PML Group, part of the Posterscope global network, has won the B2B Marketing category at the prestigious All Ireland Marketing Awards. The awards were announced at a virtual ceremony attended by more than 850 of Ireland’s marketing professionals on May 21st, 2021. The award is in recognition of the agency’s Now Near Next B2B marketing initiative, which used data, research and audience insight to show how OOH advertising maintained its relevance and effectiveness, despite government and public health advice to ‘stay at home’ during Ireland’s Covid crisis in 2020.
The Now Near Next series focused on key OOH touchpoints such as mobility, retail and leisure to track changes in audience behaviour and to create meaningful Outdoor plans. Hundreds of data sources were used in strategic weekly outputs, distributed through various media channels to include Adworld.ie and directly to PML Group clients and agency partners in the Republic of Ireland and Northern Ireland.
The highly coveted All Ireland Marketing Awards, in their fifteenth year, is Ireland’s marketing showcase, with hundreds of entries competing for places on the shortlist, for the nineteen awards which span the entire remit of the marketing disciplines. Within the B2B Category, runners up included insurance giant Allianz, Ireland’s postal service An Post, and business consultancy firm Deloitte Ireland.
Geoff Lyons, CEO, PML Group said – “The All Ireland Marketing awards are the ones to win in Ireland. This accolade is extra special in that it recognizes our work in the most challenging year of the mediums history. Now Near Next was a client focused marketing initiative central to our strategy to help clients navigate unprecedented circumstances, not just for advertising purposes but for overall business decisions that location data could assist with. This work was also a binding force for our internal teams to work through a period that was ever changing. Having the data and technology in place ensured we could make the right decisions, in the right place in extraordinary times.”