Eircom’s changing face shifts again

Eircom’s changing face shifts again
Jon Florsheim, managing director of Eircom’s consumer division Picture: Maura Hickey

Eircom is already one of Irish advertising’s biggest spenders. Now it is bidding to establish itself as an even bigger, broader brand

Thirteen years ago, Eircom, through the medium of Pat Shortt in drag, told us that it wanted to “break free” from phone lines with its new cordless phone. Shortt, in a pink dress and wig, demonstrated the phone’s range by hanging out some large knickers on a washing line while continuing a phone conversation.

Now Eircom wants to “break free” again. This time it wants to move away from its historic association with fixed...

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