676 3205
F: + 353 1 676 3208

Brit Awards rocks ITV1 with 6.1m

The Brit Awards pulled in a solid 6.1m viewers last night as indie rock band the Arctic Monkeys went home with the two top prizes. The Sheffield band became the first to win the best album and best British group prizes two years in a row.ITV1’s live coverage of ’The Brit Awards 2008’ was watched by a 24.3% share of the audience in the 8pm-10pm slot, according to unofficial overnight figures.

This year’s awards were presented by the almost the entire Osbourne family on a night that featured performances from a string of stars who have been in the news for matters other than music.

Amy Winehouse, whose battle with drugs has been played out in the tabloid press, performed twice and Sir Paul McCartney, in the media for his high-profile divorce battle with Heather Mills, celebrated his outstanding contribution award with a medley of his hits from the 60s to the present. Other performers included Mika, Kylie Minogue, Klaxons, Kaiser Chiefs, Mark Ronson and ’X-factor’ winner Leona Lewis, who despite being nominated four times won nothing.

Channel 4’s property programme ’Relocation, Relocation’ was watched by 2.7m viewers and a 10.8% at 8pm. Including Channel 4+1, the audience rose to 2.8m viewers and a 11.1% share. ’Grand Designs’, the Channel 4 home design show with Kevin McCloud, continues to do well. It scored an impressive 4m viewers and a 16% share at 9pm. The audience increased to 4.3m viewers and a 17% share on Channel 4+1. It was matched by BBC One’s ’Crimewatch’ at 9pm, which also drew 4m viewers, but a slightly lower share of 15.8%.

Channel 4 followed ’Grand Designs’ with ’Ramsay’s Kitchen Nightmares USA’ at 10pm. The Gordon Ramsay cookery show brought in 3.2m viewers and a 17.8% share, rising to 3.5m viewers and a 19.4% share on Channel 4+1.

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IFTA Winners

The 5th Annual Irish Film & Television Awards took place at Dublin’s Gaiety Theatre on Sunday 17th February 2008. In front of an audience of 850, host Ryan Tubridy guided proceedings to honour the finest Irish talent in film and television – with The Tudors, Kings and Garage taking home the most IFTA gold.

‘The Tudors’ secured its place in Irish television history by winning a record seven IFTAs – the most any single title has scooped in the Award’s five year history. The period drama, based upon the life of King Henry VIII, won the Best Drama Series/Soap award, while actors Jonathan Rhys Meyers, Maria Doyle Kennedy and Nick Dunning were honoured for their performances. Costume designer Joan Bergin, production designer Tom Conroy and Hair & Makeup team Jennifer Hegarty & Dee Corcoran were also named winners on the night.

In the strongly contested feature film categories, ‘Kings’ and ‘Garage’ emerged as the top winners picking up five and four awards apiece. Irish language drama ‘Kings’ dominated the craft categories taking awards for Original Score, Sound and Editing amongst others, whilst ‘Garage’ picked up the Best Film, Best Director Film for Lenny Abrahamson, Best Script Film for Mark O’Halloran and the IFTA for Actor in a Lead Role Film for Pat Shortt.

IFTA 2008 proved a momentous night for writer/director team Mark O’Halloran and Lenny Abrahamson as they proved their diversity across film and television. The pair were also awarded top Awards for Script Television and Director Television for their urban drama series ‘Prosperity’ Irish language series ‘The Running Mate’ scooped the Best Single Drama award.

Young Irish actress Saoirse Ronan was another standout winner on the night scooping the Supporting Actress Film and the Irish Film Board Rising Star awards for her starring role in ‘Atonement’. In addition, Irish cinematographer Seamus McGarvey was honoured once again by his Irish peers for his work behind the camera, with the crowd wishing both Ronan and McGarvey the best of luck at the Oscars later this month.

In the People’s Choice categories, the race for Sony Bravia TV Personality of the Year was won by RTE presenter Kathryn Thomas, while the Pantene Best International Actress Award went to Hilary Swank for ‘PS I Love You’. Florian Henckel von Donnersmarck‘s ‘The Lives of Others’ was named Best International Film and Daniel Day Lewis took the Best International Actor award for ‘There Will Be Blood’.

In television categories, ‘The Podge and Rodge’ Show was a popular choice voted Best Entertainment while The Hospice and ‘Diarmuid’s Pony Kids ‘also received the nod in their respective categories. Others winners included ‘At Home with the Cleary’s’, which was named Best Single Documentary, and ‘Tall, Dark & Ó hAilpín’, which was awarded the gong for Sport.

Other highlights included a standing ovation for filmmaker and actor Mel Gibson who received the Outstanding Contribution to World Cinema Award.

Aine Moriarty, CEO of the Irish Film and Television Academy commented, “The list of winners and nominees at these Awards shows the exceptional talent and creativity that our industry has to offer and re-affirms IFTAs commitment to celebrating their work. The Award’s supporters and all the Academy members join me in congratulating the winners for their fine achievements this year. Enjoy the night!”

International guests including Rene Russo, Bo Derek, John Corbett, Mary McDonnell, Kevin Dillon, Michael Fassbender and Dominic Purcell took to the red carpet along with a host of Irish style leaders including Victoria Smurfit, Ruth Bradley, Cecelia Ahern, Gráinne Seoige, Lorraine Keane and young starlets Jayne Wisener and Evanna Lynch

Winehouse ’glad to be rid of drugs’

Amy Winehouse’s brother has praised his sister for her efforts to kick her drug habit – insisting the star doesn’t miss her old habits.

The ’Back to Black’ singer is currently being treated at a rehab clinic in a bid to kick her drug demons but took time out to participate in the Grammy Awards on Sunday night.

Winehouse performed at the star-studded Los Angeles ceremony via satellite link from a recording studio in London, surrounded by her close friends and family.

Alex Winehouse is glad his younger sibling agreed to go to rehab as it meant she was able to properly celebrate winning five of the prestigious awards

He said: "Detox was tough, but she did it. She was as bright and vivacious as she had been before her demons took over. It (the night of the Grammys) was without a doubt the greatest night our family has enjoyed in a long, long time.

"For the first time in God knows how long, my parents were truly happy, and Amy was too."

Winehouse’s problems with drugs culminated in video footage being published by a British tabloid last month allegedly showing the star smoking crack cocaine.

He adds: "She didn’t miss crack, she told me, and she was glad to be rid of it, which was a nice thing to hear."

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Motorola Dublin Fashion Week presents – “The Talks”

Since its inception, Dublin Fashion Week has brought key figures in the Irish and International fashion industries to Dublin to share with the public their thoughts and ideas for the progression of individuality, creativity and design.

Motorola Dublin Fashion Week is dedicated to bringing the fashion industry to a wider audience through this series of short presentations in a Q&A format from key figures in the worlds of fashion, design and marketing. Last season saw a hugely popular line up and this season promises to be just as beneficial to all who attend.

Speakers confirmed to date include fashion designer Peter O’Brien and Stephen Sealey, Group Buying Director for Brown Thomas. Dublin City Enterprise Board will also be presenting key tips on how to start a career in the fashion industry. The wealth of experience from all our guest speakers ensure that this season’s Talks will provide invaluable information to those who attend, whether they be students, designers or simply anyone interested in learning more.

At the moment, Talks will be taking place on both the Monday and Wednesday of this season of MDFW at 6pm with DCEB’s presentation happening at 1pm on Wednesday 27^th.

Tickets are €5 at the door, on a first come, first served basis at The Radisson SAS Royal Hotel, Golden Lane, Dublin 8. MDFW runs from 25^th- 27^th Feb 2008.

For details of the full schedule please log on to www.dublinfashionweek.com.

Ireland slow to embrace ’Switch Culture’ 3 launches its ’Three minute Switch’ promise

To signal the beginning of a ’Switch Culture’ in Ireland, today 3 launched its ’Three Minute Switch’ – an ’egg-timer’ service that allows Vodafone, 02 and Meteor customers switch to 3, in just three minutes. Available in 3Stores nationwide or online at www.three.ie, 3 is so confident that it is offering new Pay Monthly sign-ups €30 if it takes longer to migrate from their old provider to ’3’!

Unlike more established switching cultures in UK & Europe, statistics show that Irish mobile users have yet to fully embrace ’Switching’, with only 41% of mobile phone users having ‘shopped around at least once to compare prices.’ (Source Comreg TRENDS Q1 2007) However Irish switching trends are slowly on the increase with 92,000 mobile network ‘Switches’ made by Irish mobile users in Q3 2007, over 11,000morethan the same period in 2006. (Source Comreg TRENDS Q4 2007)

Rachel Channing, Head of PR & Communications at 3 said: "Irish mobile phone users tend to be complacent about switching from the ’old networks’ because they believe it will be time-consuming and complicated, despite being charged ludicrous roaming rates, call and text charges. By making ’switching’ easier and more attractive than ever before, customers can now avail of the best mobile services and pricing on the Irish market in just 3 minutes! The introduction of the ’Three Minute Switch’ is the first pledge of its kind from any Irish mobile network and truly reinforces 3’s commitment to delivering the best products and services to Irish consumers – fast."

The ’3 Minute Switch’ allows 02, Vodafone and Meteor customers to keep their existing mobile number and enjoy 3’s market beating rates and special services such as free international Skype-To-Skype calling; mobile TV shows such as 3’s weekly mobile TV show ’The Last Word’ with Eamon Dunphy and Tom Dunne’s music show ’The Hive’.

3Stores now feature newly installed giant ’egg-timers’ to make the ’Switching experience’ an enjoyable and lucrative one, for either the customer or the Sales Person. If switching takes less than three minutes, 3Store Sales person is rewarded. If the ’Switching’ time exceeds three minutes, the new customer is immediately credited with 30.00 euros.

3’s Rachel Channing sees tougher times ahead for the ’older networks’ citing: ’As Irish mobile phone users become aware of how easy it is to switch to 3 and benefit from huge savings as a result, it’s only natural that an active switching trend will ensue here in Ireland, as it has in the UK and Europe. Now consumers have no more excuses to put up with rip off prices!’

To switch to 3 in just three minutes, visit any 3Store or switch online at www.three.ie

Dublin film event to showcase talent