Aisling Mccarthy Email & Phone Number

Dublin City, Dublin, Ireland

What: Accelerate the upstarts, start-ups and visionaries of the world.How: My team and I draw on a blend of old and new techniques of brand thinking to help commercial and non-commercial organisations find their ‘so what?’ and create a seamless pathway to the ‘now what?’. If we assemble to punch up your vision, we’re going all in.Why: Never in the history of marketing has human intuition and cultural understanding been so high. As the world becomes more connected (yet… Show more What: Accelerate the upstarts, start-ups and visionaries of the world.How: My team and I draw on a blend of old and new techniques of brand thinking to help commercial and non-commercial organisations find their ‘so what?’ and create a seamless pathway to the ‘now what?’. If we assemble to punch up your vision, we’re going all in.Why: Never in the history of marketing has human intuition and cultural understanding been so high. As the world becomes more connected (yet socially fragmented), brands will need the most visionary and creative humans at the steering wheel. Those that understand how to provoke human conversation, spark emotion and connection. Not mimic it. That’s what our international network of ‘folk’ do best. We bring experience. As well as diverse and rounded perspective, not pre-conditioned thinking to crack your challenge.We understand that when folk from different worlds and disciplines collide and experiment, the results can be extraordinary. And we have journeyed with brands big and small to get there. Show less

Dublin

Reframed Guinness global approach to cultural marketing and laid foundations for making Guinness the most talked about beer in the world. 1. Established Global influencer programme to drive global talkability and relevance - collaborating with leading names from the worlds of sports, music, food and entertainment to capture the imagination, and express the human side of the Guinness brand.2. Established Global content publishing programme - defined best-in-class storytelling… Show more Reframed Guinness global approach to cultural marketing and laid foundations for making Guinness the most talked about beer in the world. 1. Established Global influencer programme to drive global talkability and relevance - collaborating with leading names from the worlds of sports, music, food and entertainment to capture the imagination, and express the human side of the Guinness brand.2. Established Global content publishing programme - defined best-in-class storytelling, moments and formats to breakthrough newsfeeds.3. Established a new approach to consumer experiences through vibrant and impactful collaborations with partners and key movements including Meatopia.4. Unlocked commercial opportunities from adopting a 'test-in-learn' approach to cultural marketing - developed the Guinness 'with' Food Guinness programme with a focus on South Korea, UK, US and Ireland.4. Defined success and KPIs to effectively measure talkability. Show less

In my four and a half years of leadership of the adidas Global team, we took a unique approach to growth and collaborated with some of the world's most talented strategists, athletes, teams, coaches, creators, producers, designers and data analysts (to name but a few!) to re-imagine and execute inventive & effective routes to resonate with younger consumers on and off-line. 1. Re-imagined traditional sponsorship models.Including UEFA Champions League, Europa League, FIFA World… Show more In my four and a half years of leadership of the adidas Global team, we took a unique approach to growth and collaborated with some of the world's most talented strategists, athletes, teams, coaches, creators, producers, designers and data analysts (to name but a few!) to re-imagine and execute inventive & effective routes to resonate with younger consumers on and off-line. 1. Re-imagined traditional sponsorship models.Including UEFA Champions League, Europa League, FIFA World Cup, ATP Tour to deliver creative & commercial campaigns that harnessed the fierce loyalty, tribalism and passion of sports fans across the globe.2. Led strategic digital partnerships. Globally. Working directly with in-house teams at Tumblr, Google, Twitter & challenging key media channels with alternative & entertaining content for sports fans across key sports tournaments. (i.e. UEFA sponsorship with the world's greatest footballers and athletes on a weekly YouTube TV show; Gamedayplus.). 3. Set and realised key business goals to become the most talked-about brand. Globally.Including the FIFA World Cup 2014, which saw an increase of 23% in shoe sales. (See links below for more details of the intensive program of branded content, platform partnerships, creative firsts, and planning fuelled by live data and statistics). 4. Delivered brand & platform firsts.Examples include Twitter: @Brazuca - the fastest-growing Twitter account at the World Cup. Google: The Dug Out' series with Google - hosting the first live-streamed World Cup series on YouTube, Tumblr: hosting the first branded content stream from the Euro 2012 tournament.5. Data tracking, evaluation and insights.Introduced and worked with in-house teams to roll-out data and KPI tracking, evaluation & insight recommendation against key business goals across markets. Show less

Laid the foundations for digital transformation & new routes to the consumer for global brands and startups in one of Europe's first social media agencies. Worked across disciplines in organisations to build digital thinking internally and capabilities, create marketing frameworks and execute creative (award-winning) campaigns to connect with consumers. At speed. On and off-line. Lead clients: Sony, BA, Kinder & BBC. Lead projects: Sony Twilight Football, Sony World… Show more Laid the foundations for digital transformation & new routes to the consumer for global brands and startups in one of Europe's first social media agencies. Worked across disciplines in organisations to build digital thinking internally and capabilities, create marketing frameworks and execute creative (award-winning) campaigns to connect with consumers. At speed. On and off-line. Lead clients: Sony, BA, Kinder & BBC. Lead projects: Sony Twilight Football, Sony World Photography Awards, Sony Eco CSR, BBC Missing Top Model Headroom, 'Face of Kinder'.Areas of focus: Data & analysis, online PR, social strategy planning, crisis management, content strategy and production, influencer marketing, SEO. Show less

Word of Mouth and online PR projects for NPower, KitKat, BlackBerry, Doritos

Bcomm, Commerce

Postgraduate Diploma, Public Relations & Events Management