Pearl & Dean brand launches in Ireland

In brief

The owner of Pearl & Dean has rebranded its Irish cinema ad business Wide Eye Media as Pearl & Dean Ireland.

Both businesses are owned by Irish parent company, Deanforbes. The rebrand will see Pearl & Dean Ireland using a deep purple ident alongside the familiar theme tune Asteroid.

Wide Eye Media and Pearl & Dean have been working together since 2015, collaborating on client strategy and market knowledge. Both companies will continue to share finance, marketing and operational resources.

Pearl & Dean said it has further ambitions to grow its influence in Ireland and extend its suite of creative services and offerings in the region. Its particular focus of growth is research and audience insight, with the team currently working on replicating the CAA Film Monitor survey for the Irish cinema-going market.

Wide Eye Media boss Eoin Wrixon is staying on as CEO of Pearl & Dean Ireland, which has 100% market share in the Republic of Ireland and also operates in Northern Ireland.