MOTY Winning Strategies

MOTY Winning Strategies

The Association of Advertisers in Ireland and are delighted to present

Winning Strategies from Marketer of the Year 2017

Tuesday 23rd January 2018

National Gallery of Ireland

8.30am – 10.45am


AAI Members €25

Non-Members €35



8.30am Arrival reception and networking : The new internal Courtyard, home of Magnus Modus, Joseph Walsh’s extraordinary looping sculpture, on the ground floor.

Launched in 2017 to great acclaim Joseph Walsh says “Magnus Modus is the very reflection of my search for effortless design harmony….it’s is the culmination of all the sculptures I created during the past 15 years and the inspiration that went into designing them”   Perhaps the same could be said about a winning strategy in Marketing?

9.10am Presentations : NGI Theatre on the lower ground floor

About the Presenters: Michael Cullen
More than a familiar face around town, but a font of all things Marketing for the past 27 years! Back in 1990 Michael launched Marketing Magazine which more recently became and is estimated to have a readership of 12,000. The magazine is circulated on a subscription basis to the country’s top marketing executives, advertising and media agencies, PR firms, research companies, direct marketing and promotion agencies, designers, photographers, event organizers, production firms and third level colleges.  Michael also writes for The Herald and The Irish Independent.

MOTY ‘17 Finalist Niall McGrath
Niall will share the story behind Fulfil Nutrition’s dramatic rise to popularity and the marketing strategy that propelled the business to high visibility and product purchase.

After just a year a half on the market, the confectionery is ranked 68th in the Checkout Top 100 brands. Over 15 million bars have been sold – most as a healthy impulse purchase. The brand is now in 16 export markets and was recently listing for its bars on both Aer Lingus and Ryanair flights.

MOTY ’17 Winner Brian Higgins
Named as Marketer of the Year for 2017 the judges described Pieta House’s achievements as “one of the most compelling pieces of work” they have seen in Irish marketing in recent years.  Pieta House contributed to a 20 per cent drop in suicide rates across Ireland. The HSE reported 399 suicides in Ireland last year, compared to 451 in 2015 and 554 in 2011. The numbers of people taking part in Darkness Into Light was up by 150 per cent to 180,000 people. This year, €4.5m was raised, which is a third of Pieta House’s annual funding.

During his presentation Brian will outline the approach Pieta House took to achieve these phenomenal and impactful results.

Association of Advertisers in Ireland (AAI) Barry Dooley and Su Duff
Organisers of this educational event and a provider of a range of services and supports for Ireland’s Advertisers, AAI will briefly update attendees on the advertising landscape as we venture into 2018.  With GDPR looming on the horizon a reminder of key actions points for compliance will be included in the overview.

The Marketer of the Year™ competition is organised by magazine in association with Alternatives, the marketing talent house.

Any use of Marketer of the Year™ in the RoI is strictly the preserve of  


Tuesday 23rd January 2018 at 8:30am – 10:45am

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