Syliva Cawley Promoted to MD of Initiative

28th March 2019

Posted In: So In Demand

IPG Mediabrands Ireland has announced the promotion of Sylvia Cawley to the position of Managing Director of Initiative Ireland, part of the global communications agency. Clients include Tesco, Valeo, Mitsubishi, DBS, Green Isle and Lego.

In her new role, Sylvia will be responsible for the management and operation of the business. She will be actively involved in working with her team to deliver ground-breaking levels of success to all clients in her portfolio.

She said “Ad-avoidance is now a reality and, as a result, paid media’s effectiveness is beginning to diminish. To build real connections with audiences, brands now need to be as relevant as possible, and culture is the bridge to brand relevance.”

“For instance, the Initiative team helps brands interpret and respond to fast moving cultural data signals and find opportunities and events with which they can engage.  Our work with Tesco at Electric Picnic in 2018 is a good example.

Using Social Media, Initiative placed Tesco at the heart of the anticipation leading up to the event, building a level of brand awareness which saw half of the people who attended EP visiting the onsite supermarket during the festival. The results were phenomenal, and we have lots of interesting new work in the pipeline and will be announcing new hires soon.”

Sylvia will report to Eamon Fitzpatrick, MD of IPG Mediabrands Ireland, part of the €39 billion multi-media international group.