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Toolkit Seminar - Brief Encounters

The quality of the brief has a major impact on how a project proceeds.  In this seminar the important of good briefing will be examined from initiation phase of a project and considering the Creative Director angle too.

Colm Carey of The Research Centre.ie and Ger Roe Creative Director of Publicis will talk about what makes for a good and bad brief and how the briefing process affects the output from exploratory research right through to to creative execution.

Colm Carey Biography
For over twenty years Colm has worked in Marketing Research and has also spent time working in Public Relations and Strategic Planning.
He established The Research Centre Limited (www.theresearchcentre.ie) in 1991 and since then has carried out research projects throughout Ireland, the UK, and on the East and West Coasts of the United States.
Much is his work is qualitative using focus group discussions and individual interviews to explore consumer attitudes and motivations in choosing brands and responding to advertising and other marketing activities. The approach is based on understanding the dynamics of consumer psychology that lie behind the success and failure of brands whether these relate to packaging, product, advertising or brand image issues.

An ability to articulate the consumer point of view in an insightful and effective manner has resulted in Colm working with many leading indigenous and multi-national brand owners in the advertising, food, finance, insurance, information technology, motor, alcohol, newspaper, retail, radio and soft drinks’ categories. He is also called on to comment on consumer related issues on TV and radio and writes the monthly Research File in Marketing Magazine.

Ger Roe Biography
Gerard Joined Publicis Dublin from Young Advertising where he worked as senior Art Director. He was responsible for all the creative work on the Bulmers account, overseeing TV productions around the world. During his time in Youngs he also managed the creative for Lyric FM, Radio1, 2fm and the AA. He has also worked in the Helme Partnership and Leo Burnett (formerly CDP Associates) on the Irish Distillers, Miller and Xtra-Vision accounts. Apart from his exploits on the side of the river bank in pursuit of seatrout and time spent doing crossfit and triathlons, which he would be more than happy to bore you with, he is currently Creative Director of Ireland’s most creative Advertising agency. Here he has produced a huge amount of high profile work including most recently the Renault ‘Afford to Live Again’ campaign and the invention of its ‘Carculator’, the funnier Meteor ads and latest campaigns for DoneDeal husband as well as pan european work on AXA. Ger is one of the most awarded Irish creatives across all disciplines and has won numerous national and international awards, including Cannes, Epica, ICAD, NNI, Kinsale and Sharks.

To Book:  e-mail info@aai.ie

AAI Members Free, Non-Members €35 payable at the door.

Upcoming Dates

    No upcoming occurrences in the timeframe specified for this event.