42 - Roy Keane, High Expectations, and Sky's Bold Bet

In this episode of the Irish Marketing Podcast, Daryl sits down with Caroline Donnellan, Director of Marketing and Brand at Sky Ireland, and Shane Doyle, Head of Strategy Brand and Creative at Core, to pull back the curtain on one of Ireland's most talked-about advertising campaigns.They reveal how Sky's entry into the crowded Irish mobile market led to the 'Expect More' platform, why Roy Keane was the only person who could bring that idea to life, and why the strategy came long before the celebrity. This is how to use borrowed fame in the right way — not just for recognition, but for relevance. Presenter – Daryl MoorhouseSound Engineer – Sean Byrne🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin▶️  Subscribe to our Youtube channel📰  Subscribe to The Irish Marketing Podcast Monthly NewsletterIf you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]