The 2025 Breakthrough Scholar, Alex Connell, is announced

The Breakthrough Scholarship from THINKHOUSE, TU Dublin & Yugo continues to promote diversity and inclusion.

Former Journalism student and Reporter, Alex Connell has been selected as the 2025 Breakthrough Scholar. Now in its fifth year, the Breakthrough Scholarship from Technological University Dublin (TU Dublin), Yugo and THINKHOUSE, provides the annually awarded candidate with a fee-free Masters, accommodation for the academic year and a competitive graduate wage at a leading independent marketing agency. The collaborative scholarship is designed for the purpose of helping young, marginalised students living in Ireland overcome barriers and empower them to live to their full potential.

Alex Connell, from Dublin, is the fifth Breakthrough Scholar. Diligent in her time as a student and short career as a reporter, the Breakthrough Scholarship aligns with Alex’s future goals and will hugely benefit her and her future career path. With the benefit of the scholarship she now undertakes an MSc. in Digital and Content Marketing at TU Dublin. She has already achieved a BA in Journalism at Dublin City University.

The most recent data from the Institute Of Advertising Practitioners In Ireland (IAPI) 2024 census shows that the advertising industry has become more diverse over the last year, but it still doesn’t reflect the full diversity of Irish society. The research shows that 59% of the marketing industry are from affluent classes (a decrease from 68% last year, and 95% the year before).

People born outside Ireland make up 18% of the industry (a 2% increase on last year), while according to the most recent Census in 2022, 18% of people living in Ireland were born outside of Ireland. The proportion of the workforce diagnosed as people with disabilities, including neurodiversity now sits at 10% (an increase of 6% from last year), compared to 13% of Irish society who have a disability.

Valued at €30,000, Alex will receive a career-changing opportunity that includes:

• Funding for a full-time MSc. in Digital and Content Marketing at TU Dublin.
• Comprehensive and immersive paid-for work experience with leading marketing agency, THINKHOUSE for the year.
• Student Accommodation in central Dublin with Yugo - the global housing brand and operator for the entire academic year.

Speaking about the scholarship, Alex said; “I’m not sure if I’ll ever be able to verbalise just what this opportunity means to me. Since graduating from my Bachelor’s Degree, I always imagined that one day I’d further my education with a masters but I wasn’t sure if there would ever come a time where I could afford to. Also, the prospect of pivoting my career in a new direction seemed unfathomable. The scholarship is not only enabling me to complete a masters, but also work in an incredible, innovative leading youth marketing agency, which is really the chance of a lifetime. On top of all that, I get to do it while living in accommodation near college in the city centre, again, something that I could never have envisioned before the scholarship. I’m so grateful to TU Dublin, THINKHOUSE and Yugo for giving me this truly unique chance. I’m so thrilled and can’t wait to see what the future holds.”

Speaking of the 2025 Breakthrough Scholarship the collaborating organisations had this to say:

Dr. Etain Kidney, Head of School, Marketing and Entrepreneurship at Technological University Dublin (TU Dublin), said, “It’s inspiring to see Alex awarded the 2025 Breakthrough Scholarship through our ongoing partnership with Yugo and THINKHOUSE. This opportunity will undoubtedly support Alex’s academic and professional growth, while also enriching our university community and the THINKHOUSE team. The Breakthrough Scholarship continues to open doors for emerging talent - helping to create a more inclusive, representative industry where every voice has the chance to be heard."

Kieran O’Donovan, Head of Client Service, THINKHOUSE said “THINKHOUSE is a B-Corp and an SDG Champion, supporting equality and diversity is part of our DNA. We need to see an industry as diverse as Irish society. It’s great to see that diversity in the industry has increased over the last twelve months. This scholarship is part of that positive change. We are delighted to welcome another talented Breakthrough Scholar into our team and we look forward to working with them and being part of their professional growth and development, and learning from them too.”

Joe Persechino, Chief Operating Officer, Yugo said, “We couldn’t be more delighted to welcome Alex Connell as this year’s Breakthrough Scholar, joining our vibrant community at Yugo Dominick Place in Dublin with one year of free accommodation. At Yugo, diversity, equality and inclusion are at the heart of our mission to create exceptional student living experiences. We’re looking forward to seeing Alex thrive, both academically and personally, while taking full advantage of our Live Your Best Life programme, which helps students grow through meaningful social, cultural and sustainability-focused opportunities.”