A DCU graduate becomes the only Irish winner of one of the largest global marketing and communication awards in the world.
Micheal Lynham, who completed a masters degree in Digital Marketing at DCU, won the Platinum MarCom award for his research into the impact of personalised background advertising in video advertisements.
Lynham’s study found that personalising background music can result in significantly higher results for emotional effects, attitudes towards the ad and whether or not people will purchase the product advertised.
The study was carried out under the supervision of Professor Theo Lynn, Associate Dean at DCU Business School. Lynham’s research was one of 6,500 entries into this year’s MarCom competition, held in Dallas Texas.
Speaking on the achievement, Lynham said that winning a globally recognised award was a “very humbling experience” and that he was very proud to represent DCU on an international level.
According to its website, the MarCom award has long been a symbol of “marketing and communications achievement.”
Now in its 26th year, the competition is one of the oldest and largest of its kind, with individuals and companies from 34 countries entering into nearly 300 categories, including digital media and strategic communications.
Previous winners of the prestigious gold and platinum MarCom awards include Fortune 500 companies and several other media corporations.
Lynham, originally from Dublin, was also awarded a European Digital Communication title in Berlin earlier this year and was also shortlisted by DCU for a Presidential Award in 2014. He currently works as an International Marketing Manager in Trinity College.
“I owe a lot to the support and encouragement of my supervisor Prof Theo Lynn” said Lynham, describing his win as one of the greatest achievements of his professional career.
Mary Ryan
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