Shane Whelan

Founder at PROjekt

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  • LocationAuckland, New Zealand

Projects

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About me

 

PROjekt is not an “advertising agency” but it is based around my 20+ years promoting and developing brands, most notably the Bulmers/Magners Irish cider brand and the "Magners Over Ice" phenomenon, both of which helped change the way we drink cider in Ireland and GB. Throughout my career, it’s been my job to observe, assess and develop brands, whilst observing consumer trends, seeking insights that will help deliver commercial advantage for my client’s business. When Havas Worldwide hired me from The Helme Partnership, my contribution to C&C?s Bulmers Irish Cider helped cider grow from 0.2% to 12% share of LAD, led by Bulmers. As a result, I was seconded to work on the development of the “Magners” Irish Cider Brand. It was this partnership that led to the revitalisation of the GB Cider category. I have a vast wealth of experience across Media, Music, Sport, Sponsorship, Events, Film, Arts & Entertainment. It is this experience that has helped me bring a uniquely eclectic and successful creative & strategic approach to client business and brand development. I established PROjekt in 2013 after identifying a growing need among brand led businesses for a cost efficient, flexible, professional resource that could be scaled up or down, as required, without any loss in its quality of response. Drawing from a talent pool I have developed over twenty years, we offer a blend of Research, Strategic Planning, Media, Creative, Digital, Marketing and Production – no project is too small to be given the attention to detail to ensure PROjekt delivers results - on strategy and beyond budget expectations. Some recent PROjekts include: • Bulmers Strategy for “Not a Moment Too Soon” TVC, OOH, TTL campaign • Bulmers branding of the boutique music festival Forbidden Fruit • Betdaq TV • Banner Culture New Business Venture (Poland) • OPSH.com • Cask 9 Wine Brand Development • Irish Daily Mail (B2B Strategy) • Setanta Sports • Flaming Leprechaun Whiskey Brand for the US / Europe • Barretstown Talks featuring Roy Keane • Evoke.ie TV and Brand Archictecture I firmly believe commerce lives within a culture, which in turn provides the cues for our purchasing behaviour and brand loyalties. This has led me into some very interesting projects: • I helped emerging Hollywood Director Gary Shore (Dracula Untold 2014 - Universal Studio) to create a movie trailer – The Cup of Tears https://vimeo.com/5957763 - that led him to Hollywood. I then helped organize the Dublin Premier of his first Hollywood movie ‘Dracula Untold’, in aid of St. Francis’ Hospice. • I helped to create Barretstown Inspirations, an annual multi-star music concert held in the Olympia in aid of Barretstown. More recently I have coordinated, promoted and created the Barretstown Talks, the first of which was an interview with Roy Keane by Today FM’s Matt Cooper http://www.todayfm.com/When-Matt-met-Roy- In January this year I produced a body of work in Afghanistan with Waterford based photo-artist Jean Curran, which was the cover story of the Irish Times Culture magazine in April http://goo.gl/2wSuzf We

Skills

 

  • Advertising
  • Events
  • Film
  • Marketing PR
  • Theatre
  • TV
  • Visual Arts
  • Print Design
  • Excel
  • Office
  • Powerpoint
  • Word

Work history

Currently

Founder at Projekt

Projekt

Mar 2013
  • PROjekt is an advertising, marketing and communications resource. Established in 2013. We provide a flexible, scalable, professional advertising and marketing service to brand-led businesses. Our vision was informed by two decades’ experience working on global brands in several markets, including the UK and USA. We have strong working relationships with people in a great many disciplines. We work in supportive collaboration with our clients and all of those involved in a project – be they producer, brand owner, photographer, actor, director, painter, printer or media owner. In the complex, continually evolving world of communication, we believe “Clear is the new Clever”.

2013

GAD Havas Worldwide & Dublin

Havas Worldwide London

Jan 1997 - Feb 2013
  • Group & Board Account Director

1997

Media & Production Executive

The Helme Partnership

Jan 1994 - Jan 1997
  • Media & Production Executive