Episode 9: Exploring B+C Marketing Strategies

Andy Piece, Group Strategy Director. Andy leads the Strategy Practice in Core, and has done so since its inception in 2015. In that time he has worked on brand and marketing strategy projects for a wide variety of businesses, both large and small. Examples include The National Lottery, Three, The Irish Stock Exchange, The National Broadband Plan, Heineken, Life Style Sports, and AIB among others. He has also delivered award winning insight and brand planning work with The Road Safety Authority, Aer Lingus, Three, Ulster Bank and O2. Andy has over 15 years’ experience working in marketing, in a diverse range of functions and agencies. He began his career in Research, before moving into advertising. He spent eight years working across three main functions; Media Buying, Media Planning, and Client Service. Andy joined Core in 2012 and prior to setting up the Strategy Practice in 2015, he spent three years as Head of Planning. His experience consists of some of the best known brands in Ireland, including; Unilever, Diageo, P&G, Aviva, Eircom, BMW, Glanbia, Bord Gais and Supervalu. Outside of client work he is a regular contributor to and speaker at industry fora and events and is the outgoing Secretary of the Marketing Society of Ireland. He has been a member of its executive committee since 2015. He has also lead several studies into Millennials in Ireland, the over 55’s, the Future of Money, and lead a trended analysis of brand health and image for the largest one hundred brands in Ireland across 2017 and 2018. More recently he has lead the development of Core’s Covid Strategic Planning framework. Andy is a firm believer in the ability of marketing and advertising investment to deliver real and measurable results through creative thinking – and places huge emphasis on delivering the proof. He has two young children, and is a passionate rugby fan with a keen interest in current affairs, politics and history. He holds a BA & MA in History from TCD. Andy's Reading Recommendations: Byron Sharp – how brands grow; https://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560 Jenni Romaniuk – Building distinctive assets https://www.amazon.co.uk/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/ref=sr_1_1?dchild=1&keywords=jenni+romaniuk&qid=1598972960&s=books&sr=1-1 Orlando Wood – Lemon https://www.amazon.co.uk/Lemon-advertising-brain-turned-sour/dp/0852941471/ref=sr_1_1?crid=3BOBDRB9NDXXK&dchild=1&keywords=lemon+orlando+wood&qid=1598972996&s=books&sprefix=lemon+or%2Cstripbooks%2C144&sr=1-1 Adam Morgan – Beautiful Constraint. https://www.amazon.co.uk/Beautiful-Constraint-Transform-Limitations-Advantages/dp/1118899016/ref=sr_1_1?dchild=1&keywords=beautiful+constraint&qid=1598972980&s=books&sr=1-1 Field and Binet – The Long and Short of It https://www.amazon.co.uk/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X/ref=pd_lpo_14_t_2/259-3964304-4319716?_encoding=UTF8&pd_rd_i=085294134X&pd_rd_r=ef51e0d1-5727-4817-8ba1-5f008bac03ef&pd_rd_w=aEZhW&pd_rd_wg=3uB3v&pf_rd_p=7b8e3b03-1439-4489-abd4-4a138cf4eca6&pf_rd_r=DEJDWQQ7TVQWVGZTXZGJ&psc=1&refRID=DEJDWQQ7TVQWVGZTXZGJ Rory Sutherland https://www.amazon.co.uk/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556502/ref=sr_1_1?crid=3NXQDK1X6G2HQ&dchild=1&keywords=rory+sutherland&qid=1598973061&s=books&sprefix=rory+suther%2Cstripbooks%2C149&sr=1-1 Mark Ritson https://www.marketingweek.com/mark-ritson/ WARC https://warc.com/ Blog – the adcotnrarian http://adcontrarian.blogspot.com/