The Irish Times aims to redefine advertising working with start-ups
The Irish Times has been working with 10 start-ups to help develop their products into new brand experiences as part of an initiative that aims to define the next wave of digital advertising.
The Irish Time’s is now set to reveal the results of Irish Times FUSION, the follow up to The Irish Times Digital Challenge 2012, at an invite-only event in Dublin on 14 June.
Of the initiative, Dr Johnny Ryan, The Irish Times’ chief innovation officer, said: “We are matching the energy of the start-up community with the enormous market access of the branding and advertising world. The advertising and branding industry is an untapped channel to reach the world’s consumers.
“Irish Times FUSION enables start-ups to work with The Irish Times to tap this channel and kickstart their businesses growth. At the same time, advertising agencies need to develop compelling digital experiences. Fusing the start-up with the advertiser creates a win-win, and enables us to lead with innovative advertising inventory.”
Over 100 entries were cut down to 20 start-ups who were then invited to enter the 154 year old newspaper’s building in early May to develop their products into new brand experiences. Within a week the 20 start-ups were cut to 10 by an industry panel that included Steve Latham of The Cannes Lions. The final 10 are now working with NDRC LaunchPad and The Irish Times’ own staff as well as Irish media buyers and branding industry mentors, being coached on how advertising works and how to open revenue streams.
Over the course of the FUSION programme each start-up will pitch for global industry leaders including the likes of Contagious Magazine managing editor Emily Hare, senior representatives from The Financial Times, The Boston Globe, The Cannes Lions, and WAN-IFRA. On 14 June the winner will receive €40 marketing credit and one (or two) start-ups in residence will be selected to spend six months at The Irish Times.