Having launched a new brand identity in 2012 in a newly deregulated and competitive marketplace, Electric Ireland was faced with the challenge of creating a differentiating brand positioning in a low interest, low engagement sector dominated by price messages. Developing insight from extensive research, the Electric Ireland team, working with Irish International, developed a new brand proposition and from that they created an external brand position with the end line: "Power comes in many forms we understand them all." Working with Media Vest, a media strategy was developed. The campaign created an impressive shift in brand awareness having been seen by 90% of the Irish population. Customer numbers in key strategic areas of Gas & SME rose significantly.

Aviva wanted to follow up on their improved brand momentum by focusing in on what really matters to customers when buying car insurance - a great deal. Also important was the reassurance of being insured by a strong, reputable company and getting a high level of service. The new executions, featuring comedian Mario Rosenstock, saw the creation of two new characters, Metal Mossy and Fit Tony. This campaign delivered real cut-through while also allowing Aviva to benefit from a consistent approach. This resulted in improvements in awareness and consideration, and an uplift in quotes and sales levels.

Despite its 300 year history, Smithwick's was stagnating as a brand, and it was losing volume, saliency and relevance with Irish consumers. The task was to grow market share through penetration as well as increasing awareness and brand equity measures. With the insight that experience is only as good as what you do with it, an advertising campaign was developed with the assistance of colleagues at Adam&EveDBB. Representing both the heritage of John Smithwick's and an actual pint of Smithwick's, the Squirrel brand character modernized the brand, and more importantly it also monetized it with a 3% increase in sales.

Shifts in the car insurance market meant that the No Nonsense brand had to reposition itself with the ultimate objective of becoming the pre-eminent low cost player in the industry. The marketing team identified the ideal consumer profile as partial to entertaining, irreverent advertising that also gives him confidence that it is the right price and product for him. Similarly the media buying strategy was directed at the lifestyle of this bullseye target market. The "Driven Daniel" advertising campaign ran across TV, Radio, Outdoor and Digital. Ultimately it has been hugely successful with strong Year on Year growth in key performance metrics.

Sky grabbed the opportunity to move into the triple play and broadband market in 2013 by addressing their customers' expectation to provide all three services. The campaign featured actor Pierce Brosnan and it was based on "it's arrived", now you can bundle unlimited broadband with calls and Sky TV. The message was that Sky Broadband was causing such a sense of arrival that even a Hollywood actor got overlooked. The campaign was the most successful ever run by Sky, and it communicated a new and appealing tone, as well as creating significant increases in key brand metrics.