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Because Appoints New Global Digital Director

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Gavin Coffey, Because Global Digital Director

The Dublin-based creative experiences agency Because Ireland has appointed Gavin Coffey as its new global digital director. Coffey will be responsible for driving the firm’s digital offerings and amplification capabilities.

Coffey joins Because with a strong digital background amassed at agencies including Drury|Porter Novelli, Teneo PSG and Thinkhouse. He has created and implemented digital, social media and PR strategies for some of Ireland’s biggest brands, including Vodafone Ireland, Heineken, Three Mobile, AIG Ireland, Dublin Zoo and Audi.

“I’m deeply passionate about the importance of storytelling across digital channels,” says Coffey.

“The nature of media has changed, and there is now so much content on offer, as audiences engage with brands in 24/7 live environments. In today’s world, brands must be committed to producing and sharing the strongest possible content in a myriad of ways to win their audience’s attention.

“New and emerging digital technologies are breathing new life into live experiential events, turning local brand experiences into viral moments that millions can enjoy. With the likes of virtual reality, augmented reality, live broadcast, AI and other technological innovations continuing to push the boundaries of what is possible, I’m looking forward to helping ambitious brands in Ireland and beyond to deliver meaningful, memorable and magical live, digital and virtual experiences,” he says.

Because Ireland boasts an impressive client list, having delivered successful campaigns for brands including Renault, Nivea, Dropbox and Dublin Airport, as well as the giant Après Dublin party venue that took over Dublin city centre last winter.

Working across different channels, the agency provides a range of integrated campaign services including experiential marketing, digital and social amplification, events, sponsorship and shopper marketing services. As well as its base in central Dublin, Because also has creative studios in London, Ascot, Dublin, Sydney, Auckland and Dubai.

According to Paddy Davis, director of Because Ireland: “More and more brands are considering new and innovative opportunities to motivate fans to create and share content, and to engage within digital environments. This can only ever be achieved by tapping into experiences that audiences care about and that matter to them.”

“As a business we’re passionate about telling powerful and fascinating stories through content. Now, with Gavin’s appointment, we will be providing our clients with even greater access to the latest digital amplification strategies and emerging technologies to produce content that audiences will be only too glad to engage with, respond to, like and share,” he says.