Ardmore was proud to be represented at the recent Marketing Institute of Ireland (MII) conference in Dublin by Sam McIlveen. With the theme “Elevate Your Impact”, the event brought together some of the most forward-thinking voices in Irish marketing. In this article, Sam shares his reflections and key takeaways from a day full of insight, inspiration and connection, and highlights why Ardmore is more committed than ever to growing our presence across the island of Ireland.
A clearer path to professional development
One of the standout themes of the conference was the importance of structured growth for marketing professionals. The MII introduced its Path to Professional Certification: a framework that includes three levels of competency assessment, along with a personalised development report.
In such a fast-evolving industry, having tools like this ensures we can keep developing ourselves just as much as we develop great campaigns for clients.
From reach to resonance
The conference opened with a challenge that stuck with me: “focus not only on reach, but on resonance” urged Fiona Curtin, Marketing Director at Heineken. In other words, it’s not just about how far your message travels, but how deeply it connects with the right audience.
It was a strong reminder that marketing is more than a function: it’s a major driver of economic value. With an estimated €16.5 billion contribution to the Irish economy and over 117,000 people employed in the sector, our industry supports around 1 in 20 jobs in Ireland. That’s more than the value of Irish food exports and even the residential mortgage market in 2024!
Insights from industry leaders
One of the key voices on the day was Hilary Quinn, Marketing Director for Diageo Ireland. Her advice? Be bold. Be brave. And stay focused on what really matters: commercial effectiveness and return on investment.
It was a valuable reminder that creative bravery should always be paired with strategic rigour.
Alice Mansergh, CEO Tourism Ireland, underlined the importance of curiosity: “Be curious and keep learning” was her sage advice.
Creating a culture of excellence
Olympic athlete and wellbeing coach David Gillick delivered one of the most memorable sessions. He spoke about the importance of planning, collaboration, and building the right environment for success — whether in sport or business.
He shared a powerful moment from his first day at Loughborough University, walking past a room where a whole team – coach, strength and conditioning expert, physiotherapist – were plotting how to make someone else faster than him. That was the moment he knew how serious it all was. For David, everything came down to 44 seconds.
His key message: hard work, when delivered consistently, is what drives excellence.
Growth isn’t always linear
Michael Carey, Chairman of Enterprise Ireland, spoke with clarity and impact about personal ambition. His advice was simple but powerful: “take responsibility for your success, define your future, and invest in yourself.”
It was a fitting close to a day centred on growth, and it aligned perfectly with the MII’s certification programme: a clear signal of intent for anyone looking to elevate their own impact.
A growing presence across the island of Ireland
Being part of events like this is a key part of Ardmore’s commitment to strengthening our presence across the Republic of Ireland.
Not just to network, but to stay close to the conversations shaping our industry, and to ensure our work continues to be informed, relevant and impactful.We’re excited about the future and proud to contribute to the marketing landscape on both sides of the border.
– Sam McIlveen, Ardmore
