New improved Ryanair (maybe) picks Dare for ads

I see that that favourite of this page Ryanair, whose new policy of treating customers more like human beings seems to be paying off (funny that), has appointed Dare to do its advertising.

Ryanair CMO Kenny Jacobs says: “We’ve got a lot of exciting innovation to communicate in the next two years. Dare helped us to have a good year in 2014 and we’re excited to be working with them as we look to build on that growth.”

This is Dare’s effort from last year.

Well it’s OK isn’t it? And useful info for Ryanair passengers irritated beyond belief by the airline’s stupid baggage rules. Although now, with the new rules, half the passengers’ stuff goes in the hold so you do rather wonder who’s gained.

Dare executive partner Toby Horry was quoted in Campaign thus: “Ryan-air is an incredible company that has prospered at a time when many other airlines have been struggling. There’s no other airline in the world that has such potential.”

Memo to Toby: try to spell the client’s name right.


  1. Thanks for the write up. The reason there is a hyphen in the word ‘Ryanair’ is because the Campaign magazine article (from which you’ve taken the quote) was laid out such that the word was split over two lines and thus hyphenated. Hope that clears things up.

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