Irish Life
Chemistry
Introduction & Background
The financial category is challenging because for the consumer it is associated automatically with a lot of negatives. The category, even in the "good times" has always suffered from the double disadvantage of being both low interest and complex. But following the financial crisis of 2008 and its serious on-going negative and very real repercussions for just about every aspect of life in Ireland, it is fair to say that the financial category had added a whole other bunch of negative strings to its bow and was now buckling under the sheer weight of...