Irish Times launches brand new 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 which highlights its “always on” positioning.

The new campaign was created in conjunction with agency partners Owens DDB, phd and Behavior & Attitudes and will run on outdoor, radio, digital in addition to the podcast and streaming platforms Acast and Spotify.

“One of the primary 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 commissioned photographer Barry McCall to convey a sense of warmth and commitment,” adds Tania Meighan, Head of Marketing, Irish Times.

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


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: phd
Group Customer Director: David Scott-Lennon
Account Manager: Nicola White
Photographer: Barry McCall
Stylist: Anne O’Shea, Morgan the Agency
Makeup and hair: Ivy Sullivan, Morgan the Agency
Talent: Fraser Agency; 1st option models


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