As part of our Membership Spotlight feature we recently spoke to Iris Wade from Pennypop about doing business in the area. Read what Iris had to say.
Q. Tell us about your business and what you do
Pennypop is a Louth-based marketing agency, founded in 2022, dedicated to helping brands connect with their audiences in meaningful ways. From creative campaigns and event management to digital strategy, we work with businesses of all sizes to bring ideas to life and help them stand out in a crowded marketplace.
Our focus is on delivering results-driven marketing that feels authentic, engaging, and impactful.
Q. What do you think has been your biggest achievement with the business?
Since launching in 2022, one of our proudest achievements has been event-managing the largest Construction Industry Federation (CIF) event in their calendar. Over the past three years, we’ve helped grow the International Women’s Day Summit to a sell-out crowd of 600 attendees, generating national TV coverage, trending on social media, and celebrating the achievements of women in the construction industry with the 2026 event already in planning. Alongside this, we run a charity event for The Lighthouse Construction Charity.
Both events have been shortlisted for the 2026 National Event Impact Awards. For a young business like ours, seeing these events thrive, make a real impact, raise valuable funds and bring people together has been incredibly rewarding.
Q. Tell us one thing people might not know about the business.
People might not know that, although we’re a marketing business, we’re deeply hands-on and love getting creative in unexpected ways like events, podcasting and training. Based in Collon, Co. Louth, we focus predominantly on the construction sector, helping businesses stand out through bold campaigns and strategic ideas.
We also run our own podcast series, The Market Ear, where we share marketing insights, stories, and tips from business people across the country, and provide media literacy training for groups and individuals, helping people navigate the modern media landscape with confidence as a Media Literacy Ireland (MLI) trainer for Louth.
As a local employer, we’re proud to support our community while delivering marketing with merit.
Q. What is the best piece of business advice you’ve ever been given?
The best advice we’ve been given is: Trust the data but never underestimate the power of people.
In today’s world, everyone has an opinion about marketing, but real decisions should be guided by insights and numbers.
At the same time, people buy from people, and building genuine relationships through networking and meaningful connections is just as important as any strategy. The balance of data-driven decisions and strong human connections is what drives lasting success.