The TikTok Taoiseach – Silly or Clever?

I’m not sure who the first person was to coin that phrase about Simon Harris our new Taoiseach but it certainly is “stuck” onto him now.

When the phrase is used do you think it is meant in a condescending way or is it a compliment?

When I Google ‘TikTok Taoiseach’ I see an article in Time Magazine about him that uses that phrase in the headline, the Irish Independent carries the same but reckons he could pose a security risk to the country because of the Chinese owned social media channel, The Guardian also uses the phrase and adds that he is “always in a hurry“.

The Limerick Leader had a brilliant headline “From mistaken ‘schoolboy’ on tour to TikTok Taoiseach“.

It goes on and on and the coverage does definitely lean towards flaky and insubstantial.

Anytime I have heard discussions about Simon I would definitely say it is used as a put down, a way of suggesting he is flaky, full of sound bites, a bit silly and insubstantial.

One serious political commentator heavily criticised some of his posts on TikTok – he felt they were juvenile and not becoming of someone in his position.

Since this character, who I think we would all admit hasn’t exactly been at the forefront of the “big” political conversations (except for a brief moment at the peak of Covid shutdowns), ascended to the top of the Fine Gael tree uncontested, many of the media conversations have been about trying to figure him out, and quite correctly assess his leadership credentials. After all, he is now one of the most important people in Ireland.

I had my own opinions about Simon and I was interested as to how I had formed these and I will get into this further on in this piece.

I was facilitating a marketing workshop very recently with some new and very clever entrepreneurs as part of the UCC Ignite start up programme, and the particular session was all about the importance of your “personal brand“.

While I’m not a big fan of that label, quite simply it boils down to the perception that people have of you and how important this can be in your life and career. As an entrepreneur you want people to buy into you, trust your expertise, feel your passion, believe in what you say, and yes even like you. That could result in a sale or an investment or some influential support.

How people arrive at that perception in 2024 is interesting.

So, I asked the group two very simple questions:

“What do you think of Simon Harris?” and “Where does that perception come from“

While I won’t go into the specific responses I can say:

• No one had any idea of what his policies were and what he stood for
• No one knew enough to say he could be a good leader
• A few had no impression of him at all
• One rejected all politicians and didn’t want to know
• A few felt he was ok but had no strong feeling either way

My biggest learning from this exercise (bear in mind it was a small group and there was a good mix of ages and genders) is that the main source that informed people’s perceptions of Simon was social media.

In my personal case I would say my impressions of him was formed as follows:

I had very little knowledge of him before Covid.

I thought he was brilliantly transparent during the early shutdown peak of Covid because he was prepared to go live on Twitter each evening to brief whoever was interested about the status of the pandemic. People were asking him about the Leaving Cert, the R number, when shops would open again, if Electric Picnic would be allowed to happen and they even joked with him about the length of his hair! He answered all of the questions put to him on the fly, openly and honestly.

As Minster for Health my conclusion (100% based on his Twitter performances) was that he did a good job and I was disappointed to see him being moved to Higher Education.

In that role he cut ribbons and turned up in various photos – I’m very sure he did a lot more than that but that is my perception.

Since his new role we have all learnt a lot more about his political career and we have heard many people talking about him.

I heard Eamon Dunphy saying Simon ignored him at some function – I respect Eamon and I love his podcast, ‘The Stand‘, so those words stuck with me. Maybe Simon isn’t very sincere at all?

When we stand back and look at the facts you must acknowledge that to rise to the very top job in the country, uncontested, without doing anything really significant to speak of, must require political skill so he does have something.

So, back to that label “TikTok” Taoiseach?

One of things that we do with all of our clients when we are formulating a communications strategy is:

• Who are your target audiences?
• What do you want to say to them?
• How can we reach them?

Once we have then established these facts we look at the different ways of reaching these audiences. When it comes to social media specifically it is relatively easy to segregate your audiences.

• Facebook is that older generation (non business)
• Instagram is the younger sibling of Facebook and thrives on pretty pictures and video (non business)
• Toxic Twitter used be great for debating issues and interacting (a mix)
• Snapchat and then TikTok are the youngest of all audiences (non business)
• LinkedIn is for the business types.

Is TikTok a clever way to reach a younger audience and when you are talking to a younger audience would you change how you speak to them? Probably.

Maybe Simon isn’t silly and flaky after all. Maybe he has figured out how to reach younger people in a way that others just haven’t?

Barack Obama was lauded for being the first presidential candidate to embrace social media (Facebook in his first campaign) and many reckon it was why he won that race.

And when we “tut tut” at how Simon comes across on TikTok, we should remember that he wasn’t talking to us, he was trying to relate to young folk.

Is Simon silly or extremely clever?

Greg

Greg Canty is a partner at Fuzion a Brand Communications agency with offices in Dublin and Cork, Ireland

The Power of Positivity

As I travelled to Cork for some client and team meetings today, I found myself seated across from the marketing team of a global makeup brand.

While I worked on my emails and tried to listen to a mafia podcast (I find them calming, ok!) I couldn’t ignore their constant badmouthing of their fellow colleagues. Throughout the two-hour journey, they discussed a plethora of topics, often mentioning how they would “cut someone down” and “give people what they deserved“.

As the Head of Communications at Fuzion, I’ve seen first-hand how crucial it is to have a workplace where people feel valued, inspired, and happy to come to work every day.

Let’s dive deeper into why a positive work environment is crucial…

Unlocking Potential:

When we’re in a supportive and encouraging environment, it’s like unlocking our superpowers. We’re more motivated, productive, and eager to take on new challenges. Recognising each other’s efforts and celebrating wins creates a cycle of positivity that fuels personal and professional growth. It’s not just about doing our jobs, it’s about thriving and reaching new heights together.

Prioritising Wellbeing:

For many, the Sunday fear is a real thing, and this is something I’m completely against as a good work-life balance is imperative. Letting colleagues know you are there for them and have their back has a huge impact on how people approach their day. Having compassion for our team members is important, and making sure we are mindful in how we approach situations, working on solutions together. That positive energy spreads like wildfire and makes our workplace a happier and more fulfilling place to be.

Fostering Creativity:

Creativity doesn’t happen in a vacuum. When we create a culture where everyone’s ideas are welcome and encouraged, magic happens. Sharing diverse perspectives, brainstorming together, and supporting each other’s creativity leads to breakthroughs and amazing campaigns and strategies that we are excited to progress.

Overall, creating a positive work environment isn’t just about boosting morale, it’s about creating a thriving ecosystem where employees can reach their full potential, contribute meaningfully to company success, and find fulfilment in their work. 

It’s important that you play your part in creating that positive atmosphere – is there a fertile ground for negativity or is it quickly something that is not given oxygen and it dies out?

As good always wins over bad, positivity always wins over negativity, and it is everyone’s individual responsibility to champion a culture of positivity, collaboration, and growth in the workplace.

In any case, what atmosphere would you like in your workplace?

#WinHappy

Stephanie

Stephanie Stafford is Head of Communications at Fuzion, a Brand Communications agency with offices in Dublin and Cork.

Super Bowl: A marketers blessing and a curse

The 58th Super Bowl takes place in Las Vegas this Sunday as Kansas City Chiefs take on the San Francisco 49ers. The Chiefs and star quarterback Patrick Mahomes head into game slight underdogs as they look to win back-to-back Super Bowls. However, off the field there will be an arguably even greater battle with brands fighting against one another to grab viewers attention through well-orchestrated advertising campaigns.

When it comes to marketing, there are not many bigger events to showcase your brand and products than the Super Bowl. The Super Bowl brings you the audience but it comes at quite the cost. It is estimated that a 30-second commercial spot during this year’s game costs about $7 million. That’s a lot of dough for just 30 seconds!

While a Super Bowl commercial guarantees you over 100 million viewers and huge exposure for your brand, companies and their marketing teams will also want bang for their buck. This means coming up with impactful advertising campaigns that resonate with the consumer watching at home, which is easier said than done which all marketers will be aware of.

ARLINGTON, TX – FEBRUARY 06: A Doritos ad is displayed on the screen during Super Bowl XLV at Cowboys Stadium on February 6, 2011 in Arlington, Texas. (Photo by Tom Pennington/Getty Images)

As Super Bowl ads get more expensive every year, it is no longer financially sustainable for companies to just take out commercial advertising for the Super Bowl. What we increasingly see is that companies are taking a two pronged approach to their Super Bowl marketing campaigns. This consists of both TV commercials and digital advertising, often through the various social media channels.

TV commercials allow companies to hit many consumers immediately and all at once. Digital advertising provides the opportunity to target those same consumers online many times, both before and after the game, to further increase brand awareness and enshrine brand identity in the minds and even sometimes in the hearts of the public.

Now let’s get into the marketing campaign itself.

Brands can struggle with what tone they should take for their Super Bowl advertising. Is it better to take a fun and upbeat tone that may provide a moment of relief during what can be an intense sporting event for football fans or will a more hard hitting campaign with strong emotions and drama resonate with audiences greater?

Typically, companies tend to keep campaigns light hearted and fun. For example, this year Ferrera Candy Company has teamed up with TikTok content creator and now movie star Addison Rae to promote their Nerds brand. For those of you who don’t have a sweet tooth, Nerds are pebble-shape neon coloured candies. The aim of this campaign is cross generational appeal.

Addison Rae rose to fame on TikTok for her quirky dance videos and has now amassed 88 million TikTok followers and over 30 million Instagram followers. The Nerds Super Bowl ad campaign involves an initial 15 second teaser video of Rae in a dance studio trying to train the unidentified star of Nerds’ big game commercial, which is set to the song ‘What a Feeling‘ by Irene Cara. 

This is then followed by a longer 30 second commercial which presents Gummy, a brand persona created to resemble the company’s Gummy Clusters product. The personification of the distinct taste combination of both crunchy and gummy in a single candy piece is achieved through the character. The commercial then returns to Rae, who is seen eating Nerds on a sofa with joy.

Rae is an ideal choice for this advertising campaign because her fanbase would be Gen Z and this audience is the core target market of the Nerds brand. Meanwhile, the song choice of ‘What a Feeling’ by Irene Cara will resonate with older audiences as this is a song from the classic film Flashdance. This helps to create the cross-generational appeal that was mentioned above.

This is Nerds first-ever Super Bowl advertising campaign in its over 40 year history. The Nerds marketing team would have spent a lot of time working on this campaign in order to perfect the right approach that promotes brand awareness and also entices consumers to buy their candies. Like with all major marketing campaigns that are consumer focused, the success of this campaign will be measured by whether there is an uptake in sales of the candy following the Super Bowl.

If not, the suits at the top of Ferrera Candy Company will more than likely question the approach taken by the Nerds marketing team. If so, the campaign will be a success and the marketers at Nerds will be celebrated for their work.

Hence, reiterating the title of this blog that the Super Bowl for marketers can be a blessing and a curse!

Dylan

Dylan Morley is a senior account executive with the Corporate Communications and Public Affairs team at Fuzion Communications.

Pairc Ui Chaoimh – Do we care about a name change?

What’s in a name?  

Well, everything!!

It has been widely covered lately in the news that the famous Pairc Ui Chaoimh in Cork is considering a substantial partnership with the supermarket giant SuperValu as a title sponsor.  This potential deal includes changing the name to ‘SuperValu Park’. While I’m not going to offer my opinion one way or the other about this name change, I will say this – when considering a Brand Name it is crucial to remember that the name is just as important as the item being named.

The name is the very first introduction to any business or product, the same way as when we meet people for the first time we usually say something like “Hi, I’m […] nice to meet you”.  

In business terms, the name of a business or product has to be memorable (for the right reasons) and have a meaningful connection to the offering or its heritage. In some cases, using an abstract word or even coming up with a completely new word can work really well, for example Accenture (a hybrid of Accent and Future) or Facebook or Google. This approach can be very effective when the business is offering something totally new or is evolving into new markets.  

When it comes to renaming something that has been in the public domain for decades, loved by them, supported by them and has a place in their special memories, the new name needs to resonate. While the general public do not own the physical Pairc Ui Chaoimh, they do own its brand … that exists in the hearts and minds of the people who know it.

A few years ago, Tayto Park announced the end of their title sponsorship with Tayto. A new funding partnership could have meant a new title sponsor. They chose to name it Emerald Park, referencing Ireland’s ‘emerald Isle’ reputation and the lush green impressions that County Meath has.  

The name resonates with people in Ireland and helps appeal to international visitors. Instead of doing a deal with a title funding partner, they took the approach of using a name that was not tied to one specific company, instead they set about partnering with multiple funders in different ways. In my opinion, this was a sensible approach. Even if it’s not what they hoped for at the time of the change, in the long run it opens up more opportunities and flexibility and could prove to be more effective, time will tell.

With Pairc Ui Chaoimh, I see both sides to the story – the SuperValu deal is worth €250,000 a year to the park, which is very attractive, but at the extremely high cost of it’s name?  Surely partnering with three or four large organisations, who could provide €80,000 each and be the key supporters of an important public amenity with a name that is neutral and iconic, would not be out of reach?  It would be more affordable for the sponsors, and generate more revenue for the park.    

Maybe all of this has ben tried and the naming rights of the stadium was the only thing that sponsors were willing to place that kind of value on?

The other controversial subject matter is the concept of large commercial enterprises seizing opportunities to put their brand names on public treasures – is this too commercial and should some things not just be left well enough alone?  Big sponsorship deals can still be very worthwhile for both parties using other various ways of marketing and building their brand awareness. 

Changing a brand name is a great way of indicating change to the world.  On hearing it alone, a brand name should give some indication, even if it is a bit of a stretch, of what the product is and what it’s all about. It should be meaningful.  

Pairc Ui Chaoimh was named after a former Director General of the GAA so it has meaning and resonance. Can the same be said for ‘SuperValu Park’?  I’m not sure.  

Whoever does end up being the key funding partner for the park, whether that be one or multiple sponsors, I just hope they name it something that has meaning and connection to the supporters, visitors, locals and the general public as a whole.  

Or, here’s a thought, even with new partners, does the name need to change at all?

Paul

Paul Ruane is Head of Brand with Fuzion Communications who operate from offices in Dublin and Cork

The very best reason for using a Hashtag…

An article on Social Media Today by Andrew Hutchinson about the use of hashtags on LinkedIn caught my attention.

The question posed in the article was “Do you need to use hashtags on LinkedIn” and in the article Andrew gave his opinion as well as sharing some information that the LinkedIn folk shared with him about the topic.

The whole thread was about the use of hashtags with posts whereby you might like to “flag” the subject matter of the post and in so doing possibly improve the chances of it getting picked up by the algorithm. LinkedIn are now suggesting that the subject matter will get picked up anyway by the actual content in the post so the importance of hashtags has diminished.

For example if the post was about sustainability then you might quite simply use the hashtag #sustainability at the end of the post.

While LinkedIn are saying there is less need than there was before I would still recommend using a relevant hashtag it for a couple of reasons:

1. It is still a “flag” about the subject matter enabling the reader to easily see when they are scrolling their feed
2. On LinkedIn you can actually follow a hashtag and if that can help bring your post into their feed, then use it as long as the post is relevant

Hashtags to Drive Your Key Messages

However, the article and nearly all advice you will read about using hashtags on any platform misses the very best reason for hashtags!!

When you use a hashtag it “pops” in a different colour and it automatically creates a link that allows the reader to see all of the posts where that content can be read.

So, armed with that information, how about using this useful device in a much more powerful an effective way and use it to drive an important message about you and your brand/company/organisation.

For example our core philosophy in Fuzion is to create a positive atmosphere for our team, clients and suppliers whereby we can “Win Happy“. It also happens to be the name of my podcast.

When we create content that works with that specific content I will use the hashtag #WinHappy because I want the reader to wonder what is that about and hopefully read the words (it pops in a different colour so it should stand out). If they click the link they will see all of those related posts. In doing so they will learn something important about us and if we use that frequently and consistently then over time it can become synonymous with Fuzion.

So, my challenge to you is….what hashtag can you use that isn’t about search and beating the algorithms BUT it is an important and meaningful message about your business that you would love to be synonymous for?

When we work with clients to create their social media strategies this is one of the key activities that we do with them and the resulting hashtag can in effect become a digital tagline for their brand.

#WinHappy

Greg

Greg Canty is a partner and Digital Marketing Consultant at Fuzion a Brand Communications agency with offices in Dublin and Cork, Ireland

The Triumphs, Challenges, and Branding Brilliance of the Tiger Woods and Nike Brand Partnership

In the ever-evolving landscape of sports marketing, certain partnerships stand out for their enduring impact, and the collaboration between golf legend Tiger Woods and sportswear giant Nike is undoubtedly one such example. Over the years, this alliance has weathered storms and celebrated victories, shaping not only the narrative of the athlete but also leaving an indelible mark on the brand. As we bid farewell to this iconic partnership, it’s a moment to reminisce about the journey that not only redefined sports marketing but also significantly bolstered Nike’s brand perception.

The Tiger Woods and Nike journey began in 1996 when the young golf sensation transitioned into the professional realm. Nike foresaw more than just a golfer; they recognised a transcendent figure capable of propelling the brand to unprecedented heights. The inauguration, marked by the “Hello World” campaign, laid the groundwork for a powerful connection that would capture global attention and set a precedent for the future of sports marketing.

The Ups
Breaking Barriers – Tiger Woods, with his unparalleled talent and charismatic aura, transcended the boundaries of golf and race. Nike, with its “Just Do It” ethos, found a perfect synergy in Woods, embodying the spirit of relentless pursuit against all odds. Together, they shattered racial barriers, establishing a connection that went beyond the fairways.

Dominance on the Course – The Tiger-Nike partnership reached its pinnacle during Woods’ dominance in the late 1990s and early 2000s. Securing multiple Major victories, including the historic 1997 Masters win, Woods solidified his position as one of the greatest athletes of all time. This era not only showcased his prowess but also underscored Nike’s association with excellence.

Innovative Endorsements – Nike’s marketing brilliance came to the forefront with innovative strategies. The creation of the iconic “TW” logo, the introduction of the Tiger Woods signature golf apparel line, and the emotionally resonant “I Am Tiger Woods” campaign displayed a profound understanding of how to leverage an athlete’s persona for brand success. These endorsements became synonymous with cutting-edge sports marketing.

The Lows
Personal Challenges – The partnership faced a significant test in 2009 when Tiger Woods’ personal challenges became a media spectacle. This period demanded a delicate balance between acknowledging Woods’ personal struggles and protecting the brand image crafted over the years.

Injuries and Performance Decline – Woods endured a series of injuries that impacted his on-course performance, leading to a decline in his dominance. This challenging period posed a dilemma for Nike, as the association between the athlete and the brand had become inseparable from the concept of victory.

Strengthening Brand Perception
Resilience and Redemption – The turning point came in 2019 when Tiger Woods staged a triumphant comeback at the Masters. Overcoming years of personal and physical setbacks, Nike seized this moment for narrative redemption. The “Never Stop Chasing” campaign celebrated not just Woods’ resilience but also aligned seamlessly with Nike’s enduring commitment to overcoming challenges.

Humanising the Brand – The partnership allowed Nike to humanise its brand by acknowledging the flaws and vulnerabilities of a sporting icon. This authenticity resonated with consumers, offering a glimpse into Tiger’s journey—the highs, the lows, and the ultimate redemption. It transformed Nike from a distant corporate entity into a relatable brand with a human touch.

As the curtain falls on the Tiger Woods and Nike partnership, it leaves behind a legacy that transcends sports marketing textbooks. This collaboration showcased the transformative power of aligning a brand with an athlete who embodies not only athletic excellence but also the resilience of the human spirit. Nike’s ability to navigate the highs and lows of this partnership, turning challenges into opportunities for growth, exemplifies the brand’s agility and unwavering commitment to its core values. The Tiger Woods-Nike story stands as a compelling chapter in the history of sports marketing, illustrating how a brand can thrive amid adversity and emerge even stronger on the other side.

Lolly

Lolly Cleary is Head of Design with Fuzion Communications, who operate from offices in Dublin and Cork

Fuzion’s Favourite Christmas Movies!!

It’s that time of year again, where all the family get together to celebrate Christmas. For a few days of the year, we try to put away our phones and forget about work. Even if our families do drive us around the bend when it comes to holidays, it is nice to take some time and relax after a long year. And what better way to relax than watching some movie on your screens at home.

We asked the team here at Fuzion, ‘what will they be watching this festive season?’ The answers brought up some popular choices and also some unusual ones. Let’s get into it!

Harry Potter:

Starting off with some wizardry! Harry Potter proved a formidable choice among the team this year. With the last film of the franchise nearly 13 years old and still popular among viewers, it is safe to say that the legacy of Harry Potter well and truly lives on. When asked to elaborate on which instalment of the franchise they would be watching. “All of them” was the collective answer. 

It’s a Wonderful Life:

Moving onto a Christmas classic! This was the choice of Fuzion founder, Deirdre Waldron. The story of businessman, George Bailey, who becomes suicidal after a financial crisis at the community bank. But when an angel from heaven, Clarence, is sent to him to his change of heart, he shows him what life would have been without his existence. Deirdre was sure to remind us that we have no excuse but to watch it, as all the main networks air it at some point over the holiday season.

Willy Wonka and the Chocolate Factory:

Keeping in theme with classic films. Does anything make us feel more Christmassy than the sight of Gene Wilder singing ‘Pure Imagination’, while dancing around a giant chocolate factory that has a river of chocolate following through it. And let’s not forget the oompa loompas! As Mark Kenny in our Design department pointed out, while not being a Christmas themed movie, it is still quintessential Christmas viewing. Also, something for the whole family to enjoy.

Die Hard:

Ah, Die Hard. A true Christmas movie or is it? This was of much debate within the offices of Fuzion over the last week. But, it was ruled with an overwhelming majority that it is in fact a Christmas movie. No matter what Bruce Willis has no say on the matter. Either way, we’ll be watching John McLean save his wife and the rest of the hostages from terrorist Hans Gruber (played by the late, great Alan Rickman).

The Holiday:

Moving on to the modern Christmas classics! First up, we have The Holiday starring Cameron Diaz, Kate Winslet, Jude Law, and Jack Black. This is the story of two lovetorn women (Diaz and Winslet) who from across the Atlantic Ocean organise a home exchange for Christmas. Diaz’s character sets off to England from LA where she meets Winslet’s brother (played by Law) and Winslet’s character goes in the opposite direction to LA, where she falls in love with a Hollywood film composer (played by Black). Both pairs embark on strange and funny love affairs. But will they last or is it just a holiday romance?

Love Actually:

The film that defies the critics. Originally, viewed by many as not just a Christmas movie flop, but a mega Hollywood flop. Starring actors such as Liam Neeson, Hugh Grant, Emma Thompson and Keira Knightly, Love Actually, is 20 years old this year and has made a mighty comeback to become a modern-day Christmas cult classic. Amongst the team here at Fuzion, it was given a must watch status for your Christmas viewing.

Falling for Christmas:

If you really want to spice things up on your Christmas watchlist, then this is the one for you. Starring Lindsey Lohan, yes you read that right and it’s not the early 2000’s anymore, Falling for Christmas follows a spoiled heiress who loses her memory in a skiing accident and lands in the care of a lodge owner widower at Christmastime. Released last year on Netflix, Suzanne Meade, our Account Director, said this film “is actually really good….if you are into festive bubblegum type of movies!” 

Planes Trains and Automobiles

While this genius movie written, produced and directed by John Hughes is strictly speaking a movie about Thanksgiving, seeing as us Irish don’t really know what that is, we have adopted it as a perfect Christmas movie.

John Hughes knows his humour, he produces movies that adults and kids can sit down and watch together, he knows how to pull at the heart strings and he always delivers huge life lessons. The main characters are two comic geniuses in their own right. Steve Martin plays the business executive who is desperately trying to get home and his “new friend” John Candy plays a shower curtain ring salesman who both hinders and helps in that pursuit.

This is Greg’s favourite and he insists that if you are one of the only people on this earth who has not seen it then your life will be transformed forever once you press play!

Whatever you watch and whoever you watch it with treasure this special time.

Merry Christmas from all of the Fuzion crew

Our friend Jonathan Irwin

We first met Jonathan Irwin of the Jack and Jill Foundation when he joined us to launch his “€1 tip” to be added to your restaurant bill campaign in Cork before Christmas many moons ago, in the very early days of Fuzion.

Our client at the time, Hayfield Manor were happy to come on board and as the savvy marketer that he was, Jonathan was delighted to make the trip for the photocall and press release.

That started our relationship with him, and having heard about the work of the foundation we offered our services to him pro bono which he gratefully accepted. After his own tragic experience with his own children he literally gave up his successful career to devote himself to both awareness and fund raising for the most “damaged children” in Ireland, as he referred to them. This was the least that we could do.

Jonathan was always ten steps ahead and he led the way with how he ran the foundation as well as bringing his creativity to his fundraising – for example, he was the first one to turn unused mobile phones into valuable cash. Do you remember those drop off boxes everywhere?

One day Jonathan rang us and he spoke about formalising the relationship with us – he wanted to call on us professionally when he needed to, not just when we had some spare capacity. He acknowledged that like the rest of us we had our bills to pay, and he wanted to make sure that we weren’t out of pocket and at the same time he saw the monetary value in generating awareness for the work the Foundation was doing as well as the specific initiatives. Of course if we were to bill the foundation we would have given him a special rate.

He wanted us to meet him and to make a formal proposal.

When we did meet him he brought another PR professional with him, which surprised us. He explained that this lady would look after the “national/Dublin” press and that we could do all of the regional work.

I’ll be honest, this took us by surprise and we just sat there quietly and listened.

On the drive home I chatted with Dee. It made no sense for Jonathan and the Jack and Jill Foundation to pay two different PR agencies. One was more than sufficient and while we wanted that to be us we decided to bow out of the process and leave the work to the other woman.

I rang Jonathan the following day to let him know what we had decided and explained that what he was suggesting made no sense. I did tell him that I was very surprised to see another PR person at the meeting as this hadn’t been mentioned beforehand.

He explained that while Fuzion had done a fantastic pro bono job, earning the foundation lots of regional and national media coverage he had a nagging feeling that because we were based in Cork that he would miss out. He admitted there was no basis for this BUT it was a nagging feeling.

I thanked him for his honesty and we left it at that. He thanked us for all of the pro bono work we had done and we parted as good friends.

What Jonathan probably didn’t realise is that his moment of honesty with us was very profound and it changed the direction of Fuzion.

I chatted with Dee and we decided that if we were to be a bona fide national agency then we had to open a Dublin office. Soon after we opened an office, employed one person and then two and then three and the rest is history (it wasn’t an easy process establishing yourself in the capital but we dug in there, spend loads of time there and never gave up).

Today we are that national agency, proudly boasting to clients that we have offices in Dublin and Cork (the only brand communications agency to do so) and while we would have got there anyway Jonathan did certainly spur us on.

Jonathan, we are so sad to hear about your passing. You were great fun, a treasure of a man and while you have left a colossal legacy you will be sadly missed by us and by Ireland,

Thank you and Rest in Peace

Greg

Greg is a partner at Fuzion a Brand Communications agency with offices in Dublin and Cork, Ireland

Celebrating Above and Beyond ….

Working as part of a team can be easy or hard depending on what “you” decide to bring to the party – your attitude and perspective are critical. It can be a case of …I’ll do my bit and that’s the end of it or we are all in this together and there is a world of a difference between the two, but both technically can be you “doing your job“.

At Fuzion we always emphasise our values, we make a Brave PACT with each other.

These aren’t token words that appear on our website but they are the things we look for when interviewing. the things we emphasise when onboarding new team members and they are part of our ongoing reporting – where did we see instances of these values being displayed by the team this month?

We are Brave, never afraid to challenge, to innovate, to not do the easy thing and push for a better thing.

We want the Passion of each person in the team to flow, not just punching in the hours – what a wasted life that would be!

We are Ambitious for our clients, ourselves, each other and for our business.

We are Caring for everyone that we deal with during the course of our work and most of all we work as a team, we are in this together.

And finally we are Tenacious, going the extra miles as needed to get that result for a client, whatever that is.

All in all we want to create a happy thriving environment where people can enjoy their work, enhance and progress in their careers and one that wins for them, for Fuzion and for our clients – collectively this is Winning Happy.

These values were carefully developed with the whole team at a Brand Workshop that we held for ourselves a number of years ago. It is a very powerful exercise but the biggest challenge is to make sure these actually mean something and that they come to life in a real way.

An email by one of my colleagues, Ciarán, caught my attention today – it was basically him acknowledging to the whole group the “above and beyond” work that one of the team (Mark) did to get a particular job over the line.

The subject matter of the email was “Above and Beyond” and it went like this..

We use that phrase a lot, and sometimes it’s merited more than others. This time, I think it’s worth employing in the case of Mark Kenny helping out with some (client name) digital advertising design work, far outside office hours, due to unforeseen circumstances.

It’s so far above and beyond, it’s practically in another jurisdiction, so thanks Mark, and looking forward to seeing the output in Dublin airport next week!

This is our values in action and I can only imagine how Mark feels reading this as well as the comments that followed by the whole team.

And Mark replied..

Thanks folks, Ciarán put together such a great and ambitious project and worked so closely with us.
It was an opportunity worth taking and Lolly and our team are perpetually a great support, sure look.
Cheers for the kind words ✌️

Your values are who you are and they protect and guide you – if these are embedded in the culture of the business in a real consistent way that is understood clearly by everyone, then it is really wonderful to see them in action.

A huge thanks to Mark for going above and beyond and for Ciarán for acknowledging it

Greg

Greg is a partner at Fuzion a Brand Communications agency with offices in Dublin and Cork, Ireland

Media Training Tips

Navigating the ever-changing media landscape can be a daunting task. Many opportunities are lost to increase brand awareness and exposure, simply due to a lack of confidence and experience in speaking to the media.

Our resident Media Trainer and Head of Communications, Stephanie Stafford, gives her top three tips when it comes to media interaction.

Media Literacy

As you are now front facing for the company, the way you consume your news is extremely important.

You need to learn to consume and analyse the information you are digesting from different sources and viewpoints. Reading a mix of publications such as The Irish Times, Irish Independent, Sunday Business Post, Extra.ie, Irish Sun and listening to Newstalk, 2FM, Sunshine radio, etc, is imperative to garner a 360 view of current topics. When an interview request comes in, listen back to the podcasts of that show to really get a sense of the interviewer’s style.

Everything is “On The Record” 

Even in a pre-recorded scenario, one must always assume that everything they say is on the record so take a few seconds to think about your response. We have a wonderful network of journalists and broadcasters in Ireland who work hard to deliver interesting news to the public, therefore it is important to keep in mind that comments you make in passing may not be cut out and could change the main focus of the interview.

Practice Makes Perfect 

Rome wasn’t built in a day and neither was the perfect media interview style. Before any media interaction, map out the three key points you want to deliver to your audience and rehearse possible scenarios with colleagues, family members, and perhaps a media trainer. I would always recommend walking around the room for phone interviews as it promotes active listening and builds confidence.

We offer media training in both our Dublin and Cork offices, off-site and online. This training is for anyone who needs to improve their media skills, maximise publicity and get their key message out there. 

At Fuzion we will hone your delivery style; show you how to deliver your core set of messages effectively, without going off course, or succumbing to aggressive interviewing. We will demonstrate how to connect with your audience, in a way that is professional, personable, and genuine, even in a pressurised environment.

We will help to develop a delivery style that is comfortable & confident by:

• Showing you how to take control and handle all interruptions

• Identifying your relevant target audiences’ needs 

• Building the script around your organisation’s agreed core messages 

• Anticipating all key questions, including the ones you want and those you definitely don’t want

 • Illustrating the powerful impact of story, example and making figures meaningful

 • Giving you the tools to deal with all interview techniques, no matter how aggressive – assertively and calmly 

Feel free to reach out to me at stephanie@fuzion.ie if you need any further information.

Stephanie Stafford is Head of Communications and part of the Media Training team at Fuzion

The Alix Earle Effect – Why is she so popular and how is she maintaining her success?

Why is she so popular and how is she maintaining her success? 

Alix Earle is the 2023 ‘It Girl’ and has taken the influencer world by storm. She is one of the fastest-growing influencers on TikTok, and her response to her rise to fame has shown she was made for success. 

What started off as standard ‘outfit’ posts, short vlogs and ‘Get Ready With Me’ (GRWM) videos has seen her jump to over 5.8 Million followers on TikTok with over half a billion likes on her videos, in just three years. With one video, she has sold out products online, like the Drunk Elephant D-Bronzi Drops, and has drastically increased sales of white eyeliner worldwide – who saw that one making a comeback?! But that is the power of her influence. 

One thing we have learned over the last couple of years is that the influencer industry is significantly oversaturated. We often see influencers popularity peak only to quickly dwindle again as the next big creator comes along. 

But Alix Earle is different, she has been peaking now for almost a year. How has she excelled in the last twelve months, and more importantly, how has she managed to sustain that peak and remain one of the most popular influencers throughout 2023?

Relatability 

People love Alix because they see her as relatable. Now, it must be acknowledged that there are significant factors of her life that are far from relatable to many, like her obvious privilege and blessed good looks. However, as she says herself, she likes to ‘keep it real’ with her audience. Alix has found the key to maintaining relatability despite her affluence. 

When Alix really began to build her audience last year, she was a typical university student (at ‘U Miami’) going out with her friends, going to classes, and essentially, living her life as any 20-year old would. She is very open about her journey with acne and posts content around her struggles with her skin, which so many of us can relate to. It is through this relatability that Alix truly found and grew her audience

The mistake we see influencers make all of the time is that they start off posting relatable content and build their audience. When they start building a following and making more money, they start to only post outfits that are head to toe in designer and snippets of the new lavish lifestyle they are living, which most of us would consider beyond our means, resulting in a drop off in engagement. They are no longer relatable!

Authenticity 

Despite all of her brand deals and luxurious experiences, Alix is authentic in everything she does, and that’s what her followers appreciate. She is completely transparent about her life experiences and struggles with cystic acne and her anxiety, and has also spoken openly about any cosmetic treatments and procedures she has had done. 

Most importantly, Alix isn’t afraid to remind her followers that social media is fake, and not everything she shares about her life is as perfect as it may seem. I’m sure you’ve heard your favourite influencer utter the words ‘social media is just a highlights reel’ but Alix takes this phrase to a new meaning. Alix gets into the nitty gritty of how social media isn’t a realistic representation of someone’s life, and shows before and after videos of how she used to conceal her acne with makeup and admitting she used to use editing apps to change her appearance. Influencers take note – admitting to this is being authentic! 

Consistency 

As we have seen over and over again with influencer marketing, the key to success is consistency. At this stage, Alix knows what content her followers want to see from her – she plays to her strengths with her main content consisting of GRWM, outfit videos and vlogs/day in the life content. 

While you can know your niche, you need to make the most of it to succeed. Alix is the perfect example of consistency. You can be sure that every night she goes out there will be a GRWM posted in live time on her TikTok account, and when attending the high-profile events we could only dream of being invited to, she is posting live from there. She consistently engages with her audience and interacts with them regularly – you will never see the comment section of her videos not have replies from her to multiple followers. 

She also consistently speaks to the camera, allowing her to successfully engage with her audience and build a parasocial rapport with them – making them feel like they’re one of her gang!

#WWAED 

Alix is so popular, that we have even seen hashtags trending and merchandise created with ‘What Would Alix Earle Do?’. 

One thing she does well, that is a key contributing factor to her success, is that she uses her platform for good. As well as raising awareness about acne and anxiety on her platform, Alix is also giving back to her community. 

After graduating from the University of Miami this year, a place which she acknowledges has played a crucial role in her journey so far, Alix has established a scholarship in her name which she is funding to provide significant financial assistance to outstanding students in the field of business – Impressive right?

Alix’s relatability, authenticity and consistency is what is keeping her at the top of the game. She hasn’t let the fame and status go to her head – and it shows. Having joined Alex Cooper’s new Unwell network, she now has an even more elevated platform and appears destined for new heights. 

Next week, she launches her new podcast, ‘Hot Mess with Alix Earle’.

Will you be tuning in? I know I will!

Mary

Mary O’Mahony is an Account Manager with Fuzion, a full service Brand Communications agency operating from offices in Dublin and Cork, Ireland 

The Art of Gradients in Graphic Design: A Journey Through Time and Techniques

In the ever-evolving world of graphic design, trends come and go, but some design elements have managed to stand the test of time. One such timeless element is gradients. These subtle transitions from one colour to another have a rich history in graphic design and continue to hold a significant place in modern design.

Gradients: A Brief History
Gradients, in the context of graphic design, refer to the gradual blend between two or more colours or tones. While they may seem like a modern concept, gradients have been around for centuries. Renaissance artists, for instance, utilised chiaroscuro – a technique involving the transition between light and shadow – to create depth and dimension in their paintings. This early use of gradients laid the foundation for their future applications in graphic design.

Fast forward to the digital age, and gradients found their place in the design world with the emergence of graphic design software in the late 20th century. Adobe Illustrator and Photoshop, for instance, made it easier than ever to create and manipulate gradients, leading to their widespread use in print and digital media.

The Prominence of Gradients Today
Gradients have come a long way since their humble beginnings, and they continue to play a pivotal role in contemporary graphic design.

Here are a few reasons why they remain relevant:

Visual Depth: Gradients are excellent for creating depth and dimension in flat design. They can turn a simple shape or icon into a three-dimensional object, making it visually engaging and appealing.

Brand Identity: Many well-known brands incorporate subtle gradients into their logos and branding materials.

User Interface Design: Gradients are widely used in UI design to create buttons, backgrounds, and overlays that catch the user’s eye and guide their attention.

Emotion and Mood: Gradients are effective in setting the tone and mood of a design. A warm, subtle gradient can evoke feelings of comfort and tranquility, while a bold, vibrant gradient can express energy and excitement.

How to Use Gradients Effectively
While gradients can be a powerful tool in your graphic design arsenal, it’s essential to use them thoughtfully to avoid overdoing it. Here are some tips for using gradients effectively:

Subtlety is Key: Don’t make your gradients too aggressive or flashy. Subtle transitions often work best for creating a sense of depth without overwhelming the viewer.

Colour Choice: Select colours that complement each other and fit the overall design scheme. Avoid clashing or jarring colour combinations that distract from your message.

Consistency: If using gradients throughout a project, maintain consistency in terms of style and direction. Inconsistent use can create visual chaos.

Purposeful Placement: Apply gradients where they serve a purpose, such as highlighting specific elements or creating a focal point. Don’t use gradients everywhere just for the sake of it.

What Not to Do with Gradients
While gradients are a valuable design tool, there are certain pitfalls to avoid:

Overuse: Using gradients excessively can make your design look dated or cluttered. Less is often more.

Extreme Contrast: Avoid overly sharp gradients with high-contrast colours, as they can be harsh on the eyes and make text or other elements hard to read.

Ignoring Accessibility: Ensure that your gradients don’t compromise accessibility by making text or important content difficult to distinguish.

Gradients have a rich history in graphic design, and their versatility and appeal have allowed them to remain prominent in modern design. When used thoughtfully and with purpose, gradients can enhance the visual impact of your projects. However, it’s crucial to exercise restraint and adhere to best practices to avoid falling into the trap of overdesign. Mastering the art of gradients is about finding the perfect balance between creativity and subtlety, ultimately creating captivating and effective designs.

Lolly

Lolly Cleary is the Head of Design with Fuzion, a full service agency operating from offices in Dublin and Cork

Fuzion offer a full suite of Brand Development and Graphic Design services from offices in Dublin and Cork, Ireland

The tricky business of changing the business name..

We had an interesting session with a prospect today and as usual we follow our own Fuzion process when we approach this work and construct a brand communications plan for them.

This successful family owned business are interested in renaming their business and bringing the family name into the naming of the company.

We facilitated a brand workshop with them a few weeks ago to tease out the rationale for this name change including the risk of leaving the existing name behind.

While there is no right or wrong here, each option comes with a number of challenges and the bottom line is whatever choice is made it must feel right for the team running business. 

It’s our job to help them with that decision and whatever the outcome, to then bring that brand to life visually across all platforms and most importantly to their target audiences with the full suite of communications.

They decided after much deliberation to use their family name.  

Somehow putting your own name over the door makes a big statement

Greg

Greg is a partner at Fuzion Communications, a full service Marketing and PR agency with offices in Dublin and Cork, Ireland. We help businesses with their brand development.

Why Authentic Content Marketing Matters Now More Than Ever

I recently was on a webinar hosted by Born Social, and the topic of discussion was ‘A new age of influence and how do you effectively integrate social-first creators into your strategy‘. One of the main things that I took from it was how people are looking for more authenticity than ever before when it comes to not only their social media feeds but also in most of the media/marketing materials they consume.

With the continuous rise of TikTok, we have seen from Gen Zers that they are more interested in social media that reflects their true personalities and interests. They want to see the real person behind the persona, and they are not as interested in perfect social media feeds consisting of content that is carefully curated.

They are taking a step away from ‘Influencers’ and taking a step towards the new age of ‘Creators’. 

We are seeing new brands hit the market that have been created by everyday people, and there is no filter or photoshop behind them. The brands have no polished photos and no perfect captions. The future of creator marketing is brands that have an authentic message and were created authentically, with the ones gaining the most traction being the ones that encourage the creator to be themselves. 

The secret to many brands’ current success is in their extensive use of authentic marketing and content to attract customers and get them interested in their products. By creating content like this, businesses can show new buyers and regular clients what they can buy and how it would look on a real person. All you have to do is look at your TikTok feed to see how more and more brands are engaging with real people like never before because they are now seeing the value behind their real honest reviews, which is what your customer wants to see. 

Take for example Kim Kardashians’ brand SKIMS, one big part of their marketing is their interaction with content creators – sending them products so that they can show them off, how it fits etc. in a video or picture on their social channels, helping them to get on the radar of someone that might not have considered their product before.

Not only does this technique get your product in front of your audience it also creates a domino effect with other creators that may want to receive some product as well, potentially going out and buying your product on their own, with the hopes the brand will notice them and want to work with them too! 

So the main learning that I took from this, was that authenticity is the key to customer engagement and never before has it been so important to be yourself on social media.

Michelle

Michelle Harrison is a Senior Account Manager, part of the PR and Marketing team with Fuzion Communications, a full service brand communications agency that operates from offices in Dublin and Cork

Winning business is so incredibly easy !!

I received another cold call email today from a crew I have never heard of who promise me that they will transform our business.

Here is the beautifully crafted non-sensical email that I received (I get a similar one every couple of days from another one of these “lead generation” specialists):

Hi Greg,

Just wanted to share a quick overview of how we help marketing agencies like Fuzion Communications add an extra $30,000 in revenue in the next 90 days. Here’s a quick overview of our process:

• Step 1: Set up an Automated Outbound Machine
• Step 2: Analyze and Build a List of Qualified Prospects 
• Step 3: Craft a High-Converting Message with an Irresistible Offer 
• Step 4: Launch an Outbound Campaign Sequence at Scale 
• Step 5: Gather Data, Iterate, and Optimize for Better Performance 

We stand behind our methods with a solid guarantee and performance offer. 

Would it make any sense to discuss this further? Let me know!

(God love the poor idiots who have been tasked with sending out this rubbish)

If anyone would like their magic wand details to transform your business just let me know.

Greg

Greg Canty is the Managing Partner of Fuzion, a full service Brand Communications agency in Ireland