Internship Abroad

Jacqueline DohertyJCDecaux IrelandMarketing Intern

Agenda

• JCDecaux background• Team Projects• Intern Projects• Conclusion

Advertising in Ireland

Media Owner(JCDecaux)

Broker that rents the space /

product

Outdoor Specialist

(Kinetic) Recommends placement of

ads

Creative Agency

(Cawley Nea)

Media Specialist(OMD Ireland)

Divides and allocates budget

Advertiser(Guinness)

Client

• Europe’s Largest Out-of-Home Advertising Company– Exclusively Outdoor– Brand leader– Quality– Innovate

Products

MetropanelLUAS

Billboard Metropole

JCDecaux Ireland

• Sile Greene Marketing

Executive– Marketing Plans and

Communication– Innovate

• Eimear McGrath Market Research Executive– Marketing Plans and

Communication– Joint National Outdoor

Research (JNOR)

Administrative Tasks

• Review Trade Magazines• Update Contact Database– Media Agencies, Creative Agencies, Clients

• Photography– Cyclical, dublinbikes

“Ask For Us By Name” Campaign

• Long-Term Sales Communication– Email brochure ad• Reconnect with current clients

– Postcard• Reach out to prospective clients

– Rulers & Wrap– Hard Cover Books

Website Development

• Meetings • Research• Social Media Final product:http://www.jcdecaux.ie/

JCDecaux Innovate

• Contact• Client Meetings • Mock ups and Quotes• Project managing

• Photography• Website Maintenance• Monitor statistics• Send reports• Press Release

dublinbikes

Market Research

• Joint National Outdoor Research Association (JNOR)– Hypothesis: that ads on buses can be seen by a

wider audience due buses not having assigned routes.

– Reality: Conducted primary research on bus randomness to determine that the Dublin buses normally take the same route every day.

Media Research & Planning

• International “Glossy Magazine” Brands– Performed primary research to discover which brands were

sold in the proximity of certain JCDecaux billboards in order to target consumers at point of purchase

Boston

When I returned to Boston in September 2010 I found that JCDecaux metropoles had been built all over the

city!

Conclusion

I loved this internship. I feel like I learned so much that I

was able to link to my classwork and will be able

to use in my future career. I can now compare an

American agency to an agency abroad.