Con­fi­dence high, but Brexit fears a big­ger worry for some sec­tors

Irish Independent - Business Week - - APPOINTMENTS -

BUSI­NESS con­fi­dence is hold­ing up well for the fifth year run­ning, but some parts of the econ­omy ex­pect Brexit to have a neg­a­tive im­pact. That’s ac­cord­ing to the an­nual re­port on salaries, in­sights and mar­ket sen­ti­ment, pro­duced by the Mar­ket­ing In­sti­tute and re­cruit­ment com­pany Al­ter­na­tives.

Gov­ern­ment, pharma, mo­tor and drinks com­pa­nies are among those most wor­ried about how Brexit could im­pact their op­er­a­tions, with one in five of the 1,181 re­spon­dents across 25 sec­tors in­ter­viewed ex­press­ing un­cer­tainty. Yet, 62pc of those sur­veyed said things are a lot or a lit­tle bet­ter, par­tic­u­larly those in con­struc­tion, man­u­fac­tur­ing, gam­ing, fi­nance and hos­pi­tal­ity.

Bernie Keogh, man­ag­ing direc­tor of Al­ter­na­tives, said trad­ing prospects are en­cour­ag­ing, with the sur­vey show­ing a 55pc pos­i­tive score, as op­posed to a 36pc neg­a­tive or very neg­a­tive re­sponse – largely due to Brexit wor­ries.

The av­er­age start­ing salary in mar­ket­ing is €30,000, with most heads on €95,000 and di­rec­tors on €123,000. The re­port found 61pc of in­ter­vie­wees got salary in­creases in the last year, with 41pc earn­ing 5pc more, one in five get­ting 6pc or more and 29pc no in­crease. Male ex­ec­u­tives are bet­ter paid than women, with the ex­cep­tion of em­ploy­ees at en­try level. Most male di­rec­tors were paid 13pc more than women, while men in ju­nior roles got 8pc less.

With re­gards to ben­e­fits, those work­ing in large com­pa­nies and multi­na­tion­als re­ceived more re­wards. Men get more ben­e­fits across bonuses, car, mo­bile phone and con­trib­u­tory pen­sions. Other perks in­clude health­care, share op­tions, flex­i­ble hours and re­mote

Trad­ing up:

Al­ter­na­tives man­ag­ing direc­tor Bernie Keogh said the study found prospects are en­cour­ag­ing work­ing. The sur­vey claims the gig econ­omy is “alive and kick­ing” in Ir­ish mar­ket­ing. Eight in 10 com­pa­nies hired in­terim man­agers and con­sul­tants.

One in three have con­tracted or free­lanced for work-life bal­ance, port­fo­lio tasks and project ex­pe­ri­ence. Re­spon­dents were asked about the role of mar­ket­ing in com­pa­nies and how strate­gic it was.

Mar­keters con­sid­ered most strate­gic play a key role in shap­ing brands, propo­si­tions, cus­tomer ex­pe­ri­ence, busi­ness strat­egy and pric­ing. Dig­i­tal and data an­a­lyt­ics are now cen­tral to mar­ket­ing op­er­a­tions. Those seen as strate­gic, rev­enue-gen­er­at­ing part­ners are at 64pc, with 42pc rep­re­sented on boards. Mar­ket­ing as a sup­port func­tion got a 22pc score. Re­sources are rel­a­tively tight with larger com­pa­nies, while con­sumer busi­nesses boast greater re­sources. Team sizes over­all are quite small, apart from multi­na­tion­als. Some 62pc work in mar­ket­ing teams of one to 10, while 14pc are part of a team of 40 peo­ple or more.

⬤ Ev­ery year Nestlé Ce­re­als calls on schools and playschools around Ire­land to host Chee­rios break­fasts to raise funds for the ISPCC’s Child­line. Due to new reg­u­la­tions, the fo­cus can no longer be on young­sters. So the or­gan­is­ers are call­ing on cor­po­rate sup­port for Ire­land’s only 24-hour lis­ten­ing ser­vice for kids. Child­line an­swered around 380,000 calls last year. Davy was the first com­pany to sign up.

The or­gan­is­ers urge busi­nesses, com­mu­nity groups, schools and creches to host a Chee­rios break­fast on any morn­ing next week. In­ter­ested par­ties can reg­is­ter at child­line­break­fast.ie.

⬤ En­er­gia has for­mally an­nounced Legacy Con­sul­tants as its spon­sor­ship agency in han­dling its work with Le­in­ster Rugby and the nam­ing rights for En­er­gia Park in Don­ny­brook. En­er­gia has a 10-year deal as a club part­ner. Legacy’s com­mer­cial direc­tor, Dublin foot­baller Bernard Bro­gan has fronted Su­perValu and King crisps ads. Legacy’s other clients in­clude Lit­tle­woods, Laya Health­care, Volk­swa­gen, Glenisk and AIG.

⬤ PJ Car­roll has en­tered the e-cig­a­rette mar­ket with Cirro vapours. Cirro co-spon­sored the Ir­ish Gro­cers Benev­o­lent Fund an­nual sports lunch in the Aviva Sta­dium, with 470 guests joined by Roy Keane, Henry She­flin, Ire­land hockey star Anna O’Flana­gan and rugby’s Shane Byrne.

⬤ And fi­nally... award-win­ning song­writer and com­poser John Walsh is at it again. The hir­sute Ca­van man’s ‘Sym­phonic’ net­ted a sil­ver at the Sharks fes­ti­val in Kin­sale for his orig­i­nal track used in Jame­son Ir­ish whiskey’s Scully global TV ad. Walsh’s other ad cred­its in­clude Aldi, Bord Bia, McDon­nells and Fáilte Ire­land’s Wild At­lantic Way.

Michael Cullen is ed­i­tor of Mar­ket­ing.ie; cullen@mar­ket­ing.ie

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