MEDIA CHOICE: John Ahern, the head of UK sales at RTE, picks's advertising around Ireland's recent World Cup matches

"In a world where every training course you attend instructs you to be 'proactive', it's nice to see the reactionaries win.

"I saw a perfect example of this reactionary stuff last week from

The poster shows Roy Keane's Ireland shirt with the tagline: 'For Korea advice worth listening to.' The whole Keane saga had Ireland divided - the prime minister (no relation) ready to step in as mediator, and the whole country expecting Keane to apologise live on TV, only to stand his ground and refuse to say sorry.

"No matter how many months you spend planning a campaign (I had someone on to me last week looking for prices for next Easter!), you cannot beat burning the midnight oil to achieve something that really does catch the eye. I dread to think how long those responsible worked for, but it was well worth it in my opinion."

Medium: Poster sites at Victoria and Waterloo stations to support press
Media planning: Dan Bendall and Nisha Obaidullah at Zenith Media
Media buying: Stephen Sims at Meridian Outdoor
Creative: Saatchi & Saatchi
Brief: Show Monster's unconventional, irreverent and humourous brand

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