3, Ireland’s fastest growing network, has appointed McCann Erickson as lead strategic agency on the 3 advertising account in a competitive pitch. The appointment consolidates 3’s business into one lead agency and they will manage the strategic and creative development of the 3 brand in Ireland with all advertising activity for the key business and consumer propositions. The media spend for 3, handled by Mindshare, is approximately €10m in 2009.
Robert Finnegan, CEO of 3 welcomed the appointment: “McCann’s have a reputation for excellence and a foothold worldwide, as a major player in the international marketing arena, their expertise and insight will help deliver a local brand strategy for 3, whilst leveraging 3’s strengths as a challenger brand across the 3 Group worldwide.”
Orlaith Blaney, Managing Director, McCann Erickson: ‘’This is a terrific opportunity for McCann Erickson to partner 3 in delivering growth and continue to build on the success of their business in Ireland to date. We are extremely ambitious for 3. They have excellent propositions for consumers and for business and we will work hard to ensure Irish consumers know clearly what is on offer from this brand. What appealed to us most about 3 is the hard evidence that they put consumers at the heart of their products and services and that they are very focused on how they will measure business success.’’
Elaine Carey, Sales and Marketing Director at 3 commented: “We’re delighted to appoint McCann Erickson to the 3 account – McCann’s experience with leading brands and their insight into consumer trends and behaviours will be invaluable in further strengthening the 3 brand in the Irish market. McCann’s reputation for excellence in strategic planning and thought leadership will help guide the 3 brand strategy and creative executions across all our propositions. 3’s marketing strategy is firmly rooted in delivering commercial results and we believe McCann’s have the strength and breadth in the team to deliver outstanding results.”
3 is owned by Hutchison Whampoa, one of the largest companies on the Hong Kong Stock Exchange, with a track record of telecoms innovation having previously owned Orange. 3 has operated in the Irish market since 2005 and has built up a reputation as the challenger brand through innovation with Ireland’s first free Skype-to-Skype calling, first to market with high speed mobile broadband and a host of new consumer-friendly propositions such as Ireland’s first price plan combining the flexibility of pre-pay with the benefits of pay-monthly. As a result, 3 is Ireland’s fastest growing network and the market leader in mobile broadband. Having more than doubled its customer base since 2008, 3 has over 400,000 customers including 150,000 mobile broadband subscriptions, 250 employees, 21 3Stores and over 400 retail outlets. At the end of December 2008, 3 was awarded the National Broadband Scheme contract to connect the remaining 10% of rural Ireland without high speed broadband.
McCann Erickson Dublin are a leading full service agency, wholly owned by Interpublic (IPG) with 205 offices in 132 countries with annualised billings inIrelandof €40m.
McCann Erickson are the lead strategic agency on Coca-Cola Ireland, Heineken Ireland, and the National Cancer Screening Agency. McCann Erickson also work with SuperValu, L’Oreal, Largo Foods on the Tayto brand, with Unilever on their Magnum brand and Nestle, on both Nestle Cereals portfolio and Nescafe