Date: 13 October 2009
Time: 18.00 - 20.00 (registration from 17.30)
Venue: Fallon & Byrne, Dublin 2
Theme: Brand Essence
Speakers: Karen Hand, Global Brand Consultant and Gavin O'Doherty, Coca-Cola Ireland
This event looked at how brands such as Coca Cola have succeeded in producing creative campaigns, whilst continuing to keep close to their brand values.
Karen Hand has worked with P&G and Bartle Bogle Hegarty in the UK before returning back to Ireland to do research and consultancy in advertising and new product development. Her clients have included Diageo, Tesco, Cadbury, McCain Pizza, Phileas Fogg and KP Foods in the U.K and Ireland.
She is passionate about the creative potential in people, brands, cultures and society.
Gavin O'Doherty is Marketing Director with Coca Cola Ireland.
BORN: Around the time flares were fashionable, the first time
LOVES: Crossing stuff off a list; Anything that accelerates really quickly; Anything that has a remote control; Bright, cold winter mornings.
HATES: Airport Security; Being told my call may be recorded for training purposes; People who don't acknowledge when you left them out into traffic; That the East Link toll barrier makes you stop completely before reading your EASYPASS; Aubergines.
CAREER: FISH FINGERS; KIT KAT; AGENCY; COKE
FAV QUOTES: Keep it simple. Do less better.
Gavin will be speaking about the complexity of simplicity. Consistent and clear messaging is one of the most efficient ways to drive equity into your brand. However, it is a difficult challenge to simplify brand activity with many brands juggling both international and local copy.
Marketing the biggest soft drink brand in the world can be a very complex business but the key to driving real brand value is by keeping your communication consistent and your in-market activity simple. Gavin will talk about the benefits Coca-Cola has realized by sticking rigidly to this simple principle.