Marketing Institute improves its game

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Marketing Institute Ireland has a whole new strategy, as newly appointed MII CEO David Field explains in an interview with Michael cullen


Senior Director Alan Cox could hardly have imagined the level of interest the paper he presented to delegates attending the Marketing Institute CMO conference at the Google Foundry a few years ago would have generated. During his speech, Cox highlighted that we in Ireland need to raise the standards of marketing by launching a formal Continuing Professional Development (CPD) program.

Cox’s feelings sparked a setback with delegate Dr Damien McLoughlin from UCD. The speech got marketers talking far beyond the Grand Canal Dock. People believed that if marketers really wanted to access meeting rooms, the bar had to be raised. A formalized CPD program for marketers had never existed in Ireland. It was clear to most observers that a single entity could meet the challenge.

David Field became CEO of the Marketing Institute – or Marketing Institute Ireland (MII) to give his official title – in April of last year, just as the pandemic was setting in and marketers were emptying their desks to work. from a distance. Field had previously chaired the MII board of directors, so he was by the way with what changes the members wanted to see. CPD was up there, along with several other pleas.

Field adopts a new position: David Field, Managing Director of the Marketing Institute Ireland (MII), has a new strategy to help marketers build great brands and careers by sharing best practices, insights and expert content, building community marketing specialists and helping their careers. The three themes of content, community and career underpin all of the Institute’s activities. The institute owns and manages the AIMs, CMO Summit and DMX Dublin awards.


Field and his team stepped up engagement with members through a webinar series with 60 hours of content, including the annual DMX Dublin event and its recent All Ireland Marketing Awards (AIMs) which were once again attended by all who attended. are in Irish marketing.

The new IRM strategy is based on four pillars. First, there is education and lifelong learning. The member experience is about giving members access to a network of like-minded marketers through events and learnings. The MII aims to be the voice of marketing in Ireland and to strengthen the position of the profession. The new identity of the institute has been designed to reflect new energy and thinking.

As part of its CPD campaign, MII unveiled a new business strategy to boost economic growth, help business leaders achieve better business performance and position Ireland as a global hub marketing expertise through its historic initiative with Berkeley Global, University of California.

Field says the Global Marketing Leadership Program (GMLP) will be the only marketing course of its kind in Ireland, specifically designed to propel marketers to the next level, equipping them with the tools necessary for leadership roles and enabling them to develop. ” access the boards of directors. The content and program are the result of a research study on the management and marketing of digital transformation.

David Field is excited about the Berkeley Global, seeing the program as a game changer


The Berkeley Course, which is open to MII members and non-members, connects CMOs to Silicon Valley. The strategy is the culmination of over a year of engagement with Irish businesses. It sets out a roadmap for strengthening marketing’s contribution to value creation and providing the means to drive business performance in a period of deep and rapid change.

When Field took over as CEO, the institute was in deficit and it was generally believed that it was losing its relevance and needed new dynamism and innovative thinking to remind marketers of the important role it plays. ‘he can play in their career. It was also recognized that the IRM needed to attract a wider audience by improving its services and support to members.

MII launched its new business strategy in June. Field says its aim is to help business leaders achieve better business performance, supporting marketers at every stage of their careers, positioning Ireland as a global hub for business know-how. marketing and thereby stimulating national economic growth. It is essential that marketing is recognized for the tangible value it brings to Irish businesses.

Field is excited about the Berkeley Global, seeing the GMLP as a game changer when it kicks off next January. The content and curriculum of the program are the result of an in-depth study of the latest research and practice from industry experts in digital transformation, management and marketing. Berkeley Global and MII have identified four core competencies for marketers.

“At the heart of the program is an innovation project allowing participants to apply the lessons of the program to solve real-world problems” – Field


The four skills include data-driven business intelligence, customer-centric and technology-conscious marketing, strategy and leadership, and organization and change management. The tuition combines live online learning with experiential activities, culminating with a visit to Silicon Valley. Students will be exposed to technological and innovation trends and digital transformation case studies.

“At the heart of the program is an innovation project that allows participants to apply the teachings of the program to solve real-world problems,” said Field. “At the start of the program, each learner will present a challenge that they are currently facing in their work. The latest MII Diversity and Inclusion (D&I) initiative in supporting Irish SMEs is linked to the GMLP.

A new course is designed to equip small and medium-sized businesses with the skills to drive sales through strategic marketing. The “Growth Marketing for SMEs” program is developed in collaboration with Etain Kidney, who heads the School of Marketing at TU Dublin. Due to funding from the Higher Education Authority (HEA) and Springboard, the cost of the course is minimal.

Coinciding with its new strategy, MII engaged Richards Dee agency to create a brand identity centered around its new nickname, Marketing Institute Ireland. Established in 1962, MII today has around 2,500 individual and corporate members and supports marketers at every stage of their careers, including through its academic links with TU Dublin and its various tier nine programs.

“If we are to be the voice of Irish marketing, we need to do more research” – Field


In June, Ogilvy Group vice president and consumer behavior expert Rory Sutherland presented one of his inimitable master classes to the institute’s marketing directors. Sutherland regularly attracts large audiences to his lectures in Ireland, as he shares many interesting ideas and observations. Known to Irish marketers, he has also been a guest at IAPI Adfx and TAM events in recent years.

Sutherland works with a consulting firm of psychology graduates who are looking for “unseen opportunities” in consumer behavior, small contextual shifts that can significantly affect people’s decisions. For example, tripling the sales rate of a call center by adding a few sentences to the script. He studies the corporate culture that promotes rational decision making and its tips pay dividends.

In a recent interview with Irish weather, Sutherland shared his take on marketing by comparing it to economists. “My definition of marketing is simply the science of knowing what economists are wrong,” he noted. “The human mind doesn’t logically run any more than a horse runs on gasoline… a lot of business people don’t really believe in economics – not me. “

During his CMO masterclass, Sutherland spoke about brands like Zoom, Red Bull, Uber and Nespresso. He explained why they were so successful when in some cases there was no real market for them. Field has extensive experience in consumer and retail marketing since working with Superquinn, Glanbia, Brown Thomas and most recently Eason.

He also worked under contract for TV3, now Virgin Media Television (VMTV). “It is also important to stress that this new strategy that we now have in place is aimed at making the IRM a more national body, rather than simply serving Greater Dublin,” insists Field. “We want to build brand awareness from near and far and fulfill our role of helping marketers build great brands and great careers. “

Use the brand identity wisely: Brand identity is extremely important in marketing. As international author and college professor Jenny Romaniuk always says, marketers need to be consistent with their brand of voice. David Field says the Covid-19 crisis has shown that some brands have missed out on major opportunities, while others, like An Post and SuperValu, have put their know-how into action and connected well with consumers during the pandemic.


Given her background in marketing, it’s no surprise that Field is a strong advocate for brand identity and how it can give a product or service that extra oomph. “It’s huge,” says Field, “brand identity is crucial to any campaign. Jenny Romaniuk (Ehrenberg-Bass Institute in Australia) talks about it all the time and urges brand owners to remember to be consistent with their tone of voice.

With sustainability discussions everywhere these days, MII is hosting the Cat 26 conference in November that will address relevant issues and provide advice to marketers on how to shape their business for the future. “If we take initiatives like this, marketers will engage with us more again,” says Field. “Although we are a non-profit organization, we are also a non-profit. “

Field thrives in his new role. His passion for the profession is exerted by the fact that he works with his peers. He tries to see things and assess the needs from their point of view. He firmly believes in the power of research in the development of brands. “If we are to be the voice of Irish marketing, we need to do more research. But you need a balance, you can’t bombard people with questionnaires.

Which gently brings us to the perennial question: what is the likelihood of MII and Marketing Society merging? Never the type to ask an awkward question to touch, Field responds diplomatically by saying he’d be willing to have the right conversations with the right people. If the two marketing agencies can work more closely in the future, so be it, who knows what might happen.


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