Smyths Toy Superstores. Success is fun!

First have been involved with Smyths Toy Superstores for over 10 years now. In that time we have played what we like to think was an effective role in helping to build one of the few Irish mega-brands to emerge in the last two decades. Today the Smyths brand is synonymous with toy retail on this Island.

What many Irish people may be unaware of is that more recently Smyths have launched into and achieved exponential growth in the UK market, where they now have 18 superstores.

First Advertising are responsible for Smyths advertising campaigns from media planning and buying to creative production and implementations. And come the sharp end of the retail-year, things can get pretty demanding, with TV, dozens of press ads and similar numbers of radio spots running every week in both Ireland and across the UK between October to December.

Only substantial investment in sophisticated traffic-management and studio technology has enabled First Advertising to continually deliver superior service and accurate delivery of copy to multiple markets. The other critical success factor in ensuring that we can meet the needs of a dynamic retail environment is our commitment to delivering fully-integrated, end-to-end advertising service.

Having an in-house media planning and buying department, as well as total on and offline production services all under one roof, allows us to eliminate inefficiency and rapidly turn around consistent and effective brand communications for Smyths and indeed all our clients.