Pigsback.com was launched in Ireland in 2000, in the UK in 2005.

Pigsback.com is a unique interactive and targeted approach to online advertising. The concept is to bring brands and consumers together for mutual benefit using Empathy Marketing® (see below).

Pigsback.com is operated by Empathy Marketing Limited and has offices in Dublin and London and employs 70 people across the two markets.

Pigsback.com is based upon the company's proprietary Empathy Marketing® concept. This emerged from the challenge that many brands face of integrating the Internet into their Marketing Communications. Empathy Marketing® responds to the changes in media consumption habits brought about by the Internet.

Empathy Marketing® operates under unique rules of engagement between consumers and brands in order to ensure an interactive experience for consumers.

Empathy Marketing® sets out to guarantee:

• clear-cut opt-in permission
• highest standards in safeguarding privacy
• relevance
• exclusive benefits
• carefully measured communications frequency
• benefits in the lifestyle and entertainment arenas as well
  as in the harder commercial sectors
• a soft and less commercial tone to communications
• an approach that is marketing-led from conception
  through to all aspects of delivery

Some of our clients include:

We let the brands do the talking:

	'Pigsback.com has been a KEY strategic partner of CD WOW! in Ireland for the last 3 years - both in terms of direct sales generation for the CD WOW! site, and also in providing localised Marketing Solutions for CD WOW! in Ireland.'
	Marius O'Reilly - Marketing Director

	'Pigsback.com has been an important online partner for the past two years - helping us build our permission database whilst creating a greater awareness of aerlingus.com as our primary distribution channel.'
	Micheál Gannon - Marketing Manager Ireland

	'The addition of Pigsback.com to our integrated launch campaign enabled us to interact with the elusive female audience which is so key to the success of the brand.'
	Claire Allen - Sunsilk Marketing Manager

	'Oasis has had four campaigns with Pigsback.com over the past 18 months and each has been an unqualified success. In terms of brand awareness and website traffic it has exceeded our expectations and delivered excellent results. I would recommend a Pigsback campaign without hesitation.'
	Edel Quinn - Project Manager

For more information on how to advertise with Pigsback.com please email:

Ireland: jtaaffe@pigsback.com

UK: glambe@pigsback.com

For member queries please email: postmaster@pigsback.com

The company's primary business model is Pigsback.com, but it also uses its community very selectively to conduct research on behalf of brands.

• Empathy Research has been working on behalf of a variety of Pigsback.com brand partners since 2002, conducting online polls and surveys, and interactive workshops. to help them better understand the needs and opinions of their consumers.

• IIA Web Development Excellence Award 2007 (Ronan Smith)
• Golden Spider Internet Hero 2005 (Michael Dwyer)
• Golden Spider Best Shopping Website 2005
• The All Ireland Trade Business Award 2003
• NSMA SME Marketing Award 2003
• NSMA Marketing Professional of the Year 2003 (Michael Dwyer)
• National Marketing Institute Premier Award 2003
• Radio Advertising Award 2002
• MMI Awards Finalist 2002
• Golden Spider Finalist 2000, 2001, 2002
• The Zeddies Advertising & Marketing Award 2001
• IDEA Award for Corporate Identity 2001
• IIA Innovation Award 2001
• Checkout New Business of the Year Award 2001

Management:

Michael Dwyer Chief Executive Officer mdwyer@pigsback.com
Founded Pigsback.com in 2000. Former Group Marketing Director of Green Isle Foods (Northern Foods), previously occupied Senior Consumer Marketing and Key Account Management roles in Ireland, UK and France with the Danone Group.

John McDonald Technology & Operations Director jmcdonald@pigsback.com
Formerly of Northern Foods subsidiary Green Isle Foods and the leading travel company Sunway.

Gareth Lambe MD UK glambe@pigsback.com
Formerly occupied marketing roles with Pernod Ricard in Dublin and Enterprise Ireland in New York.

Jenny Taaffe MD Ireland jtaaffe@pigsback.com
A Masters Graduate from Smurfit Business School, she previously worked in marketing at The Gresham Hotel Group Plc.

Paul Baily Financial Controller pbaily@pigsback.com
Paul joined Pigsback.com in June 2006. He previously qualified as a Chartered accountant with Deloitte & Touche in Dublin. Most recently worked in advertising as Financial controller for DDFH&B.

Jo Malvern Group Brand Director jmalvern@pigsback.com
Joined the business initially in Dublin in 2002 from Claritas UK. Guided the company in the UK through feasibility to launch. Has overseen the transfer of the brand and product to Canada.

Angela Healy Head of Empathy Research ahealy@pigsback
A Masters Graduate from Smurfit Business School, she previously worked in marketing at The Gresham Hotel Group Plc.

Board

Kevin Watson Chairman kwatson@pigsback.com
Kevin was formerly the CFO of Thomson Directories and a key member of the management team. Prior to this Kevin worked for Dairy Crest as Finance Director of the Logistics Division and Coopers & Lybrand, now part of PWC, in London.

Non Executive Directors

Gary Joyce Managing Director of Genesis Marketing and Communications.

Leo Kearns CEO of the Royal College of Physicians in Ireland. Experienced business consultant and entrepreneur.

Pat Shine Chief Executive, Cova Properties Ltd. Formerly a partner of PWC in Ireland.

Douglas Mc Arthur OBE, founded and ran the Radio Advertising Bureau in Britain. Now a well-known media and business consultant.