Ireland
Bonfire and Media 365 Win Irish Pharmacy Union Advertising Account: Bonfire and Media 365 have been jointly awarded the advertising account for the Irish Pharmacy Union (IPU) — the professional representative body for approximately 2,300 community pharmacists across Ireland.
Under the new partnership, Bonfire, the Dublin-based independent creative agency, will lead all creative and strategic efforts, while Media 365 will oversee media planning and buying for the organization. The collaboration comes at a pivotal time, as the IPU continues to experience strong membership growth and an expanding role in Ireland’s healthcare landscape.
A Transformative Year Ahead for Irish Pharmacists
The year 2026 is set to mark a period of significant change and opportunity for the pharmacy sector with the introduction of the Common Conditions Service, a new government initiative. For the first time, community pharmacists will be authorized to prescribe for eight common conditions, positioning pharmacists as even more vital contributors to Ireland’s healthcare system.
A Vision for Growth and Innovation
Ailbhe O’Briain, Communications and Marketing Manager at the IPU, expressed confidence in the newly appointed agencies:
“Bonfire delivered a compelling creative vision and an innovative approach to the brief. We are delighted to appoint Bonfire as our advertising agency. We look forward to a close working partnership during this important time of expansion of the role of pharmacists in Ireland.”
Steph Coates, Head of Client Services at Bonfire, shared her enthusiasm for the new partnership:
“We are really looking forward to working with the team at the IPU. The win further underpins our strong creative credentials in the healthcare sector.”
Adding to that, Seán Hynes, Founder and Creative Director at Bonfire, highlighted the importance of the campaign’s mission:
“It’s an exciting time to be working with the IPU, and we’re hoping to make a real difference to people’s perceptions and behaviours. Step one will be increasing awareness of community pharmacists as experts in medicine.”
Driving Awareness and Trust
The new campaign aims to enhance public trust in community pharmacists, highlighting their accessibility, expertise, and growing role in managing everyday health needs. With Bonfire and Media 365 at the helm, the IPU is poised to strengthen its communication strategy and connect more meaningfully with the Irish public.
