TLC for your brand
When it comes to the reputation of your brand, employing the right PR company can simply make or break it
Print22 May 2024
When it comes to the reputation of your brand, employing the right PR company can simply make or break it. Good PR representation will elevate your brand, add value to it and maybe most importantly, protect it in a crisis. ShelfLife has compiled profiles of the top Irish PR companies that are already taking care of many of the leading FMCG products we know and love
According to Lynn Hunter, founder, Hunter Media Group, a good PR strategy is extremely influential and allows you to build a strong relationship with your target audience, which is often the difference between a decision to purchase or a decision to ignore your advertising efforts. With this in mind, the question is can you actually afford not to have one? The thriving PR industry holds the key to a lot of brand success and is responsible for launching and saving the reputation of brands every day.
PRII have launched the second nationwide study of the Public Relations and Communication sector in Ireland. The nationwide study carried out for the PRII by Amárach Research has found a need for more gender and ethnic diversity to fill the jobs created by growth in recent years. The survey was carried out over 300 respondents including both PRII members and non-members.
According to Padraig McKeon, president of the PRII: “While it was reaffirming to see the profession thriving, the Census also highlighted the key challenges for leadership in developing the profile of the communications sector. Knowing we need to broaden the appeal of the profession to attract talent is critical and, I thank the efforts of everyone involved in carrying out this Census.”
Among the key findings of the report were that 53% of communication professionals work in-house of which 31% work in the public sector including government bodies and semi-states and 22% work in the private sector across a wide range of industries. 35% are working in agencies and 10% are self-employed.
The data shows women are thriving in the sector. There are more women than men in senior public relations roles both in agency and in-house, similar to the finding in 2019. Overall, 69% of the professionals are women which is consistent with the gender breakdown in the UK. This has prompted the PRII to encourage more men to consider public relations as a career option.
In terms of overall diversity, however, the profession is not as representative of Irish society as it could be. The 8% who are not Irish contrasts with the 18.5% of the total workforce who are non-Irish. This is improving the percentage from outside the EU working in public relations has grown by 2% since 2019 to 3%.
For both agency and in-house practitioners, in terms of time allocated to tasks, communication strategy development and media relations continue to dominate. Event management, however, shows it has not returned to 2019 levels of activity.
Shelflife looks at the top PR agencies at work in Ireland today and outlines the bespoke services they offer to their wide variety of clients.
Hunter Communications
Lynn Hunter
Established: 2009
Contact name: Lynn Hunter
Phone: 019056350
Email: hello@huntercommunications.ie
Website: www.huntercommunications.ie
Social media: Instagram: @huntercomms Tiktok: @huntercomms Linkedin -HunterCommunications
Client list: Hunter’s FMCG Clients: Tayto, Kerrygold, Clonakilty, White Claw, Frank and Honest, Hunky Dorys, O’Donnells, Popchips, Huel, Bonne Maman, McDonnells Curry Sauce, Bread 41, The Happy Pear and Pitt Bros BBQ
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
The recent launch of our third agency, Social Content HQ, and with that, the foundation of Hunter Media Group as the parent organisation of Hunter Communications, The Collaborations Agency and Social Content HQ is helping us to deliver a one-stop-shop service to FMCG brands and deliver innovative and engaging campaigns.
Walsh PR
Maeve Governey
Established: 1984 Celebrating 40 years in business this year
Contact name: Maeve Governey
Phone: 0868057884
Email: maeve@walshpr.ie
Website: www.walshpr.ie
Social media: @walshpr LinkedIn
Client list: Flahavan’s, Linwoods, Tirlán, Golden Bake and Boyne Valley
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
This past year, we have demonstrated expertise in enabling FMCG brands to effectively communicate their message to their target audience by understanding and aligning with their unique brand personalities. We work closely with a variety of FMCG brands, including multi-generational family-owned and health-focused brands that cater to the main shopper in the household. For these brands, we focus on crafting messages that resonate with health-conscious consumers and emphasise the importance of quality ingredients and nutritional value.
Additionally, we work with food brands that may not necessarily be considered healthy but offer high-quality, handcrafted products for those special indulgent moments that everyone deserves. For these brands, our strategy involves highlighting the artisanal craftsmanship and premium quality of the products, appealing to consumers looking for a treat or a special experience. A little bit of humour goes a long way in these circumstances where the brand personality allows it.
Regardless of the specific brand focus, innovative marketing strategies are always at the core of our approach. We help clients stay ahead of the curve by utilising communication tactics that ensure that their message stands out in a competitive market.
With food, health and sustainability our core areas of focus, it quickly becomes apparent how all of these areas intertwine and impact on almost every campaign that we roll out.
By tailoring our approach to each brand’s personality and values, we have been able to effectively help FMCG brands connect with their target audience, drive engagement, and ultimately achieve their marketing objectives.
Presence Communications
Joanne Byrne, director, Presence Communications
Established: 2003
Contact name: Sinead Ryan
Phone: 086 8594226
Email: sineadryan@presence.ie
Website: presence.ie
Social media: presencepr
Client list: Emerald Park, NYX Hotel, Decathlon, Currys, Lindt, Green Isle, Wildlands, Cosentino, The Morrison Hotel, Flyefit, ODEON, Seabody, O’Driscolls Irish Whiskey, Jervis SC, Gino’s Gelato, Dublin Horse Show, Zipit, Avene, Klorane, Early Table
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
It’s been a busy year for the Presence PR team from a Christmas wreath making class for Lindt to on the street Valentines vox pops for Francis street. From innovative press drops for clients to securing brand ambassador roles for those represented by Presence People as well as matching brands to sponsorship opportunities. Joanne also worked as Unit publicist on the horror film Abigail and Small Things Like These which stars Cillian Murphy. The PR landscape continues to evolve and the team at Presence are always on the lookout for new ideas, venues, creative concepts and fresh faces.
O’Leary PR & Marketing
Mari O’Leary
Established: 1994
Contact name: Mari O’Leary, founder O’Leary PR and Marketing
Phone: 01-6789888
Email: marioleary@olearypr.ie
Website: www.olearypr.ie
Social media: X: @OLPR Instagram: Olearypr Facebook:O’Leary PR
Client list: Hoson Brands, Something & Nothing, LemonAid, Roy Kombucha
Killashee Hotel & Spa, part of FBD Hotels & Resorts, EA Sports FC, Sostrene Grene
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
We proudly celebrate 30 years working as a full-service independent PR consultancy in the communications industry, and continuing to offer extensive experience and expertise to our clients.
A boutique agency O’Leary PR has a strong foundation in strategic public relations and digital communications, representing both Irish and International clients in the consumer and corporate sectors. We work with businesses of varying sizes from start-ups to national and international brands that require a proactive and results-based PR function, and have collaborated with many leading household brands.
We position ourselves as an extension of the in-house marketing team. For many clients we are their marketing agency on the ground in Ireland, providing services including media relations across traditional and digital platforms, social media and community management, influencer marketing, sponsorship, B2B, event management and crisis management. The team continue to stay ahead of curve in terms of trends and technological advancements in order that our clients can benefit and be positioned as early adopters.
We tailor plans and activities to the client’s specific requirement and importantly budgets to deliver results driven campaigns and a strong return on investment. By offering bespoke solutions and the winning combination of strong relationships, industry knowledge, flexibility and strategic planning, we ensure that our clients make their mark through hardworking brand building campaigns across the consumer lifestyle, FMCG, entertainment, sport and hospitality sectors.
O’Leary PR is a member of the Public Relations Consultants Association and has been awarded the international quality accreditation Consultancy Management Standard (CMS).
Mission PR & Communications Ltd
Sabrina Sheehan, managing director of Mission PR
Established: 2012
Contact name: Sabrina Sheehan
Phone: 0862503751
Email: sabrinasheehean@missionpr.ie
Website: www.missionpr.ie
Social media: @HelloMissionPR
Client list: Mission works with top lifestyle and leisure brands, leading promoters and producers, world class talent and tours right through to government agencies and arts organisations.
Mission clients include Failte Ireland, The Walt Disney Company (Disney+), MCD Productions (sample event campaigns include Billie Eilish, Pearl Jam, Pink, Sting, Nicki Minaj), Gaiety Theatre (Gaiety Panto and more), Dalkey Book Festival, Sea Sessions Festival
Poetry Day Ireland, Trocaire , E&J Gallo Winery (Barefoot Wine, Apothic Wine)
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
Mission is an award-winning, powerhouse communications company. We are a proactive agency and provide results driven, highly successful PR and publicity campaigns on a national scale – making fans and building brands.
We specialise in audience development and profile raising campaigns in consumer PR across the lifestyle, leisure and entertainment sectors. Mission operates with an in-house press office mindset with a proactive work ethic, this ensures they are ‘always on’.
They use a hands on approach and coupled with an in-depth understanding and relationships with all media we can go the extra mile for our clients, resulting in maximum engagement and exposure through quality and far-reaching campaigns with key earned media and digital engagement – alongside influencer marketing campaigns and more.
With decades of experience working in and within fast paced environments, Mission is at the top of its game for adapting and pivoting for fast moving environments
Masonry PR
Kathryn Mason, founder Masonry PR
Established: 2009
Contact name: Kathryn Mason
Phone: +353 1 906 5331
Email: pr@masonry.ie
Website: www.MASONRY.ie
Social media: masonry_pr
Client list: The Powerscourt Distillery , MCD Productions, The Podcast Studios, IMRO Radio Awards, Irish Podcast Awards, The Oriel Gallery Dublin, Bresson & Mermaid restaurants, Designer Exhange
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
What we offer is clear. We have decades deep media connections and have earned the trust of media.
Masonry PR’s specialism is delivering earned media – editorial with high-quality impactful stories – interviews, features, reviews, photographic excellence, tv and radio pieces, podcasts and authentic influencers.
Earned media is the holy grail of marketing because audiences more than ever before seek trusted sources. Earned editorial pieces go deeper than advertising and earn brands credibility, reputation and trust which lead to sales. And it’s this authenticity that builds a lifelong relationship with a brand. We create bespoke brand stories that media can believe in and utilise. We never lose sight of your goals while keeping authenticity earned from media.
At Masonry PR, we’ve been building brands and bands, festivals, lifestyle launches, cultural and consumer cut-through and product publicity for three decades.
Experience and insight led, with expertise and know-how from sector-spanning media connections, Masonry PR ensures strategically driven campaigns.
Our role is to create compelling content based on implicit understanding forged over years. We have a clear sense of what media are looking for whether it’s national and local radio, television, traditional magazines and newspapers as well as media influencers. Our media connections are first rate. We have a strong understanding of what will drive standout and deliver impactful lasting results that drive sales
Legacy Communications
Niamh Hopkins, head of Consumer, Legacy Communications
Established: 2013
Contact name: Niamh Hopkins, head of Consumer
Phone: 086 877 6306
Email: niamh@legacycommunications.com
Website: https://legacycommunications.com/
Social media: legacy_comms
Client list: Aldi, PTSB, Energia, Laya, Amgen, Aviva, Pieta, Krispy Kreme, AIG, Insomnia, Staycity, Tony’s Chocolonely, Mater Private Network, Molson Coors, Life Style Sports, Molson Coors, Cash and Carry Kitchens, Screwfix, Stafford Lynch – Tabasco, Schwartz, Abbvie, Asics, Dog’s Trust, Naos, Breakthrough Cancer Research, One4All, Hidden Hearing, Dubarry, Nostra, Westport Estate
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
Legacy Communications consists of a multidisciplinary team of storytellers now employed across five divisions – with a growing list of services from consumer and corporate communications to digital marketing, SEO and sponsorship. Each of the divisions has clients across FMGC, creating impactful campaigns for ambitious clients under our refreshed agency strategy of ‘Assume Nothing, Explore Everything’.
In the last year exploring our clients’ audiences under this brand refresh has been something we’ve applied additional focus to, along with deep-diving into insights to really shape our campaigns. Our director of Strategy works with each of our divisional heads to ensure this approach is alive throughout.
Legacy’s consumer division particularly has really thrived in the FMCG space, building a strong client portfolio that includes retailer Aldi, Krispy Kreme, Tony’s Chocolonely, Stafford Lynch ( Tabasco, San Pellegrino), and Molson Coors. Our focus on traditional storytelling is enhanced with our creative output and expertise in influencer marketing and event management to ensure top-class results. The last year has seen us on a streak of delivering above KPIs– working with clients to deliver fantastic results that also help to drive fame and sales. A campaign that stands out from recent months is ‘Grow with Aldi’ – an effective comms strategy was used to propel this annual campaign to new heights, delivering a 300% year-on-year increase in PR coverage for the 2024 launch. We pride ourselves on our passion for FMCG across the business and look forward to working with new clients throughout 2024 and beyond.
Jailbird Communications
Julie Blakeney, founder of Jailbird Communications
Established: 2019
Contact name: Luke Reilly
Phone: 0879011736
Email: luke@hellojailbird.com
Website: https://jailbird.ie/
Social media: https://www.instagram.com/hellojailbird/
Client list: HelloFresh, Bulmers, Corona Beer, Fleadh Cheoil na hEireann, Other Voices
Insomnia Coffee, Donegal Tourism, UNICEF
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
Jailbird Communications is a dynamic PR and social communication agency. We’re dedicated to delivering creative, results-oriented solutions without the marketing jargon. Over the past year, we’ve assisted a diverse range of clients across various industries, helping them break free from boring marketing. We craft creative, attention-grabbing campaigns that resonate with audiences, using creativity and culture to solve business problems.
With a combined experience of 30 years, we’ve honed our skills in understanding a brand’s audience. We pinpoint their preferred media platforms and create content that feels native to these platforms. From securing features in The Irish Times to orchestrating strategic partnerships and sparking viral TikTok moments, we’ve proven our ability to make a splash where it counts.
In 2024, we’re expanding our offering with the Trends Block, a dedicated team focused on harnessing the power of online trends to amplify our partners’ voices. In a world where trends emerge and fade rapidly, understanding culture is key to creating moments that resonate. We believe that to truly connect with audiences, brands need to be part of the conversation, not just observers.
Working collaboratively with brands to achieve this is what sets Jailbird apart from the competition. We’re excited to share more game-changing work with clients over the next 12 months and partner with new brands to break free from boring.
Elevate PR
Claire Feely, director of Client Services and Emma Kelly, managing director of Elevate PR
Established: 2001
Contact name:
Phone: 016625652
Email: emma@elevate.ie
Website: www.elevate.ie
Social media: @Elevatepr; https://www.linkedin.com/company/elevate-pr/?originalSubdomain=ie
Client list: Bumble, BSH, Charlotte Tilbury, Design & Crafts Council, Five Farms, Harcourt Hotel, Kildare Village, JYSK, Lily O’Brien’s, The Macallan, MoLI, Movember, Regatta, Visit Trinity, Vitabiotics, Valeo Foods.
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
We are creative brand connectors and storytellers. We develop PR strategies with big ideas and creative concepts based on consumer insights. Over the past year, we have developed creative campaigns for FMCG brands including Odlums and Jacob’s for Valeo Foods, Lily O’Brien’s, Five Farms and Concho Y Toro. The strategy for each brand focuses on connecting the brand to their tribe to drive sales and awareness and by launching new products in innovative ways through creative media drops, paid content creation with on-brand influencers, media and consumer events, brand collaborations and consumer activations. We measure the success of campaigns by traditional PR methods, as well as reach, sales, impact and engagement.
Drury Communications
Breena Cooper, director, Drury Communications
Established: 1989
Contact name: Breena Cooper
Phone: : 01 260 5000
Email: frontdesk@drury.ie
Website: : www.drury.ie
Social media: @Drury_Comms
Client list: Lego Group, Nivea, Eucerin, Musgrave Group, Natterjack Irish Whiskey, Ballymaloe Mayo, Connacht Gold, Fever Tree, Java Republic, Pop Chips, Vita Coco, Love Irish Food
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
In 2023, the Consumer, Digital and Influence team at Drury continued to excel in serving FMCG clients with innovative and impactful campaigns across Ireland. Harnessing our understanding of the fast-paced digital and consumer landscapes, Drury employs a ‘full circle’ approach to communications. This strategy integrates cutting-edge digital techniques across all touch-points to create comprehensive, multi-channel campaigns that resonate. We excel in blending strategic insights, creative content, and digital prowess to not only meet, but anticipate the needs of our clients.
One highlight of the year was our award-winning work with the LEGO Group, where we orchestrated store launch comms, delivered priority product announcements, and facilitated an effective influencer gifting programme. These efforts not only amplified the LEGO Group’s presence in the Irish market but also enhanced consumer engagement and brand affinity through strategic storytelling and event management.
For NIVEA, we successfully launched new skincare products, engaging a broad consumer base with targeted campaigns that emphasised product benefits and brand values. Similarly, for Eucerin, our campaigns focused on educating and engaging consumers about skin health, leveraging both traditional and digital media to maximise reach and impact.
This activity underscores our ability to deliver comprehensive communications strategy for a number of different brands to a wide target audience. Our approach allows us to consistently deliver results that surpass our clients’ expectations, solidifying our position as a leader in the market.
Aspire PR & Marketing
Ann-Marie Sheehan, founder, Aspire PR
Established: 2006
Contact name: Ann-Marie Sheehan
Phone: +353 87 2985569
Email: annmarie@aspire-pr.com.
Website: www.aspire-pr.com
Social media: https://www.linkedin.com/in/annmarie-sheehan-4250415
Client list: Radio Nova, Ireland’s Classic Hits Radio, Dubco Ireland Credit Union
Lawlor’s of Naas, OFS Limited, Business & FInance (Spider Awards, ESG Awards, Ireland INC, etc.) Clonmel Healthcare
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
Aspire PR & Marketing expertise in enabling FMCG brands to effectively reach their target audience. We consistently demonstrate our proficiency in this area through a multifaceted approach tailored to the unique needs and objectives of each clients, having in the past worked on brands including Cully & Sully, Jacked Up, The Butler’s Pantry stores and launching Listoke Gin to name a few.
Through strategic media placements, engaging content creation and targeted promotional campaigns, we have successfully facilitated our clients’ endeavours in connecting with their target demographics, driving brand visibility, and fostering consumer engagement.
Leveraging our years of experience and deep understanding of the FMCG sector, we have effectively positioned food and drinks brands for success, leveraging innovative marketing strategies, influencer partnerships, and experiential activations to elevate brand awareness and drive consumer loyalty.
At Aspire PR & Marketing we are committed to the delivery of measurable results and exceeding client expectations through our strategic insights, creative solutions and unwavering dedication to excellence
2Way Communications
Lia Stokes and Aisling Cooney co-founders and directors of 2Way Communications
Established: 2021
Contact name: Lia Stokes
Phone: +353857054444
Email: Lia@2waycommunications.ie
Website: www.2waycommunications.ie
Social media: @2waycomms
Client list: Heinz, Disaronno, Tia Maria, The Busker Irish Whiskey, South William Clinic, Human Collective, Rosalique, This Works, Manley, Patchology, Elysium Skincare Clinic, Sómas, Chemist Warehouse
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
At 2Way Comms, we understand that the key to creating successful campaigns lies in understanding your target audience. Since our inception, we’ve been dedicated to this approach, working with a range of clients in the FMCG space to hone in on their key audiences, find the right tone of voice, and generate real interest for them.
Getting product in the hands of your target audiences or those who represent them is crucial for getting your message across, whether via influencer marketing and PR drops or media sampling. People want to know what it tastes like, how it looks, what its uses are, etc., before they are motivated to buy it.
We approach every campaign differently but engaging and motivating the target audience remains the focus. Over the past year, we’ve adopted various tactics to demonstrate this, from collaborations to sampling and strategic interview placement to product drops, events, and more. For example, we ran a summer brunch series with Disaronno across the country last summer, highlighting the Disaronno Fizz cocktail as the spritz of the summer, driving sales to critical retailers.
In the crowded FMCG marketplace, it’s important that your PR campaign is current, creative, and engaging to gain cut-through with media and consumers alike. Social media is paramount for getting eyes on brands, but traditional media avenues are highly valued and lend real credibility when it comes to embedding a brand in the consumer psyche. We tend to adopt this dual approach to ensure all bases are covered.
&Smyth | Creative Communications
Gemma Smyth, managing director, MD & Smyth Communications
Established: 2013
Contact Name: Gemma Smyth
Email: hello@andsmyth.ie
Website: https://www.andsmyth.ie/
Social Media: https://www.instagram.com/andsmythpr/
Client List: Ahascragh Distillery, Ballymaloe Foods, Bord Bia, Bord Bia Bloom, Certified Irish Angus, Food Matters Live, Glenilen Farm, Loughnane’s of Galway, McCormack Family Farms, Rudds, Oriel Sea Salt & Magnesium, Sons of Butchers, RDS Foundation
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
We are proud to count some of Ireland’s leading food and drink brands among our clients and we work hard to identify unique and interesting stories to help bring their brands and products to life.
Our approach always involves placing the audience at the heart of every communications strategy and we work with our clients to present the best version of themselves so that they can connect with this audience in a purposeful way. Whether that’s as a category leader, thought leader or community leader – we help to join the dots.
Our strategies are rooted in insights, be that market or sector reports, communications trends or available client-specific data. We then assess every available opportunity for our clients to engage with their target audiences online (website, social media, partner organisations), offline (print, in-store or other) and in-person (event attendance and speaking opportunities) depending on what they are trying to achieve.
We are a lean, agile agency and we consider the environmental impact of all activations as standard. We look to introduce new mediums where suitable but also advise against fads, so that brands can cut through the noise and tell their stories in an authentic way.
We have offices in Dublin and Sligo, but represent clients from Cork to Louth and everywhere in between.
Harris PR
Sonia Harris Pope
Established: 2009
Contact: Sonia Harris Pope
Phone: +353877979703
Email: sonia@harrispr.ie
Website: www.harrispr.ie
Social media: @harris_pr on Instagram, X, Threads and TikTok Harris Public Relations on LinkedIn, Facebook and YouTube
Client list: Adam’s Cloud, Bealtaine Age & Opportunity Festival, bunq Neobank,
Capitalflow, Dingle Distillery, Domino’s, Fáilte Ireland’s Púca Festival, Fever, FiXX Coffee, Ford Ireland, Holland & Barrett, Irish Haemochromatosis Association, Kärcher, Local Enterprise Office (LEO) Meath, Meubles, Petmania, Roscommon Bound, SoFFt Productions, The Yoga Picnic, Visit Roscommon
In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?
In this disinformation age, honesty and integrity in comms has never been more important. We integrate this into every client campaign, whether that’s supporting ESG (environmental social governance) campaigns, corporate strategies, stakeholder engagement or creative consumer comms.
Social media is often the first port of call for brands, presenting major opportunities to tell their story and get their messages across in an unedited way directly to their target audience. Through our innovative approach, we deliver really great, creative campaigns across multiple channels that deliver results. Our team are expert content creators, on all platforms, from TikTok to LinkedIn.
In the last year, we’ve expanded our offering to include full digital media and website services, ensuring client messages are delivered directly to their target audience through strategic Google Ads, SEO and PPC.
This expansion of services, combined with our award-winning PR campaigns, ensure we deliver a 360-approach for ambitious clients wanting to cut through the noise and really stand out. This year Harris PR also expanded its senior leadership team to include Sonia Harris Pope, founder & managing director, supported by Niamh McCarrick, senior strategy director, and Natalie Burke Donohue, client director. Together they are responsible for managing client relationships, new business development, team development and training, and ensuring adherence to the highest agency standards and industry best-practice.
As Harris PR marks 15 years in operation, these developments are in response to a buoyant market and growing demand, which sees Harris PR poised to continue to grow its client roster.
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