MediaPLUS: AI top-of-mind for marketing leaders

MediaPLUS is your weekly update on all that matters in media and marketing

AI has displaced brand management and digitalisation as the key strategic topics for marketing professionals in 2025, according to the European Marketing Confederation's annual European Marketing Agenda report.

The report, titled 'Data-Driven AI Revolutions Meets Brand Management,' consolidates the insights of around 100,000 marketing professionals across Europe, including CMOs, heads of marketing, sales and service, VPs of marketing, sales and service, and online marketing leaders.

With 1,698 completed responses from 21 countries, this year’s survey saw higher engagement compared to previous editions, and also showed that data-driven customer engagement is emerging as a critical outcome of AI's exponential adoption in marketing.

“The hurdles and challenges we face are not exclusive to our field," said Dr Ralf Strauss , chairman of European Marketing Confederation (EMC) . "Everybody perceives the flow of data and ironically there is a widespread lack of understanding and knowledge of how AI is changing the way we do business.

"While repeat customer experience is top of mind, data collection and consolidation to process quality customer data are the missing links to achieve a 360-degree customer view.

"Additionally, sustainability remains a delicate balancing act between environmental goals and economic realities. This year’s findings touch on these pressing topics and more.”

The report underscores the importance of empowering leadership -- “leading others to lead themselves” -- and highlights the fundamental role of organisational flexibility, cross-functional teams, project management, and digital/AI-driven marketing (MarTech) in building successful, future-ready organisations.

While almost all executives across Europe stressed the necessity of an expansion of skills and competencies in their organisations, only a small number have set up a dedicated and structured framework in terms of a skills & competency framework.

Aer Lingus appoints Uncommon

Aer Lingus has appointed London-based Uncommon Creative Studio to handle its global creative account. UCS, which is majority-owned by Havas , is already employed by Aer Lingus sister airline British Airways .

Aer Lingus was previously with Accenture Song Droga5 , which declined to re-pitch after rolling out the 'You're Very Welcome' campaign last year, and Amsterdam-based KesselsKramer before that.

UCS's other accounts include Ocado Retail , Monzo, Hiscox , SiriusXM , and Guinness in the US.

Prendeville leaves Business Post for Sunday Times

Elaine Prendeville has left the Business Post Business Post to take up the role of features editor at the Sunday Times .

"Thrilled to have joined the Sunday Times (Ireland) as Features Editor, working with the excellent Roisin Healy and the wider, top class team. Special thanks to my predecessor and trusted pal Jen Stevens for the advice," Prendeville wrote on LinkedIn.

"Less thrilled to say goodbye to wonderful colleagues and friends at the Business Post, where I spent eight and a half happy and always interesting years."

Prendeville was editorial director for the Business Post's magazine brands for five years before moving the to the News Ireland title.

She was previously head of creative communications at Harmonia Group , which sold publications including Irish Tatler , Food & Wine and Auto Ireland to the Business Post in 2017. During her career, Prendeville has edited Irish Tatler and Vip Magazine .

Fahey promoted at Off the Ball

Off the Ball's Cian Fahey has been promoted to the position of senior producer - digital.

"I’m very lucky to become Off The Ball’s Senior Producer for Digital," Fahey wrote on LinkedIn.

"We’ve brought in some exceptionally talented new people over the last 12 months to add to a stable of hosts and producers who continue to set the standard for sports media in Ireland. They make my job much easier than it should be everyday.

"Our digital department is evolving and expanding and my goal is to make sure we best present the quality of work being done at OTB to our audience."

The Griffith College Dublin graduate started with Off The Ball as a multimedia content creator in 2021 before being made digital audience manager last September.

Prior to joining OTB full-time, Fahey freelanced specialising in analysis of American football, and his work has appeared on Bleacher Report , The Guardian and ESPN .

Radiocentre posts annual survey

Radiocentre Ireland , the promotional body for audio as a marketing medium, is seeking responses for its annual survey.

Carried out by Amárach Research, the survey seeks opinions on Radiocentre's activities in 2024 as well as general opinions on radio in Ireland.

To complete the survey, follow this link.

LinkedIn appoints new marketing chief

LinkedIn has appointed Indeed CMO Jessica Jensen as its chief marketing and strategy officer, a newly created role with oversight of global marketing, brand and corporate strategy.

Jensen begins work next week and will report to COO Daniel Shapero . She has served as CMO of job site indeed since March 2021 and has worked in marketing for firms such as Meta , 苹果 , 雅虎 and OpenTable over the past 25 years.

In a post announcing her appointment, LinkedIn said Jensen “brings a wealth of experience, industry expertise and deep understanding of the B2B marketplace that will help drive growth.”

“I am elated to share that I’m joining LinkedIn as Chief Marketing and Strategy Officer. I’ve admired the company for over 20 years, and as many of you know, am a hyper-active poster," said Jensen.

"I have watched LinkedIn grow and innovate into a remarkable talent, advertising, and educational platform, all while helping so many people learn and grow as professionals.”

Tesco Clubcard opts for clear communication and reap the rewards

This week's Ad Lab Report takes a look at 特易购公司 Clubcards latest advertising campaign, opting for clear communication over "emotional storytelling".

Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing and results suggest that within the Retail space, there is prioritisation of practical benefits over emotional connection.

The ad is easy to process and understand the message without creating mental strain.

The result? Higher purchase intent and stronger behavioural impact than typically seen in other retail advertisements that we have evaluated.

Read the full report here.

To read the full article on BusinessPlus.ie just click here

Ben Haugh Cormac Cahill George Morahan Doug Farrell Karl Byrne Liz Doyle Paul Henderson Fintan Gavigan Janice Carlin Hugh Quigley Conor Quinn Mairead Kearns Caoilfhionn Ni Dhuibhinn Emma Rooney Marian McConville Diana Bunici Lorraine Worth Karl Tracey Wini Moore Ciara Cantwell Desmond Farrelly MSc Amy Rohu Rebecca Horan Mike Dunne Nicole Goodman David Vaz SpaceTo dmg media Ireland

?