This document provides information on the role and responsibilities of a Digital Marketing Manager position. The role will be responsible for managing and executing the digital marketing strategy across Europe, Middle East and Africa (EMEA). Key responsibilities include leading digital growth, delivering marketing campaigns through digital channels, managing websites and digital assets. Successful candidates will have extensive experience in digital marketing channels like search engine optimization, paid search, display advertising and email marketing. The role requires a strategic thinker who is results-driven and passionate about digital marketing and analytics.

1. Irn-Bru
BENJAMIN FAHEY

2. Info-graphic Research:
• You will be accountable for managing and executing the digital marketing strategy across EMEA. This is a fantastic position for someone
who is seeking a strategic role but doesn’t mind rolling their sleeves up when the time calls for it. Knowledge and experience across all
digital marketing channels in a B2B environment is crucial as you will lead the growth of the company from a digital standpoint.
• Responsible for delivering marketing communications campaigns through digital channels to maximize the effectiveness of web sites
and digital communications to drive ROI including Email Marketing, Web management, digital advertising (PPC, Display, remarketing),
SEO, Marketing Automation, Management of Corporate Websites, Creating and maintaining digital marketing dashboards and Agency
management for web and digital asset development.
• 53%of Marketing Executives in the UK are Female
• Agency Management experience;
• You’ll usually work between 40 and 48 hours a week for managers and directors an around 20-28.
You’ll work from an office but spend much of your time attending meetings and travelling to meet clients, who
may be based overseas.
• Will have a real passion for digital marketing and analytics;
• Strategic and results driven.
• Most located in and around London.
• Starter: £55,000 to £70,000 Experienced: £75,000 to £100,000 Highly Experienced: £100,000 or more.

3. Info-graphic Bibliography:
Anon (2017)
Digital Marketing Manager
Available: https://www.reed.co.uk/jobs/digital-marketing-manager-digital-
marketing/32967217?source=searchResults#/jobs?keywords=digital+marketing.
Last accessed 12th Sep 2017.
Anon (2017)
Marketing Director
Available: https://nationalcareersservice.direct.gov.uk/job-profiles/marketing-director.
Last accessed 13th Sep 2017.
AGCAS Editors (2015)
Marketing Executive
Available: https://www.prospects.ac.uk/job-profiles/marketing-executive
Last accessed 13th Sep 2017.

4. Info-graphic:
Put your info-graphic design work here.

5. Research:
Describe how you located, retrieved and stored information:

6. Client research:

7. Client research:
The Irn-Bru adverts are very narrative driven usually with realistic and funny storylines but sometimes less realistic and
more strange.
The adverts usually portray the idea of Irn-Bru making a person happy when they shouldn't be (as seen in the advert with
the New Fella and the Goths advert, both showing two types of people that shouldn't have been happy but were happy
after having some Irn-Bru).
The Irn-Bru tagline is ‘Irn-Bru gets you through’ further emphasizing the idea that Irn-Bru will get you through a difficult
time and make you happy as shown in both the video adverts that I have attached and the print adverts seen above.
The adverts and their humour also seem to be aimed at a particular age group being the young adults in my opinion as it
is adult humour used but could be seen as offensive or silly to some older audiences as well as being too adult for
younger audiences.
Younger audiences probably wouldn't’t understand the majority of the humour in the adverts as it is a bit too mature
even including offensive language in some such as in the Irn-Bru Office Linebacker advert.
Irn-Bru has competition with companies like Coca-Cola, Dr.Pepper, Fanta an Sprite which in most places Coca Cola is the
most popular of the fizzy drinks however in Scotland Irn-Bru is the most popular fizzy drink so they focus their marketing
in and about Scotland.

8. Client research:
Competitors for Irn-Bru include coca Cola, Fanta, Dr. Pepper, Sprite and many more.
Apart forming Scotland where Irn-Bru is the national drink, Coca Cola is the most popular drink in most countries across
the world.
The

9. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.

10. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.

11. Client research:
Irn-Bru
New Fella
Available:https://www.youtube.com/watch?hl=en-
GB&gl=GB&v=9UprxM_aBWk
Last accessed 20th September 2017
YouGov
Irn-Bru Profiler
Available:https://yougov.co.uk/profileslite#/Irn_Bru/demographics
Last accessed 20th September 2017
BrandForLife
Irn-Bru
Available: https://brandforlife.wordpress.com/tag/irn-bru/
Last accessed 19th September 2017
BrandForLife
Irn-Bru
Available:https://brandforlife.wordpress.com/tag/irn-bru/
Last accessed 19th September 2017

12. Market research:
Irn-Bru’s competitors include brands like Coca-Cola, Fanta, Sprite, Pepsi, Dr. Pepper and many more in the soft drinks
market.
Coca-Cola would be their current largest competitor due to the fact that they are the most popular soft drinks company in
every country in the world other than Scotland where Irn-Bru is the most popular..
This means that I the advertising for all of their products they always use Scottish people and locations to represent the
country where they are most popular which is also the country where they originated from.

13. Market research:
The socil grade of Irn-Bru drinkers appears to be the same as any of the
other most other drinsk companies

14. Audience research:
P

15. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.

16. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.

17. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

18. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

19. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

20. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

21. Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.

22. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.

23. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

24. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

25. Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

26. Finished Stuff:
Finished pieces to be displayed on your blog.