# Marketing_Network_-_MMP071F-22_Qualitative_TRD.docx
# Tender: DETE-Creative-LOST

s Dynamic Purchasing System for the Provision of Creative Campaign Services for the Public Sector (MMP071F – RFT212986) Stage 2 - RFT Qualitative Tender Response Document Department of Enterprise, Tourism and Employment Ref: MMP071F-22 DPS Member Name Marketing Network Limited CONTENTS Introduction – Tenderers Details – Conflicts of Interest and Registerable Interests – Freedom of Information Section 1 – Declaration – Tenderer’s Statement Section 2 – Award Criteria 1 – Quality and Balance of the Team Proposed 2 – Response to the Campaign Brief 3 – Service Management and Delivery (Including Account Management) 4 – Proposals on the incorporation of Social Considerations (diversity and/or social inclusion) into the delivery of services Introduction The scoring table for this competition is included in the RFT Document. In the case of any contradiction, the information in the RFT Document takes precedence. The Dynamic Purchasing System (DPS) Member hereby acknowledges, agrees and confirms that the DPS Agreement for the Provision of Creative Campaign Services for the Public Sector in Ireland is hereby adopted and governs the provision of the Services. All Responses in this Qualitative Tender Response Document are subject to the rules, conditions and stipulations as set out in the RFT. Tenderers must complete this Qualitative Tender Response Document in its entirety. All of the instructions and guidance notes must be observed in every Section of this TRD. The TRD must be submitted in the same sequence as presented (not rearranged). Supplementary information: Service brochures or links to websites in lieu of the required response will not be accepted. Any information not set out in the response sections herein will not be evaluated, including any appendices and attachments added or affixed to this TRD. Any of the fields provided can be expanded, as necessary, although Tenderers are requested to provide comprehensive yet concise responses. The Contracting Authority reserves the right to verify the information provided Tenderer’s Details Legal Name of DPS Member Marketing Network Limited Contact Name for this RFT Kieran Killeen Telephone Number 087 256 6948 Email Address kieran.killeen@marketingnetwork.ie Company Registration Number 111462 Tax Reference Number IE 4805574A Tax Clearance Access Number 4805574A CONFLICTS OF INTEREST AND REGISTERSABLE INTERESTS Tenderers must declare any actual or potential conflicts of interest, and registerable interests. Marketing Network confirms that there are no conflicts of interest in connection with this tender submission. FREEDOM OF INFORMATION Tenderers are advised the DPS client is subject to the Freedom of Information (FOI) Act, 2014. If a Tenderer considers that any of the information supplied in their Tender response is either commercially sensitive or confidential in nature, this should be highlighted and the reasons for its sensitivity specified. In such cases the relevant material will, in response to a request under the FOI Act, be examined in the light of the exceptions provided for in the Act. Clause 13 of the RFT refers. Marketing Network acknowledges that the Department of Enterprise, Trade and Employment, as the Contracting Authority, is subject to the provisions of the Freedom of Information Act 2014. We understand that information provided in this tender response may be subject to disclosure. Section 1 – Declaration [Tenderers shall complete and return the following form of Tenderers’ Statement printed on the Tenderers’ headed notepaper and signed by the Tenderer.] TENDERERS’ STATEMENT TO: Department of Enterprise, Tourism and Employment (the “Contracting Authority”) RE: 212986 (RFT) Having examined your Supplementary Request for Tenders (the “RFT”) including the Instructions to Tenderers, the Award Criteria, the Requirements and Specifications, and the Terms and Conditions of the Services Contract, we hereby agree and declare the following: 1. We understand the nature and extent of the Services required to be delivered as described in Requirements and Specifications at Part C to the RFT. 2. We accept all of the Terms and Conditions of: a) the RFT; b) the Services Contract and agree that if awarded any contract pursuant to the DPS Agreement to execute the Services Contract at Appendix 2 to the RFT. 3. We accept all the Award Criteria as set out in Part B of the RFT. 4. We agree to provide the Contracting Authority with the Services in accordance with the RFT and our Tender. 5 We agree that, if awarded any contract pursuant to the DPS Agreement that we shall, in the performance of such contract, comply with all applicable obligations in the field of environmental, social and labour law. 6. We confirm that we have complied with all requirements as set out in the RFT. 7. We confirm that all prices quoted in our Tender will remain valid for the period of time commencing from the Tender Deadline specified at paragraph 9 of Part A: Instructions to Tenderers of the RFT. 8. We shall, if awarded any Services Contract pursuant to a DPS Agreement, have in place on the Effective Date of the Services Contract all insurances (if any) as required by paragraph 10 of Part A: Instructions to Tenderers of the RFT. 9. We confirm that all Data Subjects whose Personal Data is provided in our Tender have consented to the processing of such Personal Data by us, the Contracting Authority, the Evaluation Team and the supplier of the etenders.gov.ie website, for the purposes of our participation in this Competition or that we otherwise have a legal basis for providing such Personal Data to the Contracting Authority for the purposes of our participation in this Competition and that we will provide evidence of such consent and / or legal basis to the Contracting Authority upon request. 10. We do not come within the category of prohibited economic operators identified in Regulation (EU) No 833/2014 of 31 July 2014 (as amended by EU Regulation 2022/576 or any subsequent amendments to same). 11. The origin of goods connected to our Tender, if any, are not subject to the prohibitions set out in Regulation (EU) No 833/2014 (as amended by EU Regulation 2022/576 or any subsequent amendments to same). 12. The subcontractor(s) on whose capacity we rely as part of our Tender (where the value of that subcontract exceeds 10% of the value of the Services Contract) does not come within the category of prohibited economic operators identified in Regulation (EU) No 833/2014 of 31 July 2014 (as amended by EU Regulation 2022/576 or any subsequent amendments to same). SIGNED (Authorised Signatory) CompanyMarketing Network Limited Print name Kieran Killeen Address Marketing Network, Marketing Network House, Argyle Square, Donnybrook, Dublin 4. D04 T6Y2 Date Oct 29th, 2025 Section 2 – Award Criteria The responses provided in this Section 2 of the TRD will be used to determine the allocation of marks under the Award Criteria, as set out in Part B of the RFT. Tenders are advised to adhere to the instructions and guidance notes provided and ensure that the information provided is sufficient to determine the quality, appropriateness and level of responsiveness of tenders during evaluation. Award Criterion 1 - Quality and Balance of the Team Proposed Tenderers are required to provide detailed information to demonstrate the quality and expertise of the proposed team assigned to deliver the service having regard to the requirements of this contract. In this demonstration, tenderers are asked to include reporting lines, backups, common task assignment responsibility, and all other pertinent details that will illustrate the provision of resources to the Client. Tenderers at a minimum must: List the service delivery team (including the Account Director and Account Manager) who is proposed will be directly involved in delivering the required services Briefly describe the role and expertise of each person on the team Provide a statement which describes the suitability of the team as a whole, who it is proposed will be directly providing the services. Page Limit: The Page limit for points a – c is four (4) x A4 pages Submit an organisational chart demonstrating reporting and management accountability of the full team involved in the delivery of service. Tenders should note that there is no limit to the size of the team outlined within the organisational chart Page Limit: The organisational Chart must not exceed one (1) x A4 page Individual profiles detailing relevant professional qualifications, experience and skillset for members of nominated core team who will be responsible for service delivery for the contracting authority’s Programme of Activity. This team must have immediate availability. Each of the CVs must outline: Name Proposed Role in the Service Delivery Team Details of education/qualifications in an advertising/marketing discipline Expertise and previous experience relative to the service to be provided Page Limit: Each CV must not exceed two (2) x A4 page for each key resource proposed For the purpose of evaluation, CVs for the Account Director, Account Manager, Creative Director, Senior Copywriter and Digital Strategist roles only will be evaluated (Five (5) roles in total) Total Page Limit: A maximum of FIFTEEN (15) X A4 pages should be provided for Award Criterion 1 A. Service Delivery Team Marketing Network proposes a senior, multidisciplinary team with extensive experience in public sector communications, behaviour change campaigns, and integrated creative delivery. Each member has previously worked within government frameworks, as well as private sector and Not for Profit organisations. These campaigns have been strategic, evidence-based, creative campaigns with measurable objectives, where clear target personas have been developed. Campaigns have included Awareness Raising campaigns, Behaviour Change communication and Brand identity design and development and have included design, development, copywriting and production of creative concepts, content and advertising materials for use across all channels and platforms; including Social media content management. Our team fully understands the importance of compliance, accountability, and performance measurement. Proposed Core Team: Account Director: Kieran Killeen Account Manager: Padraig Smith Creative Director: Elsie Arayes Senior Copywriter: Graham Stewart Digital Strategist: Robert Doran Digital Designer and 3D Artist: Paul Lucaci This team will be directly responsible for developing, delivering, and evaluating the Department of Enterprise, Trade and Employment’s Short-Term Letting Awareness Campaign as well as any other future campaign requirements. The composition ensures an optimal balance of strategic oversight, creative development, and operational execution. B. Brief Overview of Roles and Expertise Kieran Killeen: Account DirectorKieran will provide strategic oversight and senior client counsel throughout the campaign. With over 30 years of experience in brand identity development, behaviour change and public awareness communications, he has led numerous high-profile campaigns, including Eircode, Ayvens, MyWaste, and ComReg’s Consumer Awareness Campaigns. His responsibilities will include conducting strategic planning workshops, research and insight, reviewing creative and media proposals to ensure they align with DETE’s objectives, and maintaining quality assurance across all deliverables. Kieran will serve as the main escalation point for DETE and will ensure the agency’s resources are properly aligned with project needs. Kieran will also ensure that sufficient resources across the team are available throughout the contract period. Padraig Smith: Account ManagerPadraig will manage the day-to-day relationship with DETE, ensuring clear communication, timely delivery, and consistent quality across all outputs. As an experienced Account Director with over 30 years of experience in client service for private sector, Not for Profit, public and semi-state bodies, Padraig has managed multi-channel campaigns with complex stakeholder requirements, including Citizens Information, Abhaile, Keelings, Manor Farm, Circol ELT, ComReg, Repak, and MyWaste. He will coordinate project timelines, internal workflow, budget management, and performance tracking. Padraig will also facilitate weekly project reviews and oversee the client approval process for all creative and production materials. Where short timelines exist for specific needs Padraig will mobilise the internal team to ensure efficiency in delivery. Elsie Arayes: Creative DirectorElsie will oversee the creative development of the campaign, transforming strategic insights into engaging creative concepts and clear public messages. With a background in advertising and design, Elsie has directed campaigns for Eircode, MyWaste and ComReg, Circol ELT, Ayvens, and Aircoach,each requiring a nuanced approach to communicating regulatory or behavioural messages to broad audiences. Her focus will be on generating ideas that clearly highlight policy information, ensuring the campaign is accessible, inclusive, and impactful across all channels. Elsie will collaborate closely with the copywriter, digital strategist, and account team to maintain creative consistency from concept to delivery. Graham Stewart: Senior CopywriterGraham will be responsible for crafting clear, audience-appropriate messaging and copy for all campaign assets. He specialises in writing for public information campaigns and has previously developed messaging frameworks for Repak Team Green, Eircode, Citizen Information Services and MyWaste. His expertise lies in creating tone-of-voice strategies that build understanding, trust, and engagement. Graham will ensure consistency across all written materials, from press and radio scripts to digital and social assets, ensuring messages remain compliant with the Government of Ireland branding and the Official Languages Act. Robert Doran: Digital StrategistRobert will lead the campaign’s digital strategy and oversee the integration of creative content across digital, social, and online display channels. With over 15 years of experience managing multi-platform public campaigns, he has delivered measurable digital performance outcomes for Eircode, Abhaile, ComReg Keelings, Sicín Sásta and MyWaste. Robert will ensure that campaign content is optimised for each platform and that metrics, analytics, and reporting dashboards are in place to measure reach, engagement, and conversion. His role will include data-led audience segmentation, channel selection and performance evaluation to support DETE’s communications objectives. Paul Lucaci: Digital Designer and 3D Artist Paul will ensure the campaign’s visual and technical excellence across all digital and motion-based formats. With over ten years of experience in design and animation for national campaigns, Paul brings advanced capabilities in digital storytelling, motion graphics, and 3D visualisation. He has designed and produced creative assets for Eircode, Vodafone, Just Eat, Brown Thomas, MyWaste, Repak Team Green, Circol ELT and ComReg’s Consumer Awareness initiatives, contributing significantly to their visual identity and campaign performance. Paul’s focus for the DETE campaign will be to transform creative concepts into visually engaging, accessible, and platform-optimised materials. Working closely with Elsie Arayes and Robert Doran, he will design and animate digital assets that perform effectively across social, web and display environments. His technical fluency and attention to visual detail will ensure that all campaign materials maintain consistency, clarity and audience appeal. C. Team Suitability and Balance The proposed Marketing Network team presents a well-balanced structure that blends experience, strategic leadership, creative vision, digital innovation, and technical execution. Each member brings unique expertise, collectively ensuring a fully integrated and responsive service that meets all project requirements. The team has been deliberately composed to mirror the campaign’s expected workflow, ensuring clarity of responsibility, effective communication, and ongoing service. Strategic leadership will be provided by Kieran Killeen, who will oversee all aspects of campaign strategy, client engagement, and performance management. Padraig Smith will serve as the operational backbone of the account, managing workflows and client liaison to ensure all deliverables are produced on time, on brief, and within scope and budget. Creative direction will be led by Elsie Arayes, whose experience in translating behavioural objectives into compelling visual and conceptual platforms has consistently achieved measurable results for public awareness campaigns. Working under her guidance, Graham Stewart will translate strategic and creative ideas into clear and relatable messaging that captures audiences and simplifies complex regulatory information. Digital excellence will be provided through the combined expertise of Robert Doran and Paul Lucaci. Robert will oversee the digital strategy and analytics framework, ensuring that campaign content performs effectively across digital channels. Paul Lucaci, as Lead Digital Designer and 3D Artist, will provide the highest creative and technical standards across all digital and motion outputs, adding depth to the campaign’s visual storytelling and ensuring that creative assets are consistent, accessible, and optimised for all platforms. This integrated structure ensures a constant flow of information between the strategic, creative and digital streams of work. The Account Director and Account Manager will maintain direct communication with DETE at all stages, supported by regular internal production and performance reviews to maintain quality and responsiveness. All members of the proposed team have previously collaborated on public sector campaigns, including Eircode, Repak, MyWaste, Citizens Information Services and ComReg's Consumer Awareness Initiatives. Marketing Network’s structure also provides scalability. Additional agency specialists in research, content production, and media coordination can be activated at short notice to support peak campaign phases or unanticipated requirements. This flexibility ensures that DETE will have uninterrupted access to the full breadth of the agency’s resources while maintaining a single, accountable point of contact through the core team. The agency is process-oriented and prides itself on the delivery of weekly progress reports to ensure that both client and agency are fully appraised of campaign developments, with timelines and agency/client responsibilities clearly defined for every action point. In summary, the proposed team embodies a strong balance of strategic leadership, creative innovation, digital capability and production excellence. The established collaboration among team members, combined with Marketing Network’s disciplined project management approach, ensures the delivery of a campaign that is insightful, compliant, and impactful. DETE can be confident that this team possesses the expertise, capacity and commitment to deliver a successful and effective Short-Term Letting awareness campaign of national significance. D. Marketing Network: Organisation Chart E. Individual CVs Kieran Killeen Proposed Role: Account Director Availability: Immediate Education and Qualifications Master of Business Administration, University of Liverpool Better Client Service, Dale Carnegie Executive Leadership, ​​Leadership Management International Overview Kieran has more than 35 years of experience in marketing communications, public-sector campaigns, and the leadership of multidisciplinary agency teams. He has directed national programmes for Eircode, ComReg, MyWaste, Repak and Safefood, all of which required clear public information, behavioural messaging and support for regulatory change. He brings deep experience in managing complex Government accounts, ensuring strong governance, stakeholder alignment and high-quality delivery. Expertise Aligned to This Campaign Senior leadership of large-scale public information campaigns Extensive experience in regulated and compliance-focused communications Stakeholder engagement with Government departments and semi-State bodies Behavioural change messaging and clarity of public instruction Oversight of creative, digital, production and reporting workstreams Risk management and project governance Ensuring adherence to the Government of Ireland communications standards Relevant Experience Kieran is an accomplished senior strategist and account director with more than 35 years’ experience leading major national communication programmes for Government departments, semi-state bodies and commercial organisations. He has overseen the planning, development and delivery of large-scale public awareness, compliance, behavioural change and regulatory campaigns across Ireland, including landmark initiatives for Eircode, ComReg, MyWaste, and multiple environmental and charitable bodies. Throughout his career, Kieran has directed multi-channel programmes encompassing broadcast, digital, outdoor, social, press, stakeholder communications and local activation. His leadership ensures that campaigns are grounded in insight, with clear target-audience identification, behavioural understanding, and message alignment. He has a strong track record of guiding multidisciplinary teams, ensuring creative consistency, operational efficiency and effective governance across all stages of delivery. Kieran places significant emphasis on measurable performance, ensuring that all campaigns are built around clear SMART objectives, defined KPIs, and transparent evaluation frameworks. His strengths lie in navigating complex public-sector environments, synthesising stakeholder input, ensuring full compliance with Government communication standards and providing senior-level counsel throughout the lifecycle of a programme. He consistently supports clients in meeting legislative, regulatory and policy-related communication objectives through clear, accessible and strategically aligned campaigns. Key Skills Strategic leadership Public-sector communications Cross-team coordination Quality and compliance oversight Campaign evaluation and reporting Padraig Smith Proposed Role: Account Manager Availability: Immediate Education and Qualifications Bachelor in Business Studies, Trinity College Dublin Strategic Marketing Course, Marketing Institute of Ireland Better Client Service, Dale Carnegie Strategic Digital Communications, Marketing Institute Strategic Creativity, Irish Advertising Practitioners in Ireland Overview Padraig has more than 30 years of experience in account management, client service and campaign delivery. He has managed major national campaigns for Repak, MyWaste, the Citizens Information Board, Eircode and ComReg. He is experienced in managing timelines, approvals, budgets, workflows and multi-stakeholder communication in public-sector environments. Expertise Aligned to This Campaign Day-to-day account management and client liaison Coordination of creative, digital and production teams Managing approval cycles and stakeholder feedback Scheduling, project control and documentation Ensuring accessibility, bilingual requirements and clarity of communication Managing the delivery of toolkits for Government partners Supporting message accuracy and compliance Relevant Experience Padraig has been involved in developing the communications and campaign strategies for the ComReg Product Safety Unit, Construct Innovate, Abhaile Mortgage Arrears, Citizens Information, Repak(Team Green), Keelings, Manor Farm Donnelly Fresh, Golden Irish Eggs and MyWaste, in each case he has been instrumental in the planning and management of integrated campaigns across multiple channels including traditional, digital, mobile, social media/social media management and other emerging technologies. These campaigns have been insight driven, with target audience identification and target persona development central to messaging development and channel strategy and planning. These campaigns have included behaviour change initiatives, brand awareness, campaigns, and educational campaigns. Padraig has also managed brand design and development projects for ComReg Connects, and Circol ELT, Irelands Tyre Compliance Scheme. For each campaign, Padraig always ensures that SMART objectives and KPI’s are agreed to enable post-campaign analysis and performance reporting to evaluate campaign effectiveness. Key Skills Project coordination Stakeholder management Quality control Workflow oversight Clear communication Elsie Arayes Proposed Role: Creative Director Availability: Immediate Education and Qualifications Bachelor of Arts in Graphic Design, Notre Dame University - Louaize - Lebanon Overview Elsie has more than 12 years’ experience in creative direction, concept development and integrated campaigns. She leads the agency’s creative team and has delivered major national programmes for Eircode, Keelings, Aircoach, Circol ELT, MyWaste and Love Irish Food. She specialises in simplifying complex messages into clear and engaging public communications. Expertise Aligned to This Campaign Creative leadership for public-sector campaigns Development of campaign lines, messages and visuals Clear information design for public communication Ensuring the Government of Ireland's visual identity compliance Directing animation, digital and print output Accessibility-focused design for public audiences Managing creative sprints and iterative feedback cycles Relevant Experience Elsie is an experienced and versatile creative director with more than a decade of experience working across brand development, campaign concepting, visual communication and integrated creative execution. She has led creative strategy and development for national campaigns across Eircode, MyWaste, Aircoach, Love Irish Food, Manor Farm, and Circol ELT. Her work brings together insight-driven creativity, accessible design and strong narrative development to deliver clear, compelling and audience-centred communication. She has significant experience translating complex or technical messages into simple, engaging creative that works across broadcast, digital, outdoor, social and print. Elsie’s leadership ensures that creative ideas remain aligned with a campaign's strategic direction, with a focus on clarity, consistency, accessibility, and impact. She has directed high-volume content development, brand identity programmes, motion graphics, 3D visualisation and digital-first campaign creative across a wide range of sectors. Elsie brings a strong understanding of behavioural and educational communication, having developed creative approaches for behaviour-change campaigns and public-sector information initiatives that require clear, plain-English messaging. She ensures creative work is grounded in insight and aligned with audience needs, with particular focus on maintaining cohesion across versions, formats and languages. Her leadership supports high-quality creative execution, effective collaboration across teams and the delivery of strong, coherent campaign systems that meet both client objectives and audience needs. Key Skills Creative leadership Concept development User-centred design Multi-format creative direction Clear communication style Graham Stewart Proposed Role: Senior Copywriter Availability: Immediate Education and Qualifications Degree in English, Trinity College Dublin Overview Graham has over 15 years’ experience in copywriting for national and international agencies including TBWA, Rothco, McCann and BBDO. He specialises in crafting clear, concise messaging for public campaigns and behavioural communications. His work spans brand campaigns, compliance communication and multi-channel content. Expertise Aligned to This Campaign Public information copywriting Development of clear headline and explainer messaging Scriptwriting for animation and video explainers Legibility and plain-English communications Creating copy systems and toolkits for multi-stakeholder use Ensuring tone, clarity and accessibility across formats Relevant Experience Graham is a highly experienced and versatile copywriter, content writer and copy lead. And has worked with in-house creative agencies, branding consultancies, design houses, and directly with many organisations throughout Ireland, I bring brands to life with content that engages their audiences on a human level. He has over 20 years’ experience with international creative agencies including TBWA and McCann. With deep advertising, branding and creative experience in almost every industry, Graham has worked his way through a genuine A-Z of Irish and global brands – all the way from AIB to Zurich. From video and audio scripts to social posts, naming projects, web pages and annual reports, Graham has extensive expertise in every form of copywriting and content design. As versed in B2B as I am in B2C, he has experience developing engaging content for not-for-profit and very-much-for-profit organisations. Graham would say that “A copywriter needs to be able to do more than, well, write copy. Before my fingers go anywhere near a keyboard, I listen and I learn to put myself in the shoes, objectives and stresses of you, the client, and your audience to gain a stronger understanding of the challenge.” Graham has worked on behavioural change campaigns for The Rape Crisis Centre, SafeFood, Dept of Health, Childhood Obesity and brand campaigns for clients including Microsoft, The Health and Safety Authority, RTE, Zurich Pensions, Jameson, and Bavaria. He has also played a key role in brand naming and development, including brand story and tone of voice development. Key Skills Messaging clarity Scriptwriting Structural copy development Multi-format content writing Robert Doran Proposed Role: Digital Strategist Availability: Immediate Education and Qualifications MSc Multimedia, Dublin City University Professional Diploma in User Experience Professional Diploma in Graphic Design Professional Diploma in Website Design Overview Robert has more than 15 years of experience in digital strategy, campaign planning, UX and analytics. He has led digital programmes for Eircode, Repak, MyWaste, Keelings and various public-sector clients. He specialises in digital behaviour pathways, online user journeys and performance measurement for public communications. Expertise Aligned to This Campaign Digital strategy for public information campaigns Behaviour-based audience segmentation UX planning for registration and information journeys Analytics, measurement and reporting frameworks Social content strategy and targeting Development of digital formats for explainer content Supporting campaign evaluation Relevant Experience Robert is a highly skilled digital strategist with more than 15 years’ experience developing integrated digital strategies, performance frameworks and user-centred content plans for public-sector, FMCG and private-sector clients. He has led digital strategy for national campaigns across Eircode, MyWaste, Repak, Keelings, and a range of environmental compliance and public information programmes. His work spans audience segmentation, behavioural insight, digital user journeys, analytics, measurement, optimisation and multi-platform content development. Robert specialises in transforming complex regulatory or behaviour-change messages into clear, navigable digital experiences. He has extensive experience creating digital ecosystems that combine web, social, search, display and video to guide audiences through information, encourage compliance and improve overall engagement. He has overseen the planning and execution of performance-driven digital activity using evidence-based approaches grounded in analytics, testing and iteration. His expertise also includes KPI development, reporting and post-campaign evaluation, ensuring accountability and transparency for public-sector clients. Robert is adept at aligning creative concepts with platform-specific requirements and ensuring accessibility, clarity and consistency across formats. He brings a strong understanding of UX principles and digital best practice, enabling campaigns to reach audiences effectively and support measurable outcomes across awareness, engagement and action. Key Skills Digital strategy UX and user flow mapping Analytics and optimisation Multi-channel planning Reporting and insights Award Criterion 2 - Response to the Campaign Brief DPS Members responding to this RFT must demonstrate their full understanding of the Client’s requirements, their challenges and their target audiences, as described in the campaign brief at section 3 of Part C: Specification of Requirements. This may include but is not limited to: Understanding of the nature and challenges of the brief; Quality of research and informed understanding of the target audience(s); Quality and robustness of strategic approach and proposed high-level/outline creative concept. Response must include solutions to challenges identified; Quality of the project plan (inclusive of milestones, aligned to nominated team resources); Quality of proposal to monitor and report on campaign effectiveness. Tenderers should also provide a statement highlighting their understanding of the position of the DPS Client. Page Limit: A maximum of ten (10) x A4 pages should be provided for Award Criterion 2 Note: A full creative response is NOT required as a response to this award criterion 1. Understanding of the Nature and Challenges of the Brief:Marketing Network understands that the Department of Enterprise, Trade and Employment (DETE) intends to deliver a national public awareness campaign to support the introduction of new Short-Term Letting (STL) regulations in 2026. These regulations will require anyone offering accommodation for up to 21 nights to register their property with Fáilte Ireland and display a unique registration number on all listings and ads for same. The 2025 ESRI study shows that entire-property listings account for about two-thirds of all short-term lets, with the highest concentrations in Dublin, Galway, and other high tourist areas. In some regions, STLs make up to 10 per cent of private rental stock. This initiative forms a central part of the Short-Term Letting and Tourism Bill 2025. It is designed to create a single, transparent register of all short-term lets in Ireland, aligning with European Regulations. The communication for this initiative will be vitally important. DETE must inform and motivate a wide and diverse group of property owners, many of whom have limited engagement with government communications. Our communications must reach both professional operators with established business models and individuals and accidental landlords who occasionally let out rooms. It must be inclusive, factual, and easy to understand, with information presented in both English and Irish and meet Universal Design Principles. Marketing Network recognises that this campaign must do more than deliver awareness. It must also build trust and encourage early compliance. The tone must be firm but also friendly; we need to demonstrate that registration is both a legal requirement and a positive step towards fairness. The campaign will also need to demonstrate sensitivity. Some hosts may feel anxious about the implications of regulation. The approach must therefore focus on clarity, accessibility, and reassurance. It should highlight the simplicity of the process and the benefits to hosts, guests and local communities. Marketing Network has extensive experience in developing and delivering public awareness campaigns that balance regulatory messages with empathy and public understanding. We have led communications for ComReg, Repak, Abhaile, Citizens Information, MABS, Eircode, and MyWaste, all of which required translating complex policy or behavioural change objectives into clear public-facing messages. In 2024, for example, Marketing Network delivered a national communications programme for ComReg’s Product Safety Unit. This required the agency to communicate new EU obligations to both economic operators and consumers. We designed a strategy that was clear, practical and audience-focused. The approach built public understanding and supported compliance without causing confusion or resistance. That experience directly mirrors the balance required for DETE’s short-term letting campaign. Similar campaigns have been developed on Single Use Plastics for MyWaste and soft plastic recycling for Repak. 2. Understanding of the Target Audiences: The campaign must engage multiple audience segments with very different motivations, levels of awareness and communication preferences. Below is an outline of these audiences: Professional / Semi-Professional Operators These are property owners who let one or more entire properties on a short-term basis, often as part of a commercial activity. They are familiar with digital platforms such as Airbnb, Booking.com etc, and often advertise on multiple channels. This group values professionalism, consistency and reputation. They will respond to messages that position registration as good business practice. They will also require detailed information on compliance obligations, planning considerations and proof of registration. They expect practical guidance and credible information sources. The ESRI research states that one in four hosts controls multiple properties, indicating a large cohort of commercial or semi-commercial operators whose motivations differ from casual or accidental hosts. Casual Hosts This group includes homeowners and families who occasionally let out rooms, cabins, or holiday homes. They often view letting as an informal activity and may not consider themselves part of a regulated market. Many will have limited experience with government communications and may only interact through digital platforms. This audience requires reassurance that compliance is straightforward and affordable. Messaging should be personal and direct, explaining exactly what they need to do and where to go for information. Clarity, tone and accessibility will be crucial to avoid confusion with this cohort. Wider Public Local communities, tenants, and the general public also form part of our target audience. These groups are indirectly affected by the regulation and will benefit from greater transparency in the housing sector. Messages for this group should emphasise benefits to them of regulation fairness, balanced tourism and protection of local housing availability. Stakeholders and Partners Local authorities, Fáilte Ireland, and partner bodies such as the Department of Housing and the Residential Tenancies Board, Failte Ireland/Tourism Ireland will also play an important role in sharing information and reinforcing our messaging. They require clear guidance, shared resources and agreed messaging frameworks. We should leverage this network to circulate information about the new regulations. This could involve distributing leaflets or displaying relevant footage in these locations. Marketing Network has a long history in managing stakeholder relationships as a result of our work with Abhaile, Repak, Citizens Information, Construct Innovate, Eircode and ComReg. Audience Insight and Data Marketing Network will use existing datasets and insights to guide audience segmentation. The 2025 ESRI study on short-term letting found that approximately two-thirds of listings in Ireland are entire properties, with concentrations in Dublin, Galway and other high-tourism areas. Short-term lets account for at least 10 per cent of private rental stock in some local areas. Fáilte Ireland and RTB data will further inform geographic targeting and message delivery. Marketing Network will build upon these sources to ensure efficient, evidence-based communication planning. We will also draw on experience from previous national campaigns, where we engaged comparable audience types. For Eircode, we communicated logistical changes to every household and business in Ireland, while Repak Team Green required ongoing public participation and behaviour change. These campaigns achieved high awareness and measurable compliance, demonstrating our ability to reach large, varied audiences with clear, accessible information. 3. Strategic Approach and Outline Creative Concept Marketing Network’s approach to this project is structured and practical. It is built around four connected phases: Insight, Engagement, Activation, and Evaluation. Phase 1: Insight and Creative Development The timeline between the award and launch will be short. DETE expects the campaign to begin in January 2026, with the registration portal opening in March or April. There will not be sufficient time for large-scale new research, so Marketing Network will conduct a rapid mobilisation process drawing on existing intelligence. This phase will include: A review of available data from Fáilte Ireland, the RTB, the CSO and the ESRI to confirm audience profiles and motivations. Two workshops with DETE’s policy and communications teams to agree on our key messages and sensitivities. A light digital sentiment review of Irish short-term letting conversations on social media and host forums to identify common attitudes. Consolidation of insights from previous national campaigns where similar audiences were reached. This agile process will be completed in the first two weeks following the contract award. It will provide sufficient evidence to inform message strategy, tone of voice and content hierarchy, allowing new creative work or amendments to proceed immediately. Phase 2: Engagement and Messaging The engagement strategy will centre on clear, factual communication that builds understanding and trust. The message must explain the new regulation in simple, accessible language and clearly state that registration is required. As part of the initial creative development process, we have prepared two potential headline options for review and discussion with the DETE team. These options are presented in two creative ways to allow DETE to consider different language approaches. Option 1: “Short-Term Letting?” This option reflects the terminology used within the legislation and associated Government communications. It is direct and aligned with the regulatory language that professional or high-frequency hosts may already recognise. This version is well suited to contexts where clarity around the legal framework is central, and where using the official term reinforces the seriousness of the requirement. Option 2: “Renting to Tourists?” This alternative is designed to support comprehension among the large cohort of casual, occasional, or low-frequency hosts identified in ESRI’s 2025 which highlights that many hosts are “occasional, low-frequency operators with limited exposure to formal regulation”. Many such hosts do not identify with the term “short-term letting” and instead describe their activity in everyday terms such as “renting to tourists” or “letting out a room/property”. Using plain-language phrasing of this kind increases recognition and reduces the risk that some hosts may incorrectly assume the regulation does not apply to them. This approach also mirrors international precedent: Spain’s recent national awareness campaign (image below) on mandatory tourist-accommodation registration deliberately used consumer-friendly language rather than technical regulatory definitions, enabling hosts at all levels to recognise their obligations clearly. * Please note that the creative example above are illustrative only and not a full creative response. This international example below is provided purely for benchmarking and is not submitted as a creative response. Translation (Without a Registration Number, it is ILLEGAL to rent a Tourist Accommodation.) Call to Action: The call to action will vary by campaign phase and platform. During the initial phase, registration will not yet be open; however, audiences should be directed to the Fáilte Ireland website for information on the new regulations, how they may be affected and the steps they will need to take in advance of the changes coming into effect in May 2026. Visuals: Visual applications of this message will be consistent across all media. The headline and strapline will provide a clear framework for print, outdoor, radio, and digital formats, ensuring recognition and coherence. The colour palette and typography will align with the Government of Ireland’s visual identity guidelines and will be tested for accessibility. If requested by DETE, Marketing Network can arrange rapid omnibus testing of the proposed lines. Supporting communications will explain: The practical steps hosts must take to register. Where to find official information and support. How compliance contributes to fairness, safety and transparency in the accommodation market. This framework gives DETE a unified message structure that is simple, repeatable and scalable across all campaign materials, from digital and social formats to radio and press, ensuring maximum clarity and impact. 3D Animation: Marketing Network proposes developing a short 3D animation as a central creative asset for the campaign. Animation allows us to present all relevant property types clearly and consistently, ensuring that every host can easily recognise whether the regulation applies to them. The use of simple transformations between a room, an apartment, cabin, and a house makes the message accessible to both experienced operators and occasional hosts, including those who may not identify with the term “short-term letting”. The animation also offers strong versatility across media. A broadcast-ready version can be used on national television. At the same time, shorter edits can be deployed through geo-targeted social media and AdSmart TV advertising to focus on regions with higher concentrations of short-term lets. Individual frames and sequences can be repurposed for digital screens, D-Pod and other outdoor formats, ensuring visual consistency and maximising the value of the creative asset across all phases of the campaign. Phase 3: Activation Stages The campaign will run in two stages aligned with DETE’s implementation schedule. Stage A - Awareness and Readiness (January to February 2026) The first stage will raise awareness that new short-term letting regulations are coming into effect. It will introduce the registration requirement and direct audiences to DETE and Fáilte Ireland, and RTB channels for information. Channels will include: National and regional press to build credibility. National and regional radio advertising for reach and accessibility. Paid and organic social media for reach and education. Display advertising on property-related websites such as Daft.ie, MyHome.ie, Rent.ie and Adverts.ie to reach active hosts. Leaflets in stakeholder locations to educate the public. Educational video/animations with subtitles in stakeholder locations where screens are available. ESRI mapping shows STL concentration in specific geographic clusters; therefore, it's important to target these regions with regional press, outdoor and digital placements in high-activity counties such as Dublin, Galway, Cork and key tourism regions. Stage B – Registration Drive (March to April 2026) The second stage will coincide with the opening of the registration portal and focus on driving action. It will use targeted digital advertising, short online videos/animations and search advertising to guide hosts to the registration page. Stakeholder ToolkitsMarketing Network will prepare a stakeholder toolkit for DETE and stakeholder groups. This will include approved copy, social templates, press material and infographics to ensure message consistency across all channels. Accessibility and InclusionAll campaign materials will meet Universal Design accessibility standards. All materials will be produced in English and Irish to ensure compliance with the Official Languages Act. Phase 4: Evaluation and Learning Measurement will be central to campaign delivery. Marketing Network will implement an evaluation plan that combines quantitative and qualitative measures. Quantitative Indicators: Reach and impressions across all media channels. Engagement metrics such as click-throughs, shares and dwell time. Traffic to the registration portal. Volume of registrations recorded by Fáilte Ireland. Qualitative Indicators: Stakeholder feedback and local authority observations. Public sentiment tracking across digital channels. Awareness and understanding levels were measured through post-campaign surveys. Weekly reports will be produced during the campaign, followed by a comprehensive post-campaign review summarising performance, insights and recommendations. 4. Addressing the Campaign Challenges Challenge Our Approach Short window between award and campaign launch Implement a quick start-up process using existing data and stakeholder insights to inform immediate campaign planning. Parallel workstreams for strategy, creative and media will ensure production readiness for a January 2026 launch. Working session between client and agency team members within the first week of contract award, to determine initial requirements and agree short-term priorities. Complex and technical legislative language Translate key information into clear, audience-friendly messages supported by infographics and visual explainers. Language will be clear, factual and accessible in both English and Irish. Diverse audience types and motivations Segment communications for professional and occasional hosts. Simple language will ensure clarity and relevance while maintaining a consistent core message. Requirement for national consistency across multiple partners Provide a campaign toolkit containing approved copy, creative templates and FAQs for DETE, Fáilte Ireland, local authorities and stakeholder bodies to ensure messaging is consistent. Limited public awareness of the forthcoming regulation Use high-reach media (radio, outdoor, press, digital display, TV) alongside targeted online placements on property websites to maximise exposure and education. Need for measurable performance and accountability Establish clear KPIs and implement weekly and monthly reporting. Results will be benchmarked against awareness, engagement and registration metrics. Accessibility and bilingual compliance Ensure all materials meet accessibility standards and are produced in English and Irish to comply with the Official Languages Act. We have access to a panel of Irish translators, should DETE not be in a position to provide one. Maintaining campaign momentum across two phases Stage delivery: awareness activity (January–February 2026) followed by a registration push (March–April 2026). Each phase will have clear objectives, media plans and reporting cycles. Integration of creative, digital and stakeholder activity Managed by the Account Director and Account Manager to maintain cohesion between creative production, media delivery and stakeholder engagement. Regular status meetings will ensure full alignment. 5. Project Plan and Milestones Phase 1: Discovery and Onboarding Timeline: December 2025 Lead Personnel: Kieran Killeen (Account Director) and Padraig Smith (Account Manager) Deliverables: Marketing Network will commence with a project initiation meeting with DETE and key stakeholders. This session will confirm campaign objectives, KPIs, approval processes and working protocols. A detailed project management structure will be agreed upon, including communication lines, progress reporting and version control. Following this, Marketing Network will provide a written project plan and timeline for DETE’s approval. Phase 2: Insight and Message Framework Timeline: December 2025 to early January 2026 Lead Personnel: Kieran Killeen and Robert Doran (Digital Strategist) Deliverables: A short, evidence-based insight phase will be completed to inform the messaging and creative brief. This will include a review of existing research from Fáilte Ireland, the RTB and ESRI, supported by two virtual workshops with the DETE team. Marketing Network will define audience segments, message hierarchy, tone of voice and the key call to action. Outputs will include an insight summary document and an approved messaging framework to guide creative development. Phase 3: Creative Development Timeline: January 2026 Lead Personnel: Elsie Arayes (Creative Director) and Graham Stewart (Senior Copywriter) Deliverables: The creative team will develop the campaign concept and design system based on the approved message framework. This will include the campaign line, visual direction and initial examples of copy and layout. All creative proposals will align with the Government of Ireland’s visual identity guidelines. Marketing Network will present concepts to DETE for review and approval before moving into production. Phase 4: Production and Asset Delivery Timeline: January to February 2026 Lead Personnel: Elsie Arayes and Paul Lucaci (Lead Digital Designer and 3D Artist) Deliverables: Production of final campaign assets across all required formats, including press, digital, social, outdoor, radio and video. All materials will undergo bilingual adaptation and checks to meet accessibility standards and the Official Languages Act. Marketing Network will deliver all assets to the media partners and DETE in line with the agreed delivery schedule. Phase 5: Stage 1 - Awareness and Readiness Timeline: January to February 2026 Lead Personnel: Full Marketing Network Team Deliverables: This initial campaign phase will focus on building awareness of the new short-term letting regulations and the need for registration. It will use national and regional press, radio, and digital channels to ensure a broad reach. Social media will be used for engagement and to direct audiences to official information sources. Weekly monitoring and optimisation will ensure maximum effectiveness and value. Phase 6: Stage 2 - Registration Drive Timeline: March to April 2026 Lead Personnel: Full Marketing Network Team Deliverables: The second campaign phase will coincide with the launch of the Fáilte Ireland registration portal. It will encourage hosts to take immediate action before the 20 May 2026 deadline. The focus will be on digital advertising, search, and retargeting to drive traffic to the registration site. Marketing Network will coordinate creative refreshes, message sequencing and ongoing reporting during this phase. Phase 7: Monitoring and Reporting Timeline: January to April 2026 Lead Personnel: Robert Doran and Padraig Smith Deliverables: Marketing Network will maintain a live analytics dashboard that provides weekly visibility into campaign performance. Weekly summary updates and monthly progress reports will be issued to DETE. The reports will outline key performance indicators, including reach, engagement, click-through rates and conversions. All campaign data will be stored securely and shared with DETE for transparency and future benchmarking. Phase 8: Post-Campaign Evaluation and Close-Out Timeline: May 2026 Lead Personnel: Kieran Killeen and Padraig Smith Deliverables: A final evaluation report will be submitted summarising campaign results, lessons learned and recommendations for future activity. The report will analyse performance against KPIs such as awareness, engagement and registration volumes. A formal debrief meeting will be held with DETE to close out the project and ensure knowledge transfer for subsequent campaigns. 6. Monitoring, Reporting and Governance Marketing Network will implement a robust governance process to maintain quality, transparency and accountability. Weekly progress meetings with DETE and key partners. Weekly campaign dashboards summarising performance and next steps. Monthly written reports tracking delivery against agreed KPIs. A final evaluation report combining data analysis with qualitative insight. Our team will maintain full transparency in budget management and performance reporting. DETE will have continuous visibility of campaign performance and decision-making. A final evaluation meeting will take place with DETE, ensuring a transparent review of KPIs, media performance, sentiment tracking and registration uptake. 7. Statement of UnderstandingMarketing Network understands that this campaign is an essential part of DETE’s legislative programme. It will enable the Department to meet its obligations under national and EU regulations, while supporting a positive relationship with the public. We recognise that the success of the campaign will depend on clear communication, efficient delivery and consistent tone. It must be a practical campaign that works in the real world, one that helps property owners understand exactly what they need to do, reassures them that the process is simple, and shows that DETE is acting in the public interest. Marketing Network will deliver a campaign that is clear and effective. We will bring strategic direction, creative quality and rigorous project management to ensure the Department’s objectives are achieved on time and within budget. Award Criterion 3 - Service Management and Delivery (including Account Management) Tenderers must demonstrate their approach to Service Management and Delivery including, but not limited to, their approach to: Management of satisfaction levels and quality of service Performance reviews and meeting Key Performance Indicators (KPIs) Quality Assurance Preparing management reports and any other reports as required Communications plan - Liaising with the Client to ensure the efficient and effective delivery of services including their approach to responding to queries Budget management Invoicing Dispute resolution and escalation procedures Conflict of Interest procedure Outline of Risks to service delivery, including strategies to mitigate these risks Page Limit: A maximum of SIX (6) x A4 pages should be provided Marketing Network operates a mature, rigorously structured project management and service delivery system designed to support complex Government of Ireland campaigns. Our methodology combines strong governance, clear accountability, defined approval pathways, and evidence-based quality control. This ensures that all work is delivered on time, within budget, and to the highest operational and creative standards. Our processes draw on over 30 years of experience in delivering public-sector campaigns across regulatory, behaviour change, compliance, education, environmental, and consumer protection domains. The following outlines our full service-management approach, supported by our internal project management framework, quality control procedures, escalation protocols and initiation documentation. 1. Project Initiation and Onboarding At appointment, we begin with a structured project initiation process, based on our internal Project Initiation Document (PID) framework. This establishes shared clarity and alignment from day one. The PID defines: Project purpose, background and objectives Scope and out-of-scope items Stakeholders and decision-makers Governance and reporting lines High-level deliverables, milestones and timeline Risks, dependencies and mitigation plan Resourcing and budget parameters Immediate next steps and kick-off activity This ensures the Department and the agency are aligned on expectations, timelines, responsibilities and approval pathways before any work begins. 2. Account Management and Governance Structure The service will be led by a dedicated Account Director (Kieran Killeen) supported by an Account Manager (Pádraig Smith). The team structure is designed to guarantee continuity, senior oversight and uninterrupted delivery. Core governance features include: Weekly or bi-weekly status meetings, as preferred by the client Weekly progress reports issued every Monday, covering workstreams, status, actions and deadlines Transparent budget tracking and pre-approval for all costed items Clear reporting lines from Account Manager &gt; Account Director &gt; Senior Agency Management Internal agency check-ins three times weekly (Monday, Wednesday, Friday) to review capacity, workflows and risk points Immediate escalation for schedule risks or dependency issues This governance structure ensures reliable, well-managed communication across all stages of the project. 3. Workflow Management and Project Control Marketing Network applies a milestone-based workflow with defined checkpoints at each stage. This includes: 3.1 Brief Validation and Approval Every project begins with a validated creative/strategic brief agreed with DETE. No work proceeds until objectives, KPIs, audiences, tone, deliverables and deadlines are confirmed. Internal kick-off meetings ensure all team members are aligned. 3.2 Milestone Structure Each campaign follows a structured progression: Concept Development Draft Creative / Copy / Strategy Internal QC Review Client Review &amp; Feedback Finalisation and Delivery Milestones cannot move forward without a sign-off from the Account Manager or Creative Director. 3.3 Project Management Platforms We use Notion as our core systems for: Task assignment Timeline management File sharing Issue tracking Status dashboards Internal and client-side visibility This ensures full transparency, real-time progress tracking and efficient communication. 3.4 Rapid Turnaround and Accelerated Delivery Capability Marketing Network has the capacity and structures to deliver high-quality work within accelerated timelines where required. We understand that the early awareness phase of this campaign may require fast mobilisation in January 2026, and we are fully prepared to support this. Our team operates a flexible, multi-layered resourcing model that allows us to scale activity immediately and reallocate senior creative, strategy and production resources to priority tasks at short notice. Rapid deployment is enabled by our established internal processes, including daily workflow monitoring, real-time task management and the availability of backup specialists across creative, digital and production roles. This ensures continuity and prevents bottlenecks even in compressed timeframes. Our creative and account teams have extensive experience delivering urgent Government of Ireland communications, including regulatory updates, public information notices and fast-turnaround behaviour-change campaigns across digital, social, press and broadcast channels. When accelerated timelines are required, we implement a condensed milestone structure with same-day internal reviews, rapid client checkpoints, and immediate escalation of any potential blockers. This allows us to deliver campaign assets to a high standard within significantly shortened turnaround periods while maintaining full compliance with our quality assurance procedures. Our approach ensures that DETE receives responsive, dependable and high-quality delivery at every stage, including periods of heightened urgency. 4. Quality Assurance Framework Our QA process is rigorous, multi-layered and designed to eliminate errors and ensure all outputs meet Government standards. Our QA framework includes: Peer Review System Work is reviewed by a second team member who is not connected to the original creator. Dedicated QC Reviewer Before client delivery, a QC reviewer signs off on accuracy, alignment with brief, compliance, tone, readability and consistency. Client-Readiness Checks We conduct final checks covering spelling, grammar, layout, design quality, brand compliance and accessibility before presentation. Version Control &amp; File Management Dedicated servers with secure cloud backup Retention of previous iterations for 1 year Production Oversight All production is managed centrally through our Production Manager to ensure consistency, technical accuracy and print/digital readiness. 5. Communication and Reporting Weekly Progress Reporting A structured weekly report (Progress Control) is issued every Monday, containing: Status of each workstream Actions for both agency and client Risks or blockers Budget updates The report also forms the agenda for weekly or fortnightly meetings and serves as a written record of all decisions. Meeting Protocols Weekly client meetings (or as directed by DETE) 12-hour turnaround for written contact reports Immediate escalation of risks, delays or approval dependencies Information-sharing We can operate via: Microsoft Teams Notion client boards Secure shared drives WeTransfer Frame.io for video/animation feedback 6. Escalation Procedure We maintain a formal, four-level escalation pathway to ensure rapid issue resolution and service continuity. Level 1 – Project Manager / Account Manager Minor issues resolved within 24 hours. Level 2 – Department Lead Creative Director, Strategy Lead or Production Head intervenes for repeated issues or risks to budget/timeline. Level 3 – Senior Management Managing Director involvement for high-risk issues or disputes requiring executive decision-making. Level 4 – Legal / Formal Dispute Resolution Only invoked in the rare event that contractual disputes remain unresolved. This structured escalation ensures transparency, rapid response and protection of DETE’s interests throughout the contract. 7. Risk Management and Contingency Planning Risk analysis is embedded in our PID and monitored weekly. Typical risks include: Delays in approvals Unexpected workload surges Scope changes Production or supplier delays Audience response segmentation issues Mitigation measures include: Early visibility of dependencies Milestone buffers Backup personnel for all roles Rapid reallocation of resources via Notion Clear version control “No surprises” budget management We maintain a trained support team to step in immediately if any team member becomes unavailable. 8. Evaluation &amp; Continuous Improvement We apply a structured evaluation model: SMART KPIs agreed at project outset Dashboarding of digital and campaign metrics Monthly and end-of-campaign reporting A/B testing for digital creative variants Optimisation based on live data Where performance falls below expected levels, we implement targeted corrective measures, test alternatives and optimise creative or channel mix in real time. 9. Data Protection &amp; Security We operate as both a data controller and a data processor, depending on project needs. All data is stored securely in Ireland or the EU. We maintain full GDPR compliance including: Processor agreements Defined purposes, duration and nature of data processing Clear data subject information in all communications 10. Irish Language Compliance We fully comply with the Official Languages (Amendment) Act 2021, delivering: Bilingual creative Irish-language copywriting 20% Irish-language media allocation where required 5% spend on Irish-language media platforms