Mags O’Reilly
Brand Communications and Sponsorship Manager
Who we are
At An Post I create partnerships and campaigns that truly connect with people. We take a dynamic, multi-channel approach to sponsorship that blends cultural relevance with authentic storytelling.
One of the things I’m most proud of is transforming initiatives like the An Post Irish Book Awards into cultural moments that celebrate creativity and community. Whether it’s collaborating with online reading communities or working with influencers and authors, my focus is on using sponsorship to tell stories that spark conversations, build trust and create experiences people remember.
Our approach
At An Post, sponsorship isn’t just about visibility – it’s about living our brand purpose: acting for the common good and improving quality of life now and for generations to come. We seek partnerships that make a real difference, especially in areas like literacy, inclusion and sustainability. Every opportunity is measured against one question: does it strengthen our purpose and deliver real impact?
Working with Core keeps that focus sharp, and partnering with CMS as our activation agency ensures ideas come to life in ways that truly engage audiences. Their expertise means we don’t just measure impressions, we look at outcomes like engagement, social value, and alignment with long-term goals.
The An Post Irish Book Awards – winner of ESA Best of Europe Gold 2025 – is a great example. It’s not just an event; it’s a platform to champion literacy and celebrate Irish voices. Through campaigns like New Voices, we connect readers with emerging authors and creators, building lasting engagement and inspiring a love of reading.
What makes us different
Our approach is defined by purpose. We don’t just seek visibility, we prioritise impact through initiatives that empower people and foster inclusion for the long term.
Take the An Post Irish Book Awards as an example. We go beyond simply sponsoring an event. We design meaningful activations that champion literacy and inclusion, such as collaborations with The National Adult Literacy Agency, Children’s Books Ireland and Business in the Community.
Our online initiatives introduce diverse voices and fresh perspectives, ensuring the awards connect with younger audiences and emerging communities. We also embed sustainability into everything, from zero emission deliveries for World Book Day to promoting responsible consumption.
Importantly, we see partners as amplifiers; they help us achieve far more than we could alone, whether that’s through media reach or grassroots engagement.
How sponsorship has changed
Sponsorship at An Post has evolved dramatically, and I’ve seen this shift firsthand. What was once primarily a brand awareness tool is now a strategic driver of transformation. The pandemic accelerated this change, making authenticity and purpose absolutely non-negotiable.
For me, this means every partnership must deliver real value, not just visibility. We’ve moved beyond counting impressions. Success is now measured through community impact and sustainability metrics.
For example, with the An Post Irish Book Awards, I don’t just look at engagement in terms of views, I focus on literacy outcomes: How many new readers discover Irish authors? How many free books did we deliver to kids for World Book Day? These are the questions that matter.
Looking ahead, I’m excited about deeper digital integration. Sponsorship at An Post isn’t static, it’s a living, evolving strategy, and it’s exciting to be leading that.
Trends we’re watching
People expect more from brands today. Sponsorships need to reflect values and deliver real benefits to communities. That’s why we prioritise literacy, inclusion and sustainability in everything we do. Audiences want experiences that feel personal and relevant. Diversity and accessibility aren’t optional, they’re essential.
Our campaigns spotlight underrepresented voices and make content available online so geography or circumstance doesn’t limit participation. And digital engagement? It’s non-negotiable. Livestreams, interactive sessions and social media activations are key to creating two-way conversations. Platforms like BookTok are game-changers for connecting with younger audiences.
What’s next
Two big forces will shape the future: technology and sustainability. AI will help us personalise experiences, create dynamic content and design campaigns with precision. It’ll also make content creation faster and smarter.
Measurement will become more sophisticated. Brands will need to show clear outcomes, from literacy improvements to carbon reductions. Transparency will be expected.
And sustainability? It’ll be front and centre. Every stage, from planning to reporting, will need to demonstrate environmental responsibility. Sponsorships will become collaborative ecosystems, with brands, influencers and communities working together to amplify impact.
Final thought
For me, sponsorship is more than a marketing tool, it’s a reflection of who we are and what we stand for. It’s about turning values into action and creating experiences that resonate.
The An Post Irish Book Awards is a perfect example, enabling us to champion Irish literature, amplify emerging voices and inspire readers everywhere.
That’s the kind of sponsorship I think that matters: the kind that drives relevance, fosters inclusion and sparks change.
