Shane Whelan established PROjekt in early 2013, after identifying a growing need among brand led businesses for a flexible, scalable, professional advertising and marketing resource.
It was a gap he is more than qualified to fill, with two decadesʼ experience on national and global brands as Board & Group Account Director at Havas Worldwide Dublin.
Noticing Shaneʼs work on the Irish launch of Miller Genuine Draft, Havas hired him to handle C&Cʼs, Bulmerʼs Irish Cider. During his tenure, cider went from 0.2% to 12% share of LAD, led by Bulmers. This was to help further his career and reputation as he was recognised with a secondment by C&C to work on the development of the “Magners” Brand.
Shaneʼs Media, Creative Service and Strategic expertise was behind Bulmersʼ launch as “Magners”, in 8 other jurisdictions and 6 successful Bulmers brand extensions as well as Becks Vier, Tennents and Caledonia Smooth. His input on the British launch of Magners was behind the revitalisation of the GB Cider category.
Shane’s leadership in; The innovative Bulmers “Embrace the Pear” launch campaign, Bulmers branding of the boutique music festival, Forbidden Fruit, Magners League Sponsorship, Bulmers Comedy Festival, and his co-production of emerging Hollywood Director Gary Shore (Dracula 2014 – Universal Studio) for his movie trailer, The Cup of Tears are but a few examples of his experience in developing brand communication strategies.
Shane was at the heart of Bulmersʼ NPD, including Bulmers Pear and its innovative “Embrace the Pear” launch campaign. Working closely with top Strategic Planner John Lowery (Lowe Howard Spink). Their shared interest in music, popular culture and all things Irish, made for a healthy, mutually rewarding partnership.
Shane puts strategic and creative thinking at the heart of every project.