This much I know

Shane O’Leary, brand planner at advertising agency Target McConnells

Irish brands are now starting to think about content as an important part of their marketing mix. In the next 12 months, we will see further growth in this area.

In the past, brands could afford to pump money into paid media. Marketing relied on pushing messages out to consumers, interrupting with noise and colour.

But the effectiveness of this strategy is on the ...