WORD FROM THE WISE
need to have the best and brightest together.We don’t have the time to have it all segmented. Thought leadership is what we’re about; new ways of looking at problems or new ways to bring real insight. “For us to solve our national issues we need thought leadership
fromeverybody, and definitely part of thatmix and to a greater degree than in the past is the fact that we need people to understand the markets and how you manage brands. “There’s such an opportunity to manage our brand, taking into
account all the valuable work from organisations like Fáilte Ireland, Tourism Ireland, IDA and Bord Bia. Because we’re competing for finite resources and everyone else is talking about brand. “When you look at New Zealand and Australia and at what they’re
doing, you can see the transformation. And look back at the way Spain transformed in the Eighties – they coherently transformed what they represented, and created a sustained period of success. “So, this can be done and I think it’s imperative that we do so in
Ireland. What we need is co-operation and we need to have a long, hard and honest look at what we’re good at, what we’re not good at and then how we start to structure ourselves to really maximise on our inherent strengths.”
Digital future Over the comingmonths, Devaneywill also be focusing on digital and specifically on the areas that are likely to have an enduring impact on marketing and the world. “I’ve been working for 18 years and have
seen trends come and go,” he says. “I’mlooking at digital and it’s not a trend, it’s a revolution – but aspects of it are fads. “There is a lot of debate around digital and the end of big ideas. I’m
always wary of people who say the big idea is dead. I just don’t understand that. It’s like the guy back in 2000 saying the TV ad is dead! No it’s not – it’s just less important than it was. “There’s no online or offline - there’s your big idea and your mar-
keting strategy and you use on and off appropriately and that comes down to experience.” One of the areas he believes will definitely have a major bearing
going forward is the use of digital on mobile phones. “It probably won’t be advertising. It will probably be in the area of GPS and con- necting people in a much bigger way. “Applications like Foursquare are giving people new benefits and
allowing them to participate more with their lives, participate more with their friends. I think that is an area that’s really got big benefits – that’s not a fad. “We’re seeing a merging of the established proven marketing the-
ory, brand architecture, brand management, linking that with the most exciting and authentic parts of digital development.” And Devaney is relishing that chance to investigate these various
avenues. “When you’re in the thick of it you’re constantly on a dead- line to deliver, or your teams are, on your project, as opposed to standing back and actually looking at it objectively without an O2 or Diageo lens,” he concludes. “So this is an exciting time.”
Volume 4 Issue 3 2010 Marketing Age 21
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