Association of Advertisers in Ireland appoints Diageo’s Constance Balsamo as Vice-President

The Association of Advertisers in Ireland (AAI), the national advocacy group for promoting the interests of advertisers, has appointed Constance Balsamo as its new Vice-President. Constance serves as Head of Alcohol Policy and Public Affairs for Ireland at Diageo, and was previously Diageo’s Head of the EU Internal Market in Brussels.

In her current role with Diageo Constance focuses on alcohol regulation and drives the development of responsible drinking initiatives while also overseeing marketing compliance.

She also has extensive industry experience across Europe. Prior to joining Diageo, she spent a number of years in Brussels and Zurich, where she worked with global communications agency Kreab, and as a public policy advisor with financial services firm UBS. Constance holds a bachelor degree in Chinese language and civilisation and a master’s degree in social science and economics.

She takes up her new role as Vice-President of the AAI after serving as a board member of the organisation since 2017. Her appointment follows that of Derek Liddy, Head of Digital Marketing at Aer Lingus, to the role of President, and completes the AAI’s new leadership team.

Welcoming Constance’s appointment as Vice-President of the AAI, Barry Dooley, Chief Executive of the AAI, said: “Constance has made a significant contribution to the AAI since joining the Board three years ago and I look forward to continuing to work with her and our new President Derek Liddy in these challenging times.

“Advertisers have been severely impacted by the Covid-19 pandemic, and the industry must continue to innovate while maintaining its high standards into the future. With our new leadership team in place, the AAI will continue to provide strong representation for our members and the advertising industry as a whole, promoting its value at every level as a strong driver of the Irish economy.”

Commenting on her appointment, Constance Balsamo, Vice-President of the AAI, said: “I’m delighted to take up this role with the AAI following my work with the other board members over the past few years.

“Now more than ever advertisers and brand marketers need to come together to ensure the sector continues to thrive. The AAI is central to these efforts and I’m looking forward to working with my colleagues and our President Derek Liddy to achieve our aims.”  

The Association of Advertisers in Ireland was established in 1951, to advance the commercial interests of advertisers by advocating for the right to responsible self-regulation and fair competition.

The AAI provides its members with a forum for intelligent exchange, access to a network of industry leaders and opportunities to shape policies that impact commercial communication.


Core creates new TV campaign for The National Lottery

Core, Ireland’s largest marketing communications company, has developed a new tv campaign for the National Lottery in Ireland entitled ‘Dreams Can Come True’.

The charming advert tells a story of a golfer named Taidgh who loves golf but is not very good at the game. However, Taidgh has a dream and one day takes a shot that through a spectacular chain of events gives him a hole in one. The aim of the campaign is to show that the National Lottery makes dreams come true and it could be you.

Speaking about the new campaign, Chief Marketing Officer, Paul Dervan commented:

”The National Lottery marketing team have worked very closely with Core across Creative, Strategy and Media to create a highly memorable and hopefully enjoyable campaign that has a feel of the many classic ads you’d expect from the National Lottery.”

Liam Wielopolski, Executive Creative Director at Core added: “We were tasked with developing a campaign that would help bring that winning experience to life. The new ad is inspired by the tag line that sums up what playing the National Lottery is all about – that anyone who buys a ticket has the chance of winning, showing that dreams can come true.”

Client Team:

Paul Dervan, Michael Hayes, Maebh Gleeson and Joan Hallinan

Director: Damien O’Donnell

Producer: Anne-Marie Curran

Executive Creative Director: Liam Wielopolski

Creative Director: Mike Garner

Copywriter: Eoin O’Brien

Art Director: Paddy Geraghty

Agency Producer: Fiona McGarry

Editor: Jake Walshe

VFX: Allen Sillery

Sound: Locky Butler

Client Partner: Geoff McGrath

Client Director: Orla Reaper-Reynolds

Strategy Directors: Andy Pierce, Shane Doyle

To view the National Lottery of Ireland’s new advert please visit:

Core employs a team of 310 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy. Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the tenth year running.

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