Planning & executing brand engagement

Client intent

In tandem with the restructuring of the organisation in 2017, the open eir leadership team instigated a 4-way competitive agency pitch process. BrandCreate won the pitch to explore and develop a compelling brand vision, positioning and communications plan to share both internally across the open eir organisation and externally with stakeholders and communities nationwide.

The project

BrandCreate was commissioned to carry out the brand communications plan development, commencing a brand audit by debriefing senior management and workshopping open eir FLMs (Front Line Managers). Immediate project goals were to research, develop and test a compelling brand proposition and brand-line messaging which would strengthen the brand identity of open eir giving greater relevance and clarity nationally among diverse community audiences. The project proceeded into internal activation and external communications planning, recommending detailed brand engagement goals, tools, tactics, messaging as well as creative execution of the brand personality and future tone-of-voice.

The challenge

A core challenge of the work was to generate a series of brand plans, imagery, messages and brand-lines. These needed to appeal to a diverse range of external B2B, B2C, public sector and government audiences whilst also being highly relevant, meaningful and inspiring internally, right across the company from senior management to field operatives. In carrying out the face-to-face workshopping among Front Line Managers, we were engaging with a technically-savvy audience that were highly-proficient and well-versed with technology but were otherwise unaccustomed to marketing concepts or brand propositions. A key challenge was to engage sensitively and effectively with this audience to achieve deep awareness and understanding of the potential future open eir brand positioning. It was critical to achieve enthusiastic participant engagement on both a team level and an individual basis to ensure effective feedback and breakthrough insights. This we achieved.

The outcome

Programme participants enthusiastically embraced the strategic brand propositions and recommendations that BrandCreate developed. We confirmed the core brand issues facing the organisation and prioritised these for brand planning and creative response. Our brand proposition and strategy work was successfully informed by the engagement process. This enabled the new brand vision and positioning to be confidently redirected in the light of fresh audience insights and new user recommendations. Our outputs confirmed the need, direction and nature of communicating the open eir brand to internal and external audiences. We defined the nature of the future brand strategy, messaging and tone-of-voice required to build relevance, a stronger market position and increased brand equity for our client.


“BrandCreate recently undertook a brand audit, engagement and communications planning project for open eir to support our brand identity and strengthen our brand image in the national market. The BrandCreate team were excellent in detailing brand engagement tools, tactics and messaging as well as executing design ideas and options to convey the future personality and tone-of-voice of the brand. We were impressed by their process and skills and by the engagement and communications plans they developed which won the wholehearted support of our senior leadership team.

BrandCreate’s expertise and experience in brand research, strategy, design and administration was demonstrated throughout. They consistently delivered excellent ideas, creative thinking and brand engagement and design recommendations. Researching directly with our Front-Line Managers, BrandCreate impressed us by how they engaged so sensitively with our operations people who fully participated and did so with real enthusiasm. The entire project was managed with passion, determination and creativity and at all times the BrandCreate team were a real pleasure to work with”.

Paul Callaghan, Head of Marketing, open eir

eir Group is the principal provider of fixed-line and mobile telecommunications services in Ireland. With around 2 million customers, eir has the most extensive telecommunications and broadband network nationally, both in terms of capacity and geographic reach. The Group provides a comprehensive range of advanced voice, data, broadband and TV services to the residential, small business, enterprise and government markets.

‘open eir’ is the wholesale and networks Division of eir and provides communication service operators with open access to eir’s nationwide fixed network, products and technical expertise. open eir is Ireland’s largest broadband and wholesale operator in the telecoms sector.