…and when they do, it tends to be from newsrooms in New York and London. The Irish Independent needed help reclaiming the value of news that’s written and researched by journalists who are deeply ingrained in the culture and communities of Ireland. The resulting Written all over Ireland campaign is a demonstration that the publication lives and breathes Ireland.

The integrated multi-media campaign immediately increased weekly readership, and sparking a significant growth in first choice preferences. And yes, that’s on the record.