Irish Times launches new brand advertising campaign

Pictured at the launch of the new campaign were David Scott Lennon, phd; Lauren Byrne, PML Group,
Tania Meighan, The Irish Times and John Gildea, Owens DDB. (Photo: Kieran Harnett)

The Irish Times has launched a new advertising campaign that highlights its “always on” positioning.

The new campaign was created in collaboration with partner agencies Owens DDB, phd and Behavior & Attitudes and will be broadcast outdoors, on radio, digitally in addition to the podcast and streaming platforms Acast and Spotify.

“One of the main goals of the campaign is to engage a younger reader and with that in mind the campaign is bold, fresh, colorful and confident,” says John Gildea, Owens DDB.

“We chose people who reflected modern Ireland and asked photographer Barry McCall to convey a sense of warmth and engagement,” adds Tania Meighan, Marketing Manager, Irish Times.

She says the call to action is simple and rooted in a brand truth: “You know better… because you understand computer science.” The double meaning of ‘IT’ of course being both the Irish Times, which its app’s visual identity alluded to, and the public’s deeper understanding of how life works in the real world.

CREDITS:

Agency: Owens DDB
Commercial Director: John Gildea
Account manager: Louise Mullen
Creative Director: Dave Cowzer
Senior Artistic Director: Andrew Fouché
Junior artistic director: Lee Fouché
Artistic Director: Brendan O’Reilly
Media agency: doctorate
Group Client Director: David Scott-Lennon
Account manager: Nicola White
Photographer: Barry McCall
Stylist: Anne O’Shea, Morgan the Agency
Make-up and hairstyle: Ivy Sullivan, Morgan the agency
Talent: Fraser Agency; 1st option models


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