Marketing masterclass on crafting creative campaigns

MII Cork (Marketing Institute Ireland, Cork branch) hosted their first event of the year, Masterclass in Marketing Excellence: Brewing Award-Winning Campaigns with Birra Moretti, at the Heineken Brewery, in partnership with Cork Chamber.

Jim Geraghty, marketing manager, The Heineken Group shared insider secrets at the sold-out event about the success of Birra Moretti’s “Life’s Simple Pleasures” campaign, which took home the “Brand Campaign” award at MII’s All-Ireland Marketing (AIM) Awards in May last year.

‘Life’s Simple Pleasures’ celebrated the “Italian way of life” aimed at “playfully showcasing Italians’ love of the small but equally important things in life – from good food to good company” through an integrated marketing approach combining outdoor, e-commerce, off-trade, and PR.

The unique event celebrated the convergence of history, creativity, and marketing prowess, located in the iconic Heineken Brewery, the site that launched Heineken into Ireland in 1978.

As well as this, attendees also gained tips for entering MII’s AIM Awards 2024 as the prestigious awards are officially open for entries from across Cork’s large community of marketing professionals from Marketing Institute Ireland’s CEO, Shane McGonigle.

Cork marketers are invited to submit their work for consideration across various categories including Marketing Team of the Year, Sustainability Award and All-Ireland Marketing Champion before the deadline of January 25.

Speaking about the event, MII Cork chair Ezara Ahern Easter said: “Our first event of 2024 outlined the strategy behind one of Ireland’s most successful marketing campaigns of the last few years.

“It provided the creative boost we all need at the start of a new year, and it was amazing to see a packed house full of marketers ready to learn.

“I encourage marketing professionals who believe they have implemented a particularly excellent campaign or initiative to take the leap by entering this year’s AIM Awards which recognises the outstanding achievements of marketers across the country.”

Jim Geraghty, marketing manager, The Heineken Group said: “It was an enormous honour for us to receive the ‘Brand Campaign’ award at the AIM Awards, and to be recognised for our hard work and determination in such a competitive landscape.

“I was thrilled to speak with MII Cork about how we created this campaign and the steps we took to create it. We discussed everything from our original objectives to the impressive results.

“Marketing is an ever-evolving industry, with new challenges coming all the time, and we are really proud of this piece of work which was effective yet simple.”

The event kicked off the 2024 season, which continues with ‘The Business of Sport’ event on February 6, in partnership with UCC.

And be prepared to get glam for marketing’s favourite night of the year, as the MII Cork Ball returns on March 9.

Time travel back to the 80s and groove the night away while raising funds for Cork Cancer Care Centre, an invaluable safe haven for people with cancer and their families which provides a wide range of services, practical help and support.

MII All-Ireland Marketing (AIM) Awards 2024 is now open for entries. Visit https://mii.ie/aim-awards/ for further details. The deadline is January 25.

For further information on MII Cork: mii.ie/Cork and updates on the 2023/24 calendar of Cork events, visit MII Cork on Twitter, Instagram and Facebook or email ezara@mii.ie