Marketing supremo Debbie Byrne puts her stamp on An Post | Ireland


Debbie Byrne punches the air at news that An Post has won the title of Ireland’s most reputable organisation in an annual survey published on Friday.

Consumer expectations are changing — “it’s less about buying stuff and more about experiences” — a shift sure to trip up businesses lacking “social purpose or citizenship”, says the marketing supremo who leads the post office’s retail arm.

An Post is burnishing its caring credentials by waiving fees for new Ukrainian customers who open current accounts, or who use its Western Union service to send money or receive it from home. A much bigger wave of a very different type of refugee — 60,000 to 80,000, according to Byrne’s calculations — is coming An Post’s way as customers are



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