The Edge MediaCom Ireland 2017

The Edge MediaCom Ireland 2017

The Edge is a publication that showcases a very exciting, innovated and creative 2017 for MediaCom Ireland. It gives an overview of our magnificent work, insights into unexplored areas of media and our unique System Planning approach. The Edge was delivered through a combination of great people, our shared behaviours and our Systems Planning.
Last year was a watershed year for MediaCom in Ireland. We welcomed a number of new clients to our roster including JD Sports, Finance Ireland, Adare Manor, Boots Ireland and Opel / Vauxhall. We were behind some large and varied media campaigns, from the launch of the NOW TV brand into the Irish streaming market, to a record-breaking fundraiser for the Society of St Vincent de Paul, and more recently, the launch of U2’s new album, ‘Songs of Experience’.
We are proud of all our client work in the last year, and ones that come to mind include Sky, Fanta, Dulux, Universal Pictures and former client, Audi. The latter two receiving gold awards at national and international level for great branded content.

“Our combination of talent, thinking and technique is paying off for our clients”
Peter McPartlin, CEO MediaCom Ireland.
Here is just taste of what The Edge has to offer:

Sing FM

In a sector dominated by franchise films, SING was a brand-new property for Universal Pictures. Box-office targets were ambitious, and the message risked being lost in the Christmas seasonal clutter. We worked in partnership with Media Central to deliver a totally unique solution to overcome this challenge we created our own digital radio station:, to promote the movies playlist.
It was a media first which generated high engagement and helped drive a record-breaking box office return. The initiative also won Gold in the innovation category the 2017 Irish Sponsorship Awards.

Research and Insights

We continued our insights investment programme, which begun over 18 months ago, with great new studies on marketing sentiment amongst Irish CMO, the unmeasured area of dark social content sharing, the portrayal of women in advertising, as well as topical studies on ecommerce, Black Friday and multi-screening.
Dark Social ‘Dark Social’ is a term coined by Alexis C. Madrigal, senior editor at The Atlantic, to describe the sharing of content that occurs outside of what can be measured by web analytics programmes. This mostly occurs when a link is sent via online chat or email, rather than shared over a social media platform, from which referrals can be measured.
MediaCom Ireland and RadiumOne, the sharing analytics specialists, conducted quantitative research over summer 2017 to gain an understanding into the type of content consumers are sharing through private and public channels and the underlying motivations for doing so.


1. Sharing content online is a popular activity: 66% of Irish people share content on Facebook.
2. But not all sharing happens on Facebook: 4 of the top 5 platforms for sharing online content are private communication (Dark Social) channels; email, WhatApp, Text and Facebook Messenger.
3. Dark social is where the majority of online content is shared (77%): Across almost every content category, Irish people are more likely to share online content privately than publicly.

Systems Planning

Four years ago, we launched our communications planning model, 20|20 Connections. It was revolutionary at the time. But we can’t stand still because the market, consumers, media and our clients businesses are constantly evolving. So now were launching Systems Planning, an evolution of what we started in 2014 and a completely innovative approach to how we create plans for our clients.
Systems Planning is a brand-new way of working. It is more data driven; more collaborative; more rigorous. Now, being a systems planner is easier; delivering Systems Planning and using The System to do it. This will enable us to connect systems end-to-end consistently and at local market level for all our clients.

People first, better results

Our People First mantra is not just something that exists in a manual.
We believe that everything starts and ends with our people. This is the cornerstone of our People first philosophy. This is not something that just lives in a corporate manual, it is reflected in our behaviours, our client service ethos and our investment in cultural, social and learning initiatives.
Our ambition is to make MediaCom the best place to work for knowledgeable, curious, caring and passionate people. We strive to nurture a culture that will fire enthusiasm and inspire creativity. Our thinking is simple: inspired people will create better work for our clients.
To read the full publication of The Edge please click here
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