MediaPLUS: 'Gas Part' ad helps Flogas to 250,000 customers

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Flogas Ireland has surpassed 250,000 customers in Ireland on the back of its 'The Gas Part' advertising campaign.

The DCC-owned energy provider has seen its customer base increase seven-fold since 2019 as a result of acquisitions, an expanded renewable energy offering and "impactful marketing campaigns".

Flogas credited its takeovers of Budget Energy and Naturgy Ireland as well as 'The Gas Part' campaign, which highlight its offering beyond gas supply including electricity, Solar, LPG and EV charging.

"Reaching a quarter of a million customers is a powerful validation of our team's dedication to sustainability and customer-focus," said Sean O'Loughlin , managing director of Flogas Energy.

Speaking to BusinessPlus.ie, Flogas marketing and communications director Rita Kirwan said the company had experienced a "very, very strong sales bump" since the television advert first aired in November.

The advert has subsequently been rolled out on YouTube as part of a cross-channel campaign with complementary OOH advertising.

Flogas partnered with Publicis Dublin and production house Antidote for the advert, with Core handling all media booking.

BT ends sponsorship of Young Scientist competition

BT Ireland has ended its 25-year run as title sponsor of the Young Scientist & Technology Exhibition after agreeing deals to dispose of its Irish data centre and wholesale businesses.

The British telecoms group said the decision is part of a realignment and structure in Ireland, with both sales still to be cleared by the CCPC.

The board of the Young Scientist & Technology Exhibition said they will seek a new title sponsor for the event on the open market.

"We would like to thank everyone at BT Ireland for their commitment to YSTE over the past quarter of a century," said Prof Pat Guiry, chair of Young Scientist & Technology Exhibition Ltd.

"Their custodianship, organisation and sponsorship have elevated the exhibition to the position of national prominence that it enjoys today."

Shay Walsh , managing director of BT Ireland, said the decision was a difficult one for the group, and that it had been taken due to strategy and organisational changes in Ireland.

"It has been a privilege and honour to organise the Young Scientist & Technology Exhibition and we would like to thank Dr Tony Scott, Prof Pat Guiry, the Young Scientist Exhibition Board, and the entire eco-system who worked alongside us to inspire a passion for science, technology, engineering and maths in a generation of students across the island of Ireland," Walsh said.

English steps down as Sindo editor

Alan English is to step down as editor of the THE SUNDAY INDEPENDENT LIMITED after five years. His last edition will be published in late April, and he has said he is leaving for personal reasons.

English joined the Mediahuis newspaper in March 2020, and staff were informed on Tuesday that he will remain at the helm until the Sunday, 26 April edition. He has offered to stay until the end of May to facilitate the recruitment of his replacement.

“I will be forever grateful for the opportunity to edit the Sunday Independent. It has been a fantastic experience and a great privilege," said English.

“I’m stepping down for personal reasons – from the beginning I felt that five years would be a good stint and that time has passed incredibly quickly.

“I’ve been hugely fortunate to work with so many talented people in the Sunday Independent team and the wider newsroom, along with the paper’s many excellent contributors.

“The challenges facing the news industry have been well documented, but Sunday Independent journalism retains a large and very loyal readership, both in print and online, and I’m confident it will continue to prosper for many years to come.”

Prior to joining the Sunday Independent, English was editorial director with Iconic Media, and he served as editor of the Limerick Leader from 2007 to 2016.

During his more than three decades in journalism, he has served as deputy sports editor of the Sunday Times in London and as the newspaper's sports editor in Ireland. He has also ghostwritten the autobiographies of Paul O'Connell and Brian O'Driscoll.

Angela Guillemet to lead PRCA Ireland

Angela Guillemet and her company Association Ireland have been handed control of day-to-day operations of Public Relations Consultants Association of Ireland (PRCA Ireland), the representative body for Ireland's leading PR agencies.

Guillemet has been appointed executive director of PRCA Ireland, and will be responsible for stakeholder relations, managing the association's quality assurance standard for members, supporting and growing membership, and organising an ambitious programme of events.

Association Innovation will also organise PRCA Ireland's annual PR awards, enhance the association's digital presence and brand, and advocate on behalf of member agencies.

Guillemet has worked in public affairs in Brussels and Paris and advised and managed European and international associations.

During her career, Guillemet has worked as a public affairs consultant with Kreab and APCO World Wide , executive director of mci-group , and executive director of INCON. She has led Association Innovation for the past 12 years.

She serves on the board of the European Society of Association Executives, and as a judge of the European Association Awards and the Irish Association Awards. She is also a former president of the Trinity Women Graduates .

Most watched Super Bowl ever

The Super Bowl achieved a record average US audience of 126m viewers on Sunday as the Philadelphia Eagles thrashed the Kansas City Chiefs .

The average represents an uptick of 2% from last year's NFL championship game with viewers across host broadcaster Fox Corporation , FOX Deportes , streamer Tubi , Telemundo and the NFL's own channels counted by Nielsen, Fox and the National Football League (NFL) .

According to Fox, viewership peaked during the second quarter at 135.7m between 8pm and 8:15pm eastern standard time as the Eagles built what proved to be an unassailable lead.

The estimated audience for Kendrick Lamar's halftime show featuring SZA and Samuel L Jackson was 131.2m.

Brands shelling out $8m for a 30-second advert included Hellmann's , which recreated the When Harry Met Sally deli scene with Meg Ryan and Billy Crystal ; Stella Artois , which had Matt Damon and David Beckham play brothers; and Squarespace, with Barry Keoghan back in Banshees of Inisherin mode.

This week's AD LAB report focuses on Three's 'Kanga Kian' campaign.

Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service showcasing best practice creative advertising in Ireland.

Creativity can come at a cost, the recent analysis of Three Ireland's 'Kango Kian' 5G broadband campaign showed that the creative successfully captures viewers' hearts and engagement, but it does show a risk in how it cements the brand in the audience’s minds.

The data shows the campaign's creative approach, featuring a determined installer jackhammering his way across Ireland to the tune of Vanessa Carlton's 'A Thousand Miles,' creates strong emotional engagement and drives viewer enjoyment well above typical telecommunications advertising but the research indicates that while viewers thoroughly enjoy the content, they might not retain or attribute the concept back to the brand.

For more on the results, click here.

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

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