Project Completion – ALDI Ireland
Task
Agency shortlisting for a Creative Agency partner for the Ireland market
Situation
ALDI Ireland were looking to elevate the relevance of creative ideas produced for the Ireland market to increase cut-through and business performance. It was therefore looking to appoint a strategic and creative agency partner to support its Ireland-focused creative work with local consumer understanding to drive forward a more relevant creative agenda.
Our Solution
The Observatory International worked in partnership with Dublin-based pitch consultancy AAI to complement potential Ireland-based agencies with strong candidates based in Great Britain (but with deep Ireland understanding) to ensure the strongest possible set of candidates was considered for the remit. Agencies were tested through a robust RFI and Chemistry meetings to select a short list to receive the pitch brief.
Outcome
ALDI Ireland picked independent London-based creative agency Pablo to handle its creative account following a competitive pitch. Pablo will create all brand strategy and campaigns for the supermarket brand in Ireland and will begin working on the account from January 2026.
Commenting on the process a spokesperson for Aldi said: “Pablo…will work in partnership with Aldi’s internal marketing team, led by marketing director Louise Cassidy, to deliver all of the retailer’s marketing campaigns in Ireland.”
