EIBTM Live: 30 Years of Mistakes with SoolNua’s Patrick Delaney
It all starts with the name: In Gaelic, "Sool" means “eye” and “Nua” means "new.” So the new Irish event marketing company SoolNua literally means “New Eye,” and as Patrick Delaney, the company’s managing partner, told IMR’s James Latham at EIBTM in Barcelona, the company offers a new perspective on an existing market.
The Gaelic language was “part of the DNA” for Delaney and his partner, Pádraic Gilligan. “We’re Irish,” he said. “It’s a good starting point to get people talking--and we talk very well.”
Similarly, the name also embodies what the company does.
Gilligan and Delaney founded Ovation Group Ireland, which became Ovation Global DMC following its acquisition by MCI. They left at the end of last year to create SoolNua, bringing their expertise with them.
“It’s a fantastic opportunity to work for a global organization,” Delaney said, adding that MCI offered “great exposure” to international markets. But at their “core,” he continued, he and Gilligan are entrepreneurs, and wanted to take on the challenge of creating a new company.
SoolNua’s “pitch,” Delaney said, is that the team already has “30 years of mistakes” under its collective belt. “If you’re looking for a formal report, if you’re looking for another view of how you’re going to market, what are those messages, how consistent that message is and how relevant they are--you can get any agency to do that. If you’re looking for people who are immersed in a pragmatic viewpoint that’s very orientated towards the metric, towards ROI, then I think we can be of great value. And that message has--thankfully-met with very good response in the marketplace.” If you find the right customer, he added, there’s no need to sell anything. “You’re just a match.”
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