Toolkit Seminar – Why brands that move from AFP to ACP stand to win

Toolkit Seminar – Why brands that move from AFP to ACP stand to win (Core Media, 16 Sir John Rogerson’s Quay, Dublin 2)

Our Guest speakers will present and then answer your questions about “why, according to Livewire, brands that move from Advertising Funded Programming (AFP) to Advertising Created Programing (ACP) stand to win

From ideation to transmission, this session will de-mystify the world of AFP. The seminar will assess the value and impact of AFP as well as the role it can play for addressing your brand’s business challenges and marketing objectives.

Brian Keating, Group Brands Director at AIB will provide an overview of The Toughest Trade as a case study and the role of AFP for AIB.

Dermot Rigley Head of Commercial, RTE Sport & TV Sponsorship with RTE Sport will discuss the media side of the story for The Toughest Trade, and outline considerations, challenges and opportunities in AFP.

Jill Downey Managing Partner at Livewire will overview the role that Advertiser Funded and Created Programming can play in the marketing mix

Jamie Macken Partner at Livewire will thereafter facilitate a panel discussion as well as Q&A from attendees.

Talk Details

Advertiser Funded Programming (AFP) and product placement are not new concepts. In fact, the phrase ‘soap opera’ comes from the 1920s when Proctor & Gamble frequently sponsored radio programmes.

By the turn of this century a plethora of show formats were being created for the small screen with brands stitched into the funding model – for example, The Apprentice.

Livewire distinguishes between, what they call ‘immersive media sponsorship’ and AFP. In their view, AFP is programming which simply would not exist without advertiser input. Livewire work with brands to move from AFP to Advertiser Created Programming, aka “ACP”.

This talk will explore how AIB created The Toughest Trade, the impact of the series and the role of the advertiser in this process. At the same time the benefits and challenges of the advertiser created programming model for broadcasters will be assessed by RTE.

To Book  go to

Cost:  €37.70 per person

Time:  08.30 – 10.00 (tea/coffee at 08.15)

Date:  Tuesday 24th May 2016

Venue:  Core Media, 16 Sir John Rogerson Quay, Dublin 2


Brian Keating Group Brands Director of AIB
In Sept 2013, Brian joined AIB as Brand Director with responsibility for the rejuvenation of the AIB brand. Over the last 2+ years he has led the development of ground-breaking and awarding winning marketing programs & campaigns including: AIB “Backing Brave” Business program, AIB “#TheToughest” GAA program, AIB “Backing Putting down roots” mortgage program and the AIB Start Up Academy.

In November 2015, he became AIB Group Brands Director with responsibility for the AIB, EBS, First Trust & Allied Irish (GB) brands.

Dermot Rigley, Head of Commercial, RTE Sport & TV Sponsorship
has responsibility for delivering the commercial strategy for RTÉ Sport across TV, Radio & Digital. He manages global sport sponsors at board & senior client level from negotiations through to activation. Dermot is the main commercial liaison point for sports rights holders, contractual compliance and responsible for deliverables to principle partners.

Jill Downey
is Managing Partner of Livewire and is a board member of Core Media group. Previously Jill was Deputy Managing Director at Starcom and, together with the MD, more than trebled that business by winning major accounts such as Musgrave, National Lottery, AIB and Heineken. More recently, Jill has set up Livewire as a sponsorship and content consultancy business which has a laser focus on measurement and return on investment for both sponsors and rights holders.





Jamie Macken
is Partner at Livewire where he specialises in brand sponsorship, media partnerships and Advertiser Funded Programming. A former Newstalk and RTÉ television researcher and producer, Jamie has produced a range of broadcast genres, including current affairs radio (Newstalk), the 2010 FIFA World Cup (RTÉ) and live AFP (SABC, South Africa). Jamie has also led agency side communications teams on accounts such as Heineken and Three.


Tuesday 24th May 2016 at 8:30am – 10:00am

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