Chris Rayner likes the craic in Dublin

Chris Rayner is managing director of Initiative Dublin

Dublin: very creative marketplace
Dublin: very creative marketplace

Why did you choose Ireland?
The move was part of the contract when I took the managing director job and my wife is from Dublin.

How are you finding Dublin?
By its nature, Ireland is a smaller market and initially quite closed, but it is the same as any new market in that you get out what you put in. And after being here for seven years, it really feels like home.

What's the media environment like?
There is a common misconception that it is laid-back here, but that is so far from the truth - a lot of work is delivered during the working day. People will work through lunch every day if it means getting home to see their families earlier.

How proactive are media agencies?
When international agencies such as GroupM, Aegis, Publicis and Omnicom arrived in Dublin, they brought tools and systems that have enabled media agencies to be more proactive and help prove better media value. Since we are a smaller market we can trial more things. Dublin is a very creative marketplace, so, yes, it is certainly proactive.

How developed is digital media?
Digital has really grown in the past 18 months. It is still only about 5% of the market and the recession has slowed things, but in a year's time I see it taking a bigger share. Its development will be based on finding a better mechanic to benchmark success than clicks, especially for categories such as fast-moving consumer goods.

Culture and social scene?
The culture and social scene is good. One of the preconceptions about Ireland that is true is the "craic", which is, as they say, "mighty".

What are the main differences in media?
The main difference is that I get home before 7pm most nights to
see my kids. That wouldn't happen
in London.

One thing we can learn from Ireland?
See my previous answer.

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