MediaPLUS: EVOKE partners with Vhi Women's Mini Marathon

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

EVOKE, Ireland's premier digital lifestyle brand, has been announced as the official media partner for the Vhi Women's Mini Marathon , the largest all-female event of its kind in the world.

EVOKE is part of the dmg media portfolio of brands, which combined boast a monthly audience of 3.6 million adults, along with the largest online female audience of any media organisation.

Paul Henderson, CEO of dmg media Ireland , commented: "We are thrilled to partner with the Vhi Women's Mini Marathon, an event that celebrates the strength, resilience, and spirit of women.

"At EVOKE, we believe in the power of storytelling and community, and this sponsorship allows us to connect with our audience in a meaningful way.

"We look forward to telling the stories of the incredible women participating in this event and being part of this iconic annual celebration."

David O'Leary , CEO of DSD Events, also shared his excitement: “We are delighted to announce our partnership with EVOKE.

"Their reach and influence in connecting with women across Ireland make them the perfect media partner to amplify the stories, excitement, and inspiring moments of this iconic event.

McCann Fitzgerald partners with KPMG Women's Irish Open

Irish law firm McCann FitzGerald LLP has been announced as a premium partner of the KPMG Women's Irish Open ahead of the 2025 tournament at Carton House, which will take place in front of 40,000 spectators on 3-6 July.

“At McCann FitzGerald, we are passionate about delivering excellence and unlocking potential, both in our work and in the communities we support," said Stephen Holst , managing partner of McCann FitzGerald

"Partnering with the KPMG Women’s Irish Open reflects our values of ambition, connectedness and empowerment – creating the conditions to be at our best.

Cian Branagan , CEO of tournament manager ForeFront Group, said: “I am delighted that McCann FitzGerald have partnered with the KPMG Women’s Irish Open. Our 2025 event at Carton House, Fairmont, is set to deliver another world-class event in one of Ireland’s most iconic hotels.

"With McCann FitzGerald’s incredible support and energy, I'm confident that together we will further elevate the profile of women’s golf both nationally and internationally.”

KPMG renewed its sponsorship of the Women's Irish Open last October on a three-year deal.

Masterson picked for IAPI CEO role

Siobhán Masterson has been announced as the CEO of IAPI - Institute of Advertising Practitioners in Ireland . She will replace Charley Stoney when she takes up the role on 17 February.

Masterson was formerly commercial and marketing executive director for the RDS Digital , global senior director of external affairs and communications for Kerry Group, and director of corporate affairs at Ibec.

She has also held various board positions and non-executive directorships across the public, private and voluntary sectors, including with Chapter Zero Ireland , the OECD - OCDE , Bitci , and a number of government departments.

Abi Moran , IAPI president and CEO of Folk VML, said: "I am delighted that Siobhán has accepted the role. With over 25 years of leadership experience in corporate affairs, communications, and business representation, she brings a wealth of expertise to the position.

“We look forward to her leadership in shaping policy, amplifying our members’ voices, and promoting the value of Ireland’s commercial creative industry.”

Commenting on her appointment, Masterson said: "I am delighted to be joining IAPI at such an exciting and pivotal juncture for the advertising, media and communications industry.

“I look forward to the opportunity to lead a professional community of businesses to make a sustainable impact for our economy and society.”

Morris made RTé planning and regions editor

Sinead Morris has been promoted to planning and regions editor with RTé News and Current Affairs.

In the role, she has responsibility for all forward planning within the news division of the national broadcaster.

Trinity College Dublin and Edinburgh Napier University graduate has been with RTE since joining as a multimedia journalist in late 2007 following a two-year stint with Midlands 103.

"Happy to say I'm starting a new position as Planning and Regions Editor with RTé News and Current Affairs," Morris wrote on LinkedIn.

"I’m thrilled to be getting this opportunity to work more closely with our brilliant Regional teams.

"I'm also looking forward to taking on a more strategic planning role, supporting our journalists telling stories that matter to people around the country."

Unilever and Knorr encourage gamers to eat their greens

联合利华 has tripled its investment in gaming over the past three years, as part of which its Knorr subsidiary is encouraging Gen Z to eat vegetables with its #ModTheVeg campaign.

Noticing that vegetables were attributed fewer health points than meats in popular video games, Knorr has partnered with streamers to make vegetables more appealing to young audiences.

The company has promoted the initiative with a campaign film, and has petitioned gaming studios like Epic Games , Activision Blizzard and Mojang Studios to give vegetables an in-game value boost.

Gamers have also started building veggie ‘mods’ – free updates that alter the game’s code, allowing players to experience the game in a different way.

The #ModTheVeg campaign has achieved staggering results, clocking up 1.1bn earned reach, 95m impressions and 78m completed views of the livestreams.

Over 10,000 people played the various mods, with 26,000 hours of #ModTheVeg streamer content viewed in just 48 hours.

"The campaign created a powerful connection with younger consumers who are typically less familiar with Knorr as a brand,” explained Nicky Neerscholten , global head of digital and masterbrand at Unilever.

“The younger, gamer generation prepares food differently. They want fast, convenient and often all-in-one solutions that still deliver on taste and nutrition. Our mini-meals are the perfect match."

This week's AD LAB report focuses on Diageo's 'Lovely Day for a Guinness' campaign.

Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing and results from cutting‐edge neuroscience & behavioural research lift the curtain on why this ad resonates so powerfully, showing how?Guinness?weaves its laid‐back charm straight into the neural pathways we associate with socialising in summer.

The analysis of Guinness’s 2022 “Lovely Day for a Guinness” campaign provides an inside look at how our brains respond to a beloved brand’s message.

For more on these results CLICK 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

?