36 - Media Awards Winners: RTE & EssenceMediaCom, Virgin Media

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36 - Media Awards Winners: RTE & EssenceMediaCom, Virgin Media

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How do you seamlessly integrate a fast-paced retail brand into a TV storyline filmed six months in advance? And what exactly does it take to be named "Sales Team of the Year" in a rapidly changing media landscape?

In this episode, Daryl speaks to 2 winners from the 2026 Media Awards. First, we unpack Lidl’s groundbreaking and highly authentic product placement campaign on one of Ireland's most beloved TV shows. We go behind the scenes to discuss the massive logistical challenges of aligning real-world seasonal offers with long-term scriptwriting, and why true authenticity is the new gold standard for driving business growth.

Daryl speaks to Tara Moran from the award-winning Virgin Media commercial team. She shares the secrets behind their success, how a simple question—"How can we help?"—unlocked incredible client opportunities during market uncertainty, and how they are pioneering new ways for brands to reach audiencesising and advertiser-funded programming are the new frontiers of TV media.

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne
Recorded, edited and mixed at Tinpot Productions Studios, Dublin
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