The Irish Times. You Are What You Read
Agencies: Owens DDB and PHD
Introduction & Background
Our advertising effectiveness journey begins in 2014, when The Irish Times conducted a competitive pitch for a new advertising agency. The intention was to respond to the declining newspaper market. The newspaper market had seen significant demise since the recession hit in 2008.
By 2014, Ireland's newspaper market is declining at rate of -6%, mirroring the same decline as the overall global newspaper market (measured in developed countries).
Newspaper sales in Ireland have been in retreat since 2007. In the second half of 2007,...